Customer Service Marketing



In This module students will examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses.

Topics include:

Ø  An overview of services marketing

Ø  Understanding the customer in services marketing

Ø  Standardizing and aligning the delivery of services

Ø  The people who deliver and perform services

Ø  Managing demand and capacity

Ø  Promotion and pricing strategies in services marketing



After successfully completing this course, students will be able to:

  • Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
  • Describe how customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
  • Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
  • Explain service blueprinting, the integration of new technologies, and other key issues facing today's customer service providers and service managers.
  • Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
  • Conduct a services audit plan for a service firm.
  • Integrate course concepts into individual performance to become better customer service representatives in the service environment.

Course outline

Chapter 1 Foundations for Service Marketing

Chapter 2: Understanding Customer Requirements

Chapter 3: Aligning Service Design and Standards

Chapter 4: Delivering and Preforming Services

Chapter 5: Managing Service Promises


Required text and materials

Zeithaml, V.A., Bitner, M.J., Gremler, D.D. (2018) Services Marketing: Integrating Customer Focus Across the Firm with Connect Access. (7th ed.). New York: NY. McGraw-Hill Education.
Textbook: ISBN: 978-1260051988

Additional requirements

A computer with Internet access is required.