SERVICES MARKETING

Catalog description

The course addresses unique services delivery and value creation challenges of services, such as intangibility, lack of inventory and close interaction between provider and customer, as well as the associated marketing and management tasks for the provider, including managing demand and human resources. Determinants of service quality, the critical role of customer contact employees in service delivery and the role of emerging technologies in customer service are examined. Measure service quality; and design, promote, and deliver outstanding service.