This text book is for the students and professionals who recognise the vital role that Services play in the economy and its future. The developed economies in the world are now dominated by the Service Sector. The role of Services is growing in the developing economy day by day. The product selling company is also appreciating the role of services and now striving to make services as their unique selling proposition. Services have now become one of the important differentiating factors for the companies in the marketplace. We wrote this book in recognition of the ever-growing importance of the services and the unique challenges faced by the services managers of services.
The present book is about the organisation, operation and growth of the service sectors in India. Students of BBA often finds that service policies can be understood much better, and they can be analysed more realistically if he has a good understanding of the actual functioning of the various parts of the Services Sector Management. This book highlights the growth of the service sector, in respect of its size, changes in its organisational structure, and the occurrence of diversification and innovations.
It is a matter of great pleasure to present the first edition of this book on Services Marketing to the students and teachers of the Third Year Bachelor of Management Studies course. The book presents the subject matter in a simple and convincing language. In keeping with the aims of the book, we have attempted to present the text in a lucid and simple style; the treatment is comprehensive, and by and large, non-mathematical.
Contents –
1. Introduction to Services
2. Service Marketing Mix
3. Service Design and Development
4. Customer Expectations of Service
5. Service Quality
6. Servicescapes in Services
7. Customer Perspectives in Services
8. Marketing of Services
