Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB763 Services Marketing

Services Marketing – Nature, Need, Classification of services, Barriers and issues in Services Marketing in the Indian context.

Gaps model of Service Quality, Expectations and Perceptions, Measuring Service Quality- SERVQUAL , Building Customer relationships and service recovery.

Positioning, Service Development and designing services, Service Blue Printing, Quality Function Deployment, adding value, Physical evidence and services cape

Pricing strategies for services, Creating and Managing service delivery, Balancing demand and capacity, waiting lines and reservation.

Integrated services marketing communication, Services advertising strategies, integrated model of services quality

Books:

1. Valarie A.Zeithmal and Mary Jo Bitner, "Services Marketing – Integrating Customer Focus Across the Firm", Tata McGraw-Hill, New Delhi, 2002, 2nd Edition.

2. Christopher Lovelock, "Services Marketing – People, Technology, Strategy", Addison Wesley Longman (Singapore), Pearson Education Asia, 2001, 4th Edition.