• Services – Meaning, Features, Classification of Services: End User, Degree of Tangibility, People Based Services, Expertise Required, Orientation Towards Profit, By Location
• Service Sector Management – Meaning, Significance of Service Sector, Reasons for Growth in Service Sector
• Service Organization – Importance of Layout and Design of Service Organization, Servicescape
• Service Culture in Organization – Meaning, Developing Service Culture in Organization
• Relationship Marketing – Meaning, Need and Importance in Service Sector Organizations, Six Market Model
• Role of Service Employee
• Role of Customers in Service Process– Customers as Productive Resources, Customers as Contributors to Service Quality, Customers as Competitors
• Service Encounter and Moment of Truth –Meaning, Nature, Elements of Service Encounter

• Human Element in Service Sector – Introduction, Role and Significance
• The Services Triangle
• Front Line Employees /Boundary Spanners– Meaning, Issues Faced by Front Line Employees: Person/ Role Conflicts, Organization/ Client Conflict, Interclient Conflict
• Emotional Labour – Meaning, Strategies for Managing Emotional Labour
• Recruitment in Service Sector– Recruiting Right People, Recruitment Procedures and Criteria, Challenges in Recruitment in Service Sector
• Selection of Employees in Service Sector – Interviewing Techniques: Abstract Questioning, Situational Vignette, Role Playing
• Develop People to Deliver Service Quality
• Compensating Employees in Service Sector
• Motivating Employees for Services
• Empowerment of Service Workers – Meaning, Advantages and Limitations

• Quality Issues in Services: Meaning and Dimensions of Service Quality, The Service – Gap Model, Reasons and Strategies to fill the Gaps
• Delivering Services through Agents and Brokers – Meaning, Advantages, Challenges, Strategies for Effective Service Delivery through Agents and Brokers
• HRM in Public Sector Organizations and Non – Profit Sector in India
• Issues and Challenges of HR in Specific Services:

# Business and Professional Services: Banking and Insurance, Legal, Accountancy
# Infrastructure: Roads, Railways, Power
# Public Services: Police, Defense, Disaster Management
# Trade Services: Wholesale and Retail, Advertising, Maintenance and Repairs
# Personnel Services: Education, Health Care, Hotels

• Social and Charitable Services

• Human Resource Planning Evaluation in Service Sector – Meaning, HRP Evaluation Process, Purpose of HRP Evaluation in Service Sector, Issues Influencing HRP Evaluation in Service Sector
• Service Leadership – Meaning, Integrating Marketing Operation and Human Resources, Creating a Leading Service Organization, The Service – Profit Chain Model
• Attrition in Service Sector –Meaning, Reasons for Attrition in Service Sector, Cycle of Failure, Cycle of Mediocrity and Cycle of Success
• Retaining the Best People in Service Sector – Including Employees in Company’s Vision, Treat Employees as Customers, Measure and Reward String Service Performers
• Globalization of Services- Meaning, Reasons for Globalization of Services, Impact of Globalization on Indian Service Sector. Organisational Effectiveness, Ways to Enhance Organisational Effectiveness.