Service Marketing

Subject

Given the importance of services (tourism, banking, etc.) for the Greek economy, this course focuses on core concepts of Services Marketing. Services Marketing recognizes the unique characteristics of services compared to goods, and deals with the impact of services distinctions on consumer behavior and strategic marketing issues. This course presents the basic characteristics of services, analyzes the classification systems of services, applies models for service quality evaluation, emphasizes the importance of frontline workers and highlights the essential role of internal marketing.

Educational Aims

The course is designed to help students understand:

• The unique characteristics of services compared to physical goods
• The important role of first-line employees during the “moments of truth”
• The influence of the physical environment on service success
• The service quality measurement instruments
• The effect of service failure and the benefits of service recovery strategies
• The value of retaining good current customers (customer loyalty).

Student Evaluation

Student evaluations are mainly based on the marks achieved in the written exams taken at the end of the term.

However, students can gain extra points by working on assignments given to them during the term. This is not compulsory, but can significantly contribute to the final record. Grades are based 20% on assignment and 80% on final exams.

Bibliography

1. Γούναρης, Σ. και Καραντινού Κ. (2014), Μάρκετινγκ Υπηρεσιών, Εκδόσεις ROSILI.
2. Πρωτοπαπαδάκης Ι. (2013), Μάρκετινγκ Υπηρεσιών, Εκδόσεις Σταμούλη.
3. Γαλάνης Β. (1995), Μάρκετινγκ Υπηρεσιών, Εκδόσεις Σταμούλη, Αθήνα.
4. Gremler, D.  Bitner, M. and  Zeithaml, V. (2012), Services Marketing, McGraw-Hill/Irwin.
5. Wirtz, J. Chew, P. and Lovelock C.H. (2012), Essentials of Services Marketing, Pearson Education.
6. Hoffman, D.K. and Bateson, J.E.G. (2010), Services Marketing: Concepts, Strategies and Cases, Cengage Learning.