MODULE 6.
SERVICE MARKETING MANAGEMENT
OVERVIEW
This module provides the student with a comprehensive
understanding of the theory and practice of Service Marketing
Management, specifically the nature of services and the '8Ps' of
Service Marketing. The module will develop the student's
analytical and evaluation capabilities in the Services Marketing
area.
LEARNING OBJECTIVES
On successful completion of this module the learner will be able
to:
1. Apply strategic service marketing management concepts and
approaches in service organisations.
2. Critically analyse the management of the service marketing
function of a service organisation and recommend a viable
strategic solution.
3. Critically assess the strategic marketing future of a
service organisation.
4. Illustrate knowledge, comprehension and application of the
taught theory while drawing on and integrating various concepts
and functions previously studied.
5. Develop market based research and analysis which will be
strongly supported by evidence, together with a convincing
analysis of findings that will contribute to the body of
knowledge in the general area of Services Marketing.
SUGGESTED READINGS
Services in the Modern Economy
Strategic service marketing management in the international
service economy, the Irish service economy, the economic
contribution of the service sector, the evolving environment of
services, classifying the service sectors, characteristics of
services and the implications on marketing strategy, the eight
MARKETING MANAGEMENT
DELL 1
components of integrated service management. Managing service
encounters, service encounters: differing levels of customer
contact, the customer as co-producer, customer behaviour in the
service environments.
Service Marketing Strategy
Developing service offerings (core and supplementary services),
The Flower of Service, Pricing and Demand: Revenue Management,
Communication strategies for services, Service delivery issues,
Internationalisation of services and service business,
International distribution of services.
Managing the Customer Interface
Designing and managing service processes (blueprinting),
Productive Capacity Management, Demand Management, Queuing
theory, Managing waiting lines and reservations strategies,
Servicescape Design.
Relationship Marketing and Customer Loyalty
Creating and maintaining valued relationships, lifetime value of
a loyal customer, Customer Relationship Management (CRM),
Developing Loyalty Programmes, Customer Retention as an indirect
contribution to employee retention.
Defection Management and Service Recovery
Customer Defection Management, Consumer Complaining Behaviour,
Jay Customers, Customer Feedback Systems, Complaint Management
and Service Recovery, Impact of Service Recovery efforts on
Customer Loyalty, Developing Viable Service Guarantees.
Managing People for Service Advantage
Service personnel as a source of customer loyalty and competitive
advantage, the Service Profit Chain, Cycles of Failure,
Mediocrity and Success in HR Management, Human Resource
Management in Service Firms, Service culture, Integrating
Marketing, Operations and Human Resources.
Managing Service Quality
Managing service quality, designing and implementing quality
systems, setting standards, measuring and improving quality,
diagnosing failure, The economics of quality, The Gaps Model,
MARKETING MANAGEMENT
DELL 2
quality measurement technologies, soft and hard service quality
measures.
TASK 1
Student will work in solo project that will assess the impact of
Services Marketing on the Business sector. Please submit
narrative report.
Recommended Book Resources
Lovelock, C., Wirtz, J. 2011, Services marketing, Seventh
Ed., Upper Saddle River, NJ; Pearson Education NJ [ISBN:
0136118747]
Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner 2012,
Services Marketing, 2nd Ed., McGraw Hill Higher Education [ISBN:
978007713171]
Malcolm McDonald, Pennie Frow, Adrian Payne 2011, Marketing
Plans for Services, 3rd Ed., Wiley [ISBN: 9780470979099]
Recommended Article/Paper Resources
International Journal of Advertising Marketing [ISSN: 0265-
0487]
Journal of Direct Marketing [ISSN: 1746-0166]
Harvard Business Review [ISSN: 0017-8012]
Journal of Marketing [ISSN: 0022-2429]
Journal of Consumer Research [ISSN: 0093-5301]
Advances in Consumer Research [ISSN: 0098-9258]
European Journal of Marketing [ISSN: 0309-0566]
Irish Business Journal [ISSN: 1649-7120]
Irish Marketing Review [ISSN: 0790-7362]
Marketing Ireland
Sloan Management Review [ISSN: 1532-9194]
MARKETING MANAGEMENT
DELL 3
