Service Marketing and Relationship Strategies

Overview

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Master service marketing strategies and learn how to deliver exceptional customer experiences that drive satisfaction and loyalty. Understand how service quality and relationships impact business success. This course provides a practical approach to service marketing by combining key frameworks with real-world application. You will explore the unique characteristics of services, including intangibility and variability, and understand how they influence customer expectations and perceptions. You will learn important models such as the Service Marketing Triangle, Goods–Service Continuum, Service Quality Gap Model, and Zone of Tolerance to evaluate and improve service performance. The course also focuses on managing service encounters, identifying service failures, and implementing effective recovery strategies. In addition, you will develop relationship marketing skills to build long-term customer engagement and strengthen brand loyalty in competitive service environments. By the end of the course, you will be able to design high-quality service experiences, improve customer satisfaction, and apply strategic service marketing techniques to support sustainable business growth.

Syllabus

Foundations of Services Marketing

This module introduces the foundational concepts of services marketing, including the extended marketing mix, the service sector’s role in the economy, the goods–service continuum, and the Service Marketing Triangle. Learners explore how service encounters and human interaction shape customer perceptions, highlighting the distinctive characteristics that differentiate services from tangible goods.

Service Quality & Customer Perception

This module focuses on measuring and managing service quality through the Service Quality Gap Model and the Zone of Tolerance framework. Learners explore how service recovery strategies, leadership practices, and branding initiatives influence customer expectations, trust, and long-term loyalty in service organizations.

Customer Relationships & Strategic Service Design

This module examines the dimensions of service quality and explores customer behavior within the context of relationship marketing. Learners analyze how organizations design high-quality service experiences and integrate extended marketing mix elements to foster long-term customer engagement and sustainable service growth.