Service Sector Management is a Semester 5 subject of TYBMS (Mumbai University exam). Service Sector, an important part of the Indian economy includes – retail, banks, hotels, education, real estate, health, social work, computer services, media, communication and so on.


Here we present the detailed syllabus of Service Sector Management:

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 – Pricing 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


Reference Books:

  1. Service Marketing – Valarie A. Zeithaml and Mary Jo Bitner
  2. Service Marketing – People, Technology, Strategy – Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee
  3. Service 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


The following two tabs change content below.
We, at, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to [email protected]

Leave a reply is aimed at revolutionising Bachelors in Management Studies education, also known as BMS for students appearing for BMS exams across all states of India. We provide free study material, 100s of tutorials with worked examples, past papers, tips, tricks for BMS exams, we are creating a digital learning library.

Disclaimer: We are not affiliated with any university or government body in anyway.

©2020 BMS - Bachelor of Management Studies Community 

A Management Paradise Venture

Ask Us On WhatsApp

Log in with your credentials


Forgot your details?


Create Account