Services Marketing

Course Code :2112TEWMKT
Study domain:
Academic year:2019-2020
Semester:2nd semester
Contact hours:30
Credits:3
Study load (hours):84
Contract restrictions: No contract restriction
Language of instruction:English
Exam period:exam in the 2nd semester
Lecturer(s)Annouk Lievens

3. Course contents *

The general objective of this course is to help students acquire in-depth insights into the specific nature of services and develop analysis skills for evaluating the major implications of services management and marketing. The overall theoretical framework is based on the GAP model, whose starting point is the external gap between perceived service quality and delivered service quality. The course covers the following topics, which correspond to the various possible internal service firm gaps that influence the external gap:

  • Understanding customer requirements: analysing customer behaviour and expectation levels
  • Service innovation and developing service standards: the new service development process
  • Delivering and performing service: managing customers, intermediaries, personnel and technologies
  • Managing service promises: internal and external communication issues