1. Introduction to Services
1.1 Definitions and Characteristics of Services
1.2 Differences Between Goods and Services
1.3 Tangibility Continuum/Spectrum
Quiz
Chapter Summary
Exercise
2. The Marketing Mix for Services
2.1 The Extended Marketing Mix
Quiz
Chapter Summary
Case Study – Starbucks
Activity
3. Models of Service Quality
3.1 GAPS Model of Service Quality
3.2 SERVQUAL (Or RATER) Model
3.3 SERVPERF Model
3.4 Grönroos Model (Nordic)
3.5 Levels of Customer Expectations
3.6 Zone of Tolerance
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Chapter Summary
Assignment
4. What do Consumers Perceive, Seek, Select, and Experience?
4.1 Identify Consumer Wants and Desires
4.2 Search, Experience, and Credence Properties of Services
4.3 Consumer Perception, Expectation, and Choice
4.4 Consumer Post-experience Evaluation and Satisfaction
4.5 Service Recovery and Service Guarantee
Quiz
Chapter Summary
Case Study – Disneyland’s initial failure in Europe
Assignments
5. Service Design and Standards
5.1 Service Innovation, Development, and Implementation
5.2 Elements and Types of Physical Evidence in Services
5.3 Service Design, Service Process Design, and Service Blueprint
5.4 Customer-defined Service Standards
5.5 Servicescape
Quiz
Chapter Summary
Case Study – Innovative Services from AirBnB
6. Communicating and Delivering the Promise of Service Quality
6.1 Integrated Marketing Communication (IMC) for Services
6.2 Challenges in Marketing Communication for Services
6.3 Aligning Service Promise and Delivery
6.4 Role of Employees, Customers, and Channel Partners in Service Delivery
6.5 Matching Service Capacity with Demand
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Chapter Summary
Assignment
7. Pricing of Services
7.1 Different Prices for Different Consumers
7.2 Customer Cost for Services
7.3 Pricing Strategies for Services
Quiz
Chapter Summary
Case Study – Netflix’s Global Pricing Strategy
Bibliography