SERVICES

MARKETING
Prof. Amar E. Tigga
WHY SERVICES MARKETING ??
• In all economies around the world whether
developing or developed, services now
account for greater part of the GDP and
employment.

• Services pervade the world. Around us,

from banking and financial services to
logistics, healthcare, transportation,
hospitality, tourism and consulting, to name
just a few.
 2000-01 to
Sector 2002-03 2003-04 2004-05 2005-06
(Average

Agriculture -0.2 10.0 0.7 3.9

Allied Activities (23.5) (22.2) (20.8) (19.9)

1.1 Agriculture -0.5 10.7 0.7 -

Industry 5.2 6.6 7.4 7.6

(19.7) (19.5) (19.5) (19.3)

2.1 Mining and Quarrying 4.4 5.3 5.8 0.9

2.2 Manufacturing 5.7 7.1 8.1 9.0

2.3 Electricity, Gas and Water Supply 2.8 4.8 4.3 5.3

Services 6.6 8.5 10.2 10.3

(56.8) (58.3) (59.7) (60.7)

3.1 Trade, Hotels, Restaurants, Transport, Storage 8.5 12.0 9.7 11.0
and Communication

3.2 Financing, Insurance, Real Estate and Business 6.5 4.5 9.2 9.7
Services

3.3 Community, Social and Personal Services 4.1 5.4 9.2 7.8

3.4 Construction 5.9 10.9 12.5 12.1

Real GDP at Factor Cost 4.6 8.5 7.5 8.4

Growth Rates of GDP - India

SERVICES MARKETING
• The Services Marketing course is designed
to acquaint the students with the unique
challenges inherent in the marketing of
services and the strategies needed to
address such challenges.

• It aims at introducing state-of-the-art

research and practice in services marketing
and differentiating it from marketing
paradigms for tangible goods and products.
 SERVICES MARKETING
…Course Objective

The emphasis will be on discussion of

the various concepts of services
marketing, its principles and
theories, and also application of
services marketing concepts to actual
business situations through case
analyses and field projects.
 COURSE CONTENTS
1. INTRODUCTION TO SERVICES
MARKETING
Fundamentals of Services Marketing,
Differences in goods versus services
marketing, Services Marketing Triangle,
Gaps Model of Service Quality etc.

2. FOCUS ON THE CUSTOMERS

Consumer Behaviour in Services, Customer
Expectations and Customer Perceptions of
Service
 COURSE CONTENTS …continued
3. LISTENING TO CUSTOMER
REQUIREMENTS
Understanding Customer Expectations through
Market Research, Building Customer Relationships,
Service Recovery etc.

4. ALIGNING STRATEGY, SERVICE DESIGN

AND STANDARDS
Service Development and Design, Service
Standards, Physical Evidence etc.

5. DELIVERING AND PERFORMING SERVICE

Employees’ Roles in Service Delivery, Customers’
Roles in Service Delivery, Delivery through
Intermediaries and Electronic Channels etc.
 COURSE CONTENTS …continued

6. MANAGING SERVICE PROMISES

Integrated Services Marketing
Communication, Pricing of Services
etc.
Essentially a mix of lectures and case
studies and an important component
of the course is a group project
which involves an exercise on
understanding of Services Market
and its Marketing Strategies.
 Suggested Readings
• Services Marketing
– Valarie A Zeithaml, Mary Jo Bitner
– Tata McGraw Hills

• Services Marketing – People, Technology, Strategy

– C Lovelock, J Wirtz, J Chatterjee
– Pearson Education

• Services Marketing– Concepts, Planning and Implementation

– C Bhattacharjee
– Excel Books
 COURSE EVALUATION
• PROJECTS & PRESENTATIONS

• QUIZZES/CLASS TESTS/CASE STUDY

• MID-TERM

• END-TERM

• For projects and presentations you will have to form

yourselves into team of 7(maximum).
 CLASS RULES
2. BE ON TIME TO CLASS

4. BE QUITE WHEN SOMEONE ELSE IS OFFICIALLY

SPEAKING

6. DON’T DO OUTSIDE WORK IN CLASS

8. SWITCH OFF MOBILES