CONTENTS

Unit: 1 INTRODUCTION TO SERVICE MARKETING                                   13
Introduction
Meaning and Definition of Services
Service Sector
Role of the Service Sector in the Economy
Factors Contributing towards the Growth of Services
Growth of Service Sector in India
→ Reasons for the Growth of Service Sector in India
State of Services
Performance Indicators of the Service Sector
Recent Trends in the Service Sector
Challenges in the Current State of Services
Nature and Characteristics of Services
Service Intangibility
Challenges of Service Intangibility
Strategies to Overcome Intangibility
Services Marketing
Meaning and Concept of Service Marketing
Definition of Service Marketing
Objectives of Service Marketing
Need for Service Marketing
Review Questions
Unit: 2 SERVICE MARKETING MIX                                                       49
Introduction
Concept of Marketing Mix
Service Marketing Mix
Characteristics of Service Marketing Mix
Product
Product Life Cycle
➡Service Product Levels
➡Service Product Decisions
New Product Development Process
Branding of Services
→ Choosing Brand Elements
→Attributes of Strong Brand
→ Branding Strategies for Services
→Tact's used in Implementing Strategy
→ Benefits of Branding
Service Packaging
→ Reasons for Using Packaging as Marketing Tool
→Packaging Challenges Brought By Change
Price
Characteristics of Pricing in Services
Pricing Objectives
Importance of Price Mix
Factors Affecting Pricing
Guidelines for Service Pricing
Approaches to Pricing Services
Place
Issues Relating to Place
Significance of Location
Channel Decisions
Channel Options for Service Providers
Promotion
Promotion Objectives
Target Audience
Components of Promotion Mix
Consumer Promotion in Service Marketing
Guidelines for Promotion mix
Service Distribution Strategies
Service Transactions
Distribution Strategies
Strategic Issues in Service Distribution
Distribution of the Flow of Service/Forms of Channel
Forms of Channels for Distribution
Design of a Service Distribution System
People (Participants)
Types of Service Employee
Importance of Service Employee
Qualities Required by Service Employee
Roles of a Service Employee
Boundary-Spanning Roles
Problems Faced by Service Employee
Strategies for Delivering through People
Service Process
Meaning of Service Process
Characteristics of Service Process Design
Elements of the Service Process
Types of Service Process
Steps for Managing Service Processes
Service Blueprint
→ Elements of Blueprinting
→Building a Blueprint
Decisions Required for Planning a Service Process
Challenges in Designing the Service Process
Importance of Customers in Service Creation and Delivery
Review Questions
Unit: 3 Service System and Consumer Behaviour                                        129
Service System
Elements of Service System
Components of a Service System
Examples of a Service as a System
Customer Behaviour
Why Should We Analyze the Customer?
Black Box Effect
What does the customer buy?
Customers Need and Expectations
→Types of Consumers Expectations
→Components of Customer Expectations
Consumers Perception
→Nature of Perception
→ Factors Affecting the Perception of Consumers
Consumer Decision Making Roles
Factors Influencing Customer Behaviour
Front Office
Front Office Operations
Back Office
Back Office Operations
Importance of the Back-Office
Industries Having Large Back-Office Operations
Service Delivery System
Elements of a Service Delivery System
The Service Triangle
Service Process
Importance of Service Process
Understanding Service Process
Importance of Customers in Service Creation and Delivery
Customers' Roles
Need to Know Customer
Importance of Knowing Your Customer
How to Implement "Know Your Customer" in Service Marketing
Types of Customer Needs
Methods for Identifying Customer Needs
Why Meeting Needs is Important
Customer as a Decision Maker
Reasons behind Consumer Decisions
Buying Situations Faced By the Consumer
Levels of Consumer Decision Making
➡Consumer Decision Making Process
Review Questions
Unit: 4 Service Decision Process and Service Marketing Strategies      175
Introduction
Service Decision Process
Need Recognition and the Need for New Services
Types of Need Recognition
Factors Influencing Need Recognition
Drivers for New Service Development
Information Search
Importance of Information Search in Service Marketing
Types of Information Sources
Factors Influencing the Extent of Information Search
Role of Technology in Information Search
Service Evaluation
Stages of Service Evaluation
Types of Service Attributes
Criteria Used for Service Evaluation
Factors Affecting Service Evaluation
Implications for Service Marketers
Purchase Decision
Nature of the Purchase Decision in Services
Stages of the Purchase Decision Process
Factors Influencing the Purchase Decision
Reducing Consumer Perceived Risk at Purchase Stage
Organizational Implications of the Purchase Decision
Pre-Purchase Behaviour
Characteristics of Pre-Purchase Behaviour in Services
Stages of Pre-Purchase Behaviour
Factors Influencing Pre-Purchase Behaviour
Post-Purchase Behaviour
Determinants of Post-Purchase Behaviour
Outcomes of Post-Purchase Behaviour
➡Factors Affecting Post-Purchase Behaviour
Strategies for Managing Post-Purchase Behaviour
Interlink Between Post-Purchase and Future Purchase Behaviour
Difference between Pre-Purchase and Post-Purchase Behaviour
Service Marketing Strategies
Key Service Marketing Strategies
Marketing of Health Services
→ Health Services in India
→ Marketing Mix for Hospitals
→ Pricing of Health Care Services
→ Promotion of Health Care Services
→ Indian Health Care Industry
→ Factors Contributing to the Growth of Healthcare in India
→ Service Marketing Strategies for Health
Marketing of Tourism Services
→ Users of Tourism Services
→ Service Marketing Strategy for Tourism
→ Marketing Mix for Tourism
Marketing of Insurance and Banking Services
→ Marketing Mix of Banking and Insurance Services
→ Promotional Strategy for Banking and Insurance Sector
Strategic Trends
Review Questions