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IFHE Hyderabad off Campus Centre, IBS Bangalore

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Back-io~Basic· •I•.

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Services Marketing Assignment: ••
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Services Marketing Cours-e ·code:~SLMM604 ·; ,

Semester: III (Batch of 2025) ~' ~
Internal Assessment (assignment and Viva Voce:) . ...," -, .'~
Faculty: Dr. B. Shafiulla • ) , •• .
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1. Definition of services·· .
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2. Service sectors examples

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3. Characteristics of services- Intangibility, Heterogeneity, Insepara6itity and

Perishability (IHIP.)
4. Moments of Truth
5. Service Blue Print
6. Service Encounter
7. Tangibility Spectrum
8. Physical evidence (Service environment) and Servicescape
9. 7ps of Services (4P's + People, Physical Evidence and Process)
10. QFD : Quality Function Deployment
11. Tangibility Spectrum (least to high)
12. Service Delivery (Berner &Gronoos)
13. Critical Incidents. (Dissatisfied or Delighted)
14. Service Quality
15. SerQual Dimensions
16. Search Quality, Experience Quality & Credence Quality
17. Triangle of services marketing (internal, external, and interactive marketing)

18. National Customer Satisfaction Index (USA)

19. American Customer Satisfaction Index

20. Customer Perception

21. Customer expectation

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22. Custom er satisfa ti
23 R . c on a nd customer delight
• e1ataonship Marketing
24. Custom er R l .
e ataonship Management (CRM)
25. Know Your Customer (KYC)
26. Life tim
e va 1ue of customers (LTVC)
27. Custom er Retention strategies
28• Custom er Defectio
n
29• Types of custome
r complaints
30. Complaint as a Gift.
31. Service Recovery and Strategies
32. Service Recovery Paradox
33. Service Guaran tee
34. Stages in New Service Development
35. Custom er Defined Service Standar ds (COSS)
36. Hard & Soft Service Standar ds
37. Service Delivery
38. Custom er as Partial Employee
39. The customer who complains is your friend."
40. "A complaint is a gift. !?"
41. Custom er is the King!
42. Custom er always right?
43. Zone of Tolerance
44. Gaps Model of Service Quality (Gaps 1-5)
45. Service Culture
46. The Perception Gap
47. SSTs (Self Service technologies)
48. Jay Custom ers
49. Service Audit
50. Return on Quality
51. Segmentation, Targeti ng and Positioning (STP Strategy)
52. Integra ted Market ing Commu nication

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