Services Marketing
Course name: Services Marketing
Cluster: Marketing
Period: International Business - Year 4
Semester: Fall Semester (starts in September)
Study load: 5 ECTS (~140 hours)
Exam: written exam
Course description
After looking into the differences between products and services and the resulting consequences for marketers, the lessons are structured around the GAPS model of service quality. At the centre of the GAPS model, is the provider gap; the discrepancy between the service consumers and customers expect and the service they perceive. During this subject, you will learn a wide range of factors contributing to the provider gap and how service providers can close it to increase the satisfaction and the loyalty of their customers and, ultimately, the profitability of their firm.
Competences and learning objectives
After the course you can:
- Explain the implications of the differences between products and services for service providers;
- Advise service providers on how consumers choose and evaluate services, and how to manage customer expectations and perceptions of service;
- Explain the relationships among customer satisfaction, service quality, loyalty, and individual service encounters;
- Explain the customer gap and how the provider gaps are responsible for the customer gap;
- Explain how firms can build customer relationships and to show how marketing research information can be used for services;
- Read and develop service blueprints and advise service providers on how to develop customer-defined service standards;
- Explain the profound impact of physical evidence on customer perceptions and experiences;