Service Marketing

Paper Code: 
BSG 424
Contact Hours: 
Max. Marks: 

Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.

Unit I: 
Unit I

Introduction to Services & Services marketing:

Services -Concept of, Characteristics .Difference between Goods and Services, Classification of services

Concept of Service Marketing, components of service marketing, Goods and service continuum.

Significance of services marketing.

Unit II: 
Unit II

Marketing Mix for services:

Marketing Mix: Meaning and importance of Marketing mix of services.

Marketing mix elements for services-Product - Levels of service product, Service  Product mix and its features, New service development process. Price mix ,Place mix, Various Tools of Promotion mix. Expanded mix for service marketing - People, Process and Physical Evidence. Service marketing Triangle

Unit III: 
Unit III

Strategic Issues in Services marketing:

Segmentation- concept. Basis for segmentation. Targeting- concept , strategies,

Positioning-meaning & importance.

Marketing research in services marketing- concept   & process.

Unit IV: 
Unit IV

Service quality – meaning, importance. Dimensions used to measure   service quality. GAP Model of service quality.

Total Quality  Management : Meaning, principle, effects. Quality Circles: definition, benefits, structure.

Service encounter- meaning ,  type. Service failure – meaning , reasons . Service recovery- meaning, strategies. Customer retention- meaning, benefits.

Unit V: 
Unit V

Bank Marketing-Concept, Need, Importance, Marketing mix for banking services.

Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services.

Tourism Marketing- Concept, Need, Importance, Marketing mix for tourism services

Essential Readings: 

1. Apte Govind, “ Services Marketing”.Oxford Higher Education.2010.

2. Jha S. M., “Service Marketing”, Himalaya Publishing House, Bombay.1st edition 3.

3. Srinivasan R., “Service Marketing- The Indian Context”, Prentice Hall of India Pvt. Ltd, New Delhi.2005.

4. Balaji B. “Services Marketing And management”, S.Chand & Company Pvt. Ltd.2014.


1. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.

2. Valarie A.Zeithaml & Mary Jo-Bitner: Services Marketing-Integrating Customer Focus Across the Firm, 3/e, TMH, 2003.

3.Christian Gronroos, “Services Management and Marketing, Wiley Higher Education.2012.

Academic Year: