Course Code :


Title :

Service Marketing

Type/Status :


aaaaaaaaaaaa Aims :
This course unit is intended to broaden the view on marketing, to give an understanding of how marketing is practiced in service organizations, and how it will be managed in the future.
Learning Outcome : aaaaaaaaaaaaaaaa
At the completion of the module the students should be able to;
  • Examine marketing in service organization and the issues that arise from the differences between the market of tangible products and the marketing of services.
  • Understand consumer behavior as it applies to the purchase of services and to the interaction between customers and service providers.
  • Identify the service quality and its measurements
  • Understand the concept of customer satisfaction and service quality and how these two types of customer perceptions are related

Course Content : Introduction to services; Consumer behavior in services; Customer expectations of services; Customer satisfaction and service quality; Building customer relationships; Service recovery; Delivering and performing service; Integrated services marketing communications; Pricing of services.

Method of Teaching & Learning:

Lectures, Case studies, continuous assessments and class room discussions

Scheme of Evaluation:

Case studies, Assignments, Presentations and End semester examination.

The weights given to each component of the evaluation method is announced at the commencement of the module.

Recommended Readings: Jha S. M (1994), “Services marketing”, Himalaya publishing house, New Delhi, India

Zeithaml, V and Bitner, M, (2003), Services Marketing, Integrating customer focus across the firm, 3rd edn, Mc Graw-Hill, New Delhi, India

Christopher H. Lovelock and Jochen Wirtz (2004), Services Marketing, 5th ed., Upper Saddle River, New Jersey: Prentice Hall

Christopher H. Lovelock, Jochen Wirtz, and Tat Hean Keh (2002), Services Marketing in Asia: Managing People, Technology, and Strategy, Singapore: Prentice Hall

Leonard L. Berry (1995), On Great Service - A Framework for Action, Free Press

Benjamin Schneider and David E. Bowen (1995), Winning the Service Game, Harvard Business School Press

Leonard L. Berry (1999), Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success, Free Press

Valarie Zeithaml and Mary Jo Bitner (2003), Services Marketing, 3rd ed., Boston: McGraw-Hill

John E.G. Bateson and K. Douglas Hoffman (1999), Managing Services Marketing, 4th edition, London: Dryden Press