| UNIT 1 Introduction to Services Marketing {BOOK LINK} | ||
| 1 | Services, Unique Characteristics and | VIEW |
| 2 | Marketing Challenges of Services | VIEW |
| 3 | Growing importance of Services sector in India | VIEW |
| 4 | Services Marketing Management Process-Overview | VIEW |
| UNIT 2 Consumer Behavior in Services & Measuring Service Quality {BOOK LINK} | ||
| 1 | Consumer Behavior in Services | VIEW |
| 2 | Measuring Service Quality and Customer Satisfaction | VIEW |
| 3 | SERVQUAL scale and its usage | VIEW |
| 4 | GAP’s Model | VIEW |
| 5 | Modes of Service Recovery | VIEW |
| UNIT 3 Service Product, Pricing and People: {BOOK LINK} | ||
| 1 | The 7p’s framework for Services Marketing | VIEW |
| 2 | Service Product | VIEW |
| 3 | Service Process | VIEW |
| 4 | Service Blueprinting | VIEW |
| 5 | Pricing of Services – Objectives, Challenges, Approaches | VIEW |
| 6 | Managing Services Personnel | VIEW |
| 7 | Customer role in Service Delivery | VIEW |
| UNIT 4 Service Distribution, Communication and Physical Evidence {BOOK LINK} | ||
| 1 | Challenges of Service Distribution | VIEW |
| 2 | Service Franchising-Benefits & Risks | VIEW |
| 3 | Integrated Services Communication Mix. | VIEW |
| 4 | Services Marketing Triangle | VIEW |
| 5 | Managing Physical Evidence | VIEW |
| 6 | Service Scape | VIEW |
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