Service Sector Management is a TYBMS Sem 5 subject at St. Xavier’s College. The number of lectures required to complete the subject is 60. Service Sector Management subject aims to apprise the BMS students of the core basic principles and concepts of the service marketing mix, quality and production. The subject highlights the various sectors contributing to the growth of the service sector.


Unit 1:

Introduction to services marketing:

15 lectures

  1. Role of services in modern economy
  2. Distinctive characteristics of services
  3. Marketing challenges of services
  4. Services marketing environment
  5. Goods vs services marketing
  6. Goods-service continuum
  7. Consumer behavior
  8. Services marketing triangle.

Unit 2:

Key elements of services marketing:

15 lectures

  1. Product – Pridna Communication Mix
  2. Distribution – People – Physical Evidence – Process
  3. Positioning – Market Segmentation
  4. Balancing of demand and capacity
  5. Branding of services – problems and solutions

Unit 3:

Service Quality:

15 lectures

  1. Improving service quality and productivity
  2. Service quality – Gap model
  3. Measuring and improving service quality
  4. Defining productivity – improving productivity
  5. Service recovery
  6. Complaint handling

Unit 4:

Service Management:

15 lectures

  1. Meaning
  2. Vision-mission strategy
  3. Service leadership
  4. Service mapping
  5. Flowcharting
  6. Benchmarking
  7. Internal Marketing
  8. Productivity
  9. Current status and future prospects.


Continuous Internal Assessment:

  1. Mid-semester test
  2. Project work – presentation


The list of reference books of Service Sector Management is as follows:

  1. Service Marketing – Valarie A. Zeuhaml and Mary Jo Sitter
  2. Service marketing people, technology, strategy – A South Asian perspective – Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee
  3. Services marketing text and cases – Harsh V. Verma
  4. Services – marketing – K. Ram Mohan Rao
  5. Services management: The new paradigm in Hospitality – Jay A. Kandampully
  6. Service sector management – C. Bhattacharjee
  7. Services marketing – Govind Apte
  8. Customer Driven Services Management – S. Balachandran

service sector management

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