We have great pleasure in presenting First edition “Services Marketing” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Services Marketing. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Unit – 1 Introduction to Services
Introduction
Meaning of Services
Concepts of Services
Special Characteristics of Services
Nature of the Service Product
Differences between Goods and Services Marketing
Classification of Services
Developing an effective Service Mission
Growth of Service Sector
Service Processes
Building Customer Loyalty
Managing Service Sector
Recent Trends in Indian Service Sector
Review Questions
Unit – 2 Services Marketing
Introduction
Meaning of Services Marketing
Services Marketing Management
Productivity and Quality
Stages in Management Process
Corporate Mission and Objectives
Strategic Growth Option
Strategic Marketing Planning
Marketing Strategy
Scope of Services Marketing
Technological Developments in Services Marketing
International Services Marketing
Future Trends in Services Marketing.
Review Questions
Unit – 3 Marketing Mix for Services
Introduction
Product
Service Product Design and Development
Co-Creation & Mass Customization using Technology
Price
Pricing Strategies for Services
Dynamic & Personalized Pricing in Digital Services
Place
Service Distribution Channels
Omni Channel Service Distribution & Platforms
Promotion
Promotional Strategies for Services
Digital Advertising
Social Media
Influencer Marketing
People
Role of Employees in Service Delivery
Role of AI
Bots
Human-AI Collaboration in Service Delivery
Process
Service Delivery Process
Blueprinting
Automation
Self-Service Kiosks
Service Blueprinting using Technology
Physical Evidence
Tangibilizing the Intangible
Digital Branding
Virtual Interfaces
UX/UI Design
Review Questions
Unit – 4 Service Quality CRM & Innovation
Introduction
Digital Service Quality
SERVQUAL in the Online Context
Measuring E-Service Satisfaction
Net Promoter Score (NPS)
Customer Relationship Management (CRM)
Customer Lifetime Value (CLV)
Service Recovery in the Digital World
Online Complaints
Reputation Management
Innovation and Disruptive Services
Start-ups
Sharing Economy
Subscription Models
Review Questions
Unit – 5 Emerging Trends in Services Marketing
Introduction
Digital Transformation of Services
Personalization and Customization
Omni Channel Service Experience
Green and Sustainable Services
Service Innovation and Disruption
Focus on Customer Empowerment
Building Communities
Advocacy Marketing
Globalization of Services
The Future of Services
Metaverse
Digital Twins
Hyper Personalization
Immersive Services
Review Questions
