Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Administration (BBA)
Course Objective
:The course aims to impart the basicknowledge of services marketing, its marketing principles, and integration of those principles with the real-timebusiness environment. The course will be helpful in analyzingthe marketing situation and makingtheright decisions.
Course Description
:This course covers the introduction of service marketing, which covers the concept, meaning, and characteristics of service marketing. It also incorporates major principles of quality functions of service marketing dynamics. It deals with issues of emerging service marketing practices. The topics included in the syllabus will help students to understand the service marketing process, environment, system, and strategies related to service marketing mix variables.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1.Introduction
12 hours
- Concept of Service and Service Marketing: Tangibility spectrum of service
- Prospective of Service: Customer service
- Service product
- Service industry
- Service business
- Derived service
- Supplementary service
- Internal service
- Service business
- Characteristics of Service Compared to Goods
- Characteristics of Services: their consequences and management response
- Service Compared to Goods: based on product, production, distribution, inventory, sales, promotion, HR, organization, consumption, customer relation, quality
- Challenges of Service Marketing: Service stinks
- Models in Service Marketing: The molecular model, Theservuction model, Flower of service
- Service Marketing Mix: Product, Place, Price, Promotion, People, Process and Physical evidence.
Unit 2.Buyer Behaviour and Relationship Marketing
4 hours
- Buyers Behaviour: Concept of buyer, customer, and consumer, and institutional buyer
- Consumer Buying Decisions: Buyer decision making process
- Factors influencing buying behaviour
- Relationship Marketing: Concept and benefits of relationship marketing
- Process and ladder of relationship
- Transactional selling and Relationship Marketing
Unit 3.Consumer’s Service Expectation and Perception
6 hours
- Consumer’s Service Expectation: Concept, levels, and determining factors
- Zone of tolerance
- Perception / Service encounter: MOT
- Types of encounters
- Consumer Satisfaction: Concept
- Determinants
- Outcome of consumer satisfaction
- Service failure: Customer response to service failure
- Handling customer complaints
- Service guarantee.
Unit 4.Service Quality and Relationship Marketing
8 hours
- Service Quality: Concept
- Dimensions of service quality
- Approaches – Traditional approaches and contemporary approaches
- The Service Quality Gap Model: The reasons for the gaps and management response to minimize the gap
- Measurement of Service Quality: Concept and elements of measurement
- Methods of measurement, SERVQUAL
Unit 5.Service Marketing Mix Strategies
14 hours
- Service Product: Concept of service product
- New service product development process
- Service Blue Print
- Service product life cycle and marketing strategies
- Service Branding: Concept, Objectives and brand equity
- Service Pricing: Concept of service pricing, Objectives
- Approaches to service pricing- Cost based, Competition based, Demand based and Value based- Emerging service pricing strategies: Satisfaction based pricing, relationship based pricing, EDLP pricing, back-ward pricing, Yield management, Pricing Strategies: Discounting, Psychological pricing, Penetration pricing, Skimming pricing, Price farming and Result based pricing
- Service Promotion: Concept of service promotion
- Promotion mix for service and selection strategies
- Service Distribution: Concept of service distribution
- Methods of direct distribution
- Service intermediaries
- People: Concept of people in service
- Role of service employees, consumers and follow consumers - Service marketing triangle, - Service Profit Chain
- Physical Evidence: Concept and role of physical evidence.
Unit 6.Emerging Service Sectors in Nepal
4 hours
- Service Marketing in Nepal: Service marketing environment and challenges
- Introduction of Service Sector in Nepal: Health sector, Banking sector, Insurance sector, Communication and Network sector
- Tourism Sector: Importance and prospective. Addendum: At least one case will be administered at the end of each chapter. The student will also complete a project work and a few other assignments as specified by the faculty member. Suggested References Lovelock, C. H. (2008). Services marketing (Indian ed.). Pearson Education Asia. Balaji, B. (2010). Services marketing and management. S. Chand & Company. Palmer, A. (1998). Principles of services marketing (2nd ed.). McGraw-Hill. Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Pandit, A. (2018). Services marketing. Tata McGraw-Hill. ***