Services Marketing

Services Marketing studies the characteristics of services, their contribution to assorted economies, service quality, service customer behavior and the relationship between organizational performance and customer retention. The course will focus on a number of service organizations such as theme parks, hair salons, banks, transportation companies, hotels, hospitals, restaurants, insurance companies, law firms, educational institutions, advertising agencies, consulting companies, and other professional service firms that require a distinctive approach to marketing strategy in development and execution. Services marketing topics will include planning, delivering, and evaluating a firm?s performance with respect to customer?s experiences. Understanding the development and uniqueness of a service?s marketing program will be the objective for study.