Services Marketing

Course Content

Introduction to services marketing

• Key qualities of services
• Services marketing mix

Customer strategy

• Transactional marketing
• Relationship marketing
• Engagement marketing
• Roadmap to customer impact
• Customer loyalty programs

Customer experience

• Psychological foundations of customer experience
• Human experience types
• Customer experience management

Service encounters

• Touchpoints
• Social interactions
• Processes
• Physical and digital environments

Service and relationship outcomes

• Objective measures
• Subjective measures
• Gaps model of service quality
• Service failure and recovery

Intended Learning Outcomes and Competencies

The objective of this class lies in enabling students to comprehend and be able to apply key marketing-managerial approaches and psychological principles to create prosperous customer-firm relationships by means of designing and delivering effective service encounters.

Successful participation will convey competencies to

• outline psychological principles underlying flourishing customer-firm relationships,
• distinguish the mindsets of firms’ relational versus transactional strategic orientations,
• identify the central consequences of customer loyalty and relate loyalty to its determining factors such as service quality and customer satisfaction,
• incorporate the vital role of frontline service professionals,
• design effective services to nurture loyal customers,
• analyze and effectively interpret critical service outcomes,
• implement initiatives to recover successfully from service failures.

Instruction Type

Face-to-face (in physical classroom)

Form of Examination

Final written exam (67 percent), one group presentation including submitted presentation slides of case study assignment (33 percent)