Unit-1
Distinctive aspects of service management-services in modern economy,marketing services versus goods,integrated approach,environment of services.
Customer involvement in services-services differentation,service as a process,management
Challenges
Customers and service operation,service as a system ,managing service encounters,customer misbehaviour,customer as a co producer

Unit-2
Customer behavoiur-nature of service consumption,customer needs and expectations,customer evaluation of performance,strategic responses,purchasing process service offering evaluation
Targeting customers,managing relationships and building loyalty-segmentation strategies
Selecting customer portfolio. Valued relationships, customer loyalty
Consumer complaining behavior. Service recovery. Service guarantees

Unit-3
Positioning a service in the market place – search for competitive advantage, creating a competitive position, steps in developing a position strategy, positioning maps
Priving strategies for services- Customer perspective, Service pricing, monitory pricing objectives, Pricing strategy, Pricing and demand
Customer Education and Service promotion- Marketing communications, implecations for communication strategy. Communication objectives. Markering communications mix internet for market communications

Unit-4
Scenarios for service delivery, options for service delivery. Place and time decisions.
Servicescape, role of intermediaries
Balancing demand and capacity-ups and downs of demand, measuring and managing capacity, Patterns and determinants of demand, strategies for managing demand
Managing customer waiting lines and reservations – Universality of waiting , minimizing perceived length of wait, calculating wait times, reservations

Unit-5
CRM Marketting initiatives. CRM and customer service, Sales Force automaion, CRM in E-Business. Analytical CRM

Suggested reading:
1. Christopher Lovelock – Services Marketing – people, Technology, strategy. PH 2001
2. Jill Dyche – The CRM Hand book. Pearson 2002