| Unit 1 [Book] | |
| Meaning of Services Marketing and Characteristics of Service | VIEW |
| Difference Between Goods and Services Marketing | VIEW |
| Challenges of Services Marketing | VIEW |
| Services Marketing Myopia | VIEW |
| Expanded Services Marketing Mix (7Ps) | VIEW |
| Levels of Service Expectations | VIEW |
| Factors Influencing Consumer Perception of Service and Case Studies | VIEW |
| Unit 2 [Book] | |
| Types of Service Quality | VIEW |
| Determinants of Service Quality | VIEW |
| Gap Model of Service Quality | VIEW |
| Service Quality Gaps in Delivery | VIEW |
| SERVQUAL Model and Measurement of Service Quality | VIEW |
| Service Quality Research Approaches | VIEW |
| Strategies for Improving Service Quality | VIEW |
| Customer Satisfaction and Perceived Service Value, Case Studies | VIEW |
| Unit 3 [Book] | |
| Customer Participation in Service Creation | VIEW |
| Strategies to Enhance Customer Involvement | VIEW |
| Managing Service Demand Fluctuations | VIEW |
| Service Delivery Systems and Intermediaries | VIEW |
| Service Pricing Strategies | VIEW |
| Revenue Management | VIEW |
| Price Bundling, Captive Pricing, Two-Part Pricing, Loss Leader Pricing | VIEW |
| Unit 4 [Book] | |
| Challenges in Service Communication | VIEW |
| Managing Service Promises and Delivery Gaps | VIEW |
| Integrated Service Communication Strategies | VIEW |
| Role of Advertising and Promotion in Services | VIEW |
| Service Branding | VIEW |
| Servicescape | VIEW |
| Environmental Dimensions, Impact of Physical Evidence on Customer Experience | VIEW |
| Design of Service Environment | VIEW |
| Unit 5 [Book] | |
| Service Failures and Causes | VIEW |
| Service Recovery Strategies and Tactics | VIEW |
| Customer Feedback Systems | VIEW |
| Complaint Handling Mechanisms | VIEW |
| Internal Marketing | VIEW |
| Employee Empowerment | VIEW |
| Role of Employees in Service Delivery | VIEW |
| Managing Moments of Truth | VIEW |
| Customer Loyalty | VIEW |
| Customer Retention | VIEW |
| Customer Lifetime Value (CLV) | VIEW |
