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The marketing of service presents unique challenges and opportunities to enhance value creation by customers. This is because of the intangible, heterogeneous nature of the offering and the critical role of service personnel in service delivery. Strategies to address these challenges and opportunities are presented. Topics include: buyer behaviour of services; managing effective servicescapes; the importance and measurement of service quality, customer satisfaction, perceived value and loyalty; relationship marketing philosophy and practice; managing supply and demand of perishable service; the role of service personnel and customers in value creation; minimising the role stress of service personnel; service failures, customer complaint behaviour and effective service recovery.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Analyse the unique challenges involved in the provision of service.
- Apply the relevant service marketing theories, concepts and frameworks to solve service related problems and evaluate current business practices.
- Evaluate the process of value co-creation for enhanced customer experiences
- Critique commonly used service metrics such as perceived service quality, customer satisfaction and net promoter score.
- Appreciate front-line staff and apply practices to recognise and minimise role stress.
High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas.
Moderate level of development: oral communication; use of computer software.
Some level of development: statistical reasoning.
Last updated: 16 June 2020