MMK251 Services Marketing HD notes

Description

These notes have been compiled from a combination of weekly readings, lecture material and insights brought to life within seminars. With a large volume of content covered in this unit, I have brought together the most important concepts to help with exam study. Content covered includes: Week 1- Marketing in the service economy Week 2- Customer behaviour, culture and service encounters Week 3- Developing service products Week 4- Crafting the service environment Week 5- Understanding costs and developing pricing strategies Week 6- Balancing productive capacity and demand Week 6/7- Integrated services marketing communications Week 7- Managing people for service advantage Week 8- Customer satisfaction and service quality Week 9- Managing relationships and building loyalty Week 10- Handling customer complaints and managing service recovery