SECTION I

INTRODUCTION TO MARKETING OF SERVICES

1. Introduction to service industry:

a) Concepts,
b) Characteristicsi.
ii.
iii.
iv.

intangibility,
inseparability,
variability,
perishability;

c) Classification; Service as a processi.

people,
ii.
possession,
iii.
mental stimulus,
iv.
information processing;
d) Differentiation between goods and services;
e) Factors responsible for growth of service sectorsi.
Liberalization of service sector,
ii.
foreign direct investment,
iii.
better living standards,
iv.
high disposable income,
v.
convenience factors,
vi.
new technological devices;
f) Challengesi.
ii.
iii.
iv.
v.
g) Factors for successi.
ii.
iii.
iv.
v.

infrastructure,
technology,
employees,
consumers,
competition;

focus on customers,
caring for employees,
identification of value drivers,
deploying technology to a firm's advantage,
demand management

2.Service management:
a) Traditional and extended marketing mix for servicesi.
product,
ii.
price,
iii.
place,
iv.
promotion,
v.
process,
vi.
people and
vii.
physical evidence;

b) Service marketing environmenti.

competitors,
ii.
political,
iii.
economics,
iv.
demographic,
v.
socio-cultural,
vi.
technological environment
Case study 1- The housing Finance Sector in India: A Focus on HDFC

SECTION II

MANAGING SERVICES

1. Customer Perception of Service:

a)
b)
c)
d)
e)
f)

Customer Perception;
Satisfaction Vs Service quality;
Customer satisfaction;
Service QualityDimensions of Service QualityGAP Model of Service Quality

perceived service quality,

SERVQUAL Instrument;

2. Customer Expectationsa) Factors influencing customer expectations;

b) Managing customer expectationsi.
consumer education,
ii.
corporate communication,
iii.
service delivery,
iv.
service guarantees,
v.
price policy,
vi.
positioning,
vii.
mission statement,
viii.
service quality
3. Managing Service Operations and Processa) Service Processi.
profitability, and productivity;
b) Service Blueprinti.
Building a service blueprint;
c) Managing demand and supplyi.
lack of inventory capability,
ii.
capacity constraints;
d) Strategies for matching capacity and demandi.
shifting demand to match capacity,
ii.
adjusting capacity to meet demand,
iii.
combining demand and capacity strategies
Case study 2-Indian Beauty Business: A Focus on Shaitnaz Husain

SECTION III- STRATEGIES FOR SERVICE SECTORS

1. Customer Feedback and Recoverya) Service failure and recovery;
b) Aims of service recovery;
c) Recovery strategiesi.
effectiveness of recovery strategies
ii.
value enhancement through service recovery;
d) Service Guarantees
2. Managing People in Service Industrya) Service culture;
b) Service triangle;
c) Strategies for delivering service quality through peoplei.
hire the right people,
ii.
develop people to deliver service quality,
iii.
retain the best people;
d) Customer's role in service delivery;

3. Delivering service through intermediaries and electronic channelsa) Service distribution;

i.
ii.
iii.
iv.

Direct or company - owned channels;

Franchising;
Agents and
Brokers;

b) Electronic Channels; Issues involving intermediaries;

c) Strategies for effective service delivery through intermediariesi.
control,
ii.
empowerment,
iii.
partnership strategies

Case study 3- Relationship between employee satisfaction, customer satisfaction, and market share- the case of Hewlett-Packard

SECTION IV

CUSTOMER RELATIONSHIP MANAGEMENT

1. Relationship in businessa) Psychological perspective of relationship;

b) Evolution of relationship as a marketing tool;
c) Purpose of relationship marketing;
d) Approaches towards marketing practicesi.
in agricultural economy,
ii.
in Industrial economy,
iii.
in Post-industrial economy
2. Customer Relationship managementa) Definition;
b) Emergence of CRM practice;
c) CRM cycle;
d) Significance of CRM
3. Customer Retention Managementa) Introduction,
b) strategies for customer Retentioni.
complaint management system,
ii.
service recovery strategies,
iii.
managing customer waiting;
iv.
Customer Recall Management,
c) customer recall strategiesi.
personalisation strategy,
ii.
differentiation strategy,
iii.
customer delight approach

Case study 4-CRM- Designing and Building Intelligent Solution (The case of Jubilant
Organosys Limited)

SECTION IV

DEVELOPMENTS IN CRM

1. E-CRMa)
b)
c)
d)

Introduction,
features,
advantage;
Technologies of e-CRMi.
voice portal.
ii.
web phones,
iii.
BOTs,
iv.
virtual customer repetitive;

e) Functional components of CRM solution:

f) Important CRM softwarei.
Siebel,
ii.
Oracle,
iii.
MySap CRM,
iv.
PeopleSoft
2. Implementation of Information Technology Tools in CRMa)
b)
c)
d)

Database management;
Database Construction;
Data Warehousing;
Data Mining

3. Customer Care Management through Information Technology Toolsa)

b)
c)
d)
e)

Introduction,
Call centre;
Multimedia contact centre;
Electronic Point of Sale (EPOS),
Automated Teller Machines; Wi-Fi Banking

4. Customer Relationship Management Practices in Indian Service Businessa)

b)
c)
d)

Banking and Financial Sector;

Hospitality Industry;
Aviation Industry;
Retail Industry

Case study 5- Customer Relationship Management (CRM) in Banking: A Case Study of ICICI
Bank