Service and Technology Marketing
Services are deeds, processes and performances provided by firms and individuals to create customer experiences. Services dominate the world economy: More than two thirds of the GDP in developed nations come from services. However, the marketing of services is in many ways different from marketing products. Therefore, the primary objective of this course is to provide advanced marketing students with insights specific to the marketing of services in both goods and services organizations. In addition to fundamental aspects of services marketing, more recent developments centered on the technology aspect of services (e.g. Spotify, Netflix, Smart Services, Machine Learning, Robotics) will be covered. The course is designed around a conceptual framework called the Gaps Model of Service Quality that is used all over the world to help companies deliver better service. The model has five gaps: (1) The Customer Gap: Difference between customer expectations and perceptions, (2) The Listening Gap: Not knowing what customer expect, (3) The Design and Standards Gap: Not having the right service designs and standards, (4) The Service Performance Gap: Not delivering to service expectations and (5) The Communication Gap: Not matching performance to promises.
The course focuses on the challenges of managing and marketing high-tech products and services. The attraction, retention, and building of strong customer relationships through quality service and innovative technologies are at the heart of the course content. After the course, participants will (a) have profound knowledge about the gaps in services marketing and (b) how to address those gaps, (c) study and analyze the role of services and technology provided by organizations through the means of a service/technology audit and (d) master the market research tools employed to understand consumer behavior in high-tech markets.