Services Marketing

Course Name: 

Services Marketing (MBA829)






Elective Courses

Credits (L-T-P): 

(3-0-0) 3


Services Marketing – Nature, Need, Classification of Services, Barriers and Issues in Services Marketing in the Indian Context. Gaps Model of Service Quality, Expectations and Perceptions, Measuring Service Quality- SERVQUAL, Building Customer Relationships and Service Recovery. Relationship Marketing, Positioning, Service Development and Designing Services, Service Blue Printing, Quality Function Deployment, Adding Value, Physical Evidence and Services Cape. Pricing Strategies for Services, Creating and Managing Service Delivery, Balancing Demand and Capacity, Waiting Lines and Reservation. Integrated Services Marketing Communication, Services Advertising Strategies, Integrated Model of Services Quality.


1. Christopher Lovelock, Services Marketing – People, Technology, Strategy, Addison Wesley Longman (Singapore), Pearson Education Asia, 4th Edition, 2001.
2. Roland T. Rust, Anthony J. Zahorik and Timothy L. Keiningham, Services Marketing, Harpercollins, 1996.
3. Valarie A.Zeithmal and Mary Jo Bitner, Services Marketing – Integrating Customer Focus Across the Firm, Tata McGraw-Hill, New Delhi, 2nd Edition, 2002.
4. Christopher H. Lovelock and JochenWirtz, Services Marketing, 7th Edition. Prentice Hall, 2010.


School of Management

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Dr. Sheena
Head, School of Humanities, Social Sciences and Management,
National Institute of Technology Karnataka
Post: Srinivasanagar, Surathkal, Mangalore - 575025
Karnataka, India.
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