MKTG 471: Services Marketing |
This course focuses on the marketing of services and the techniques necessary to improve customer service. It is taught from the perspectives of both marketing managers and customers. Students will develop a broad knowledge base regarding the following marketing concepts: customer expectations, complaint behavior, measures of customer satisfaction, relationship marketing, servicescapes, collaborative service culture, discretionary collaborative behavior and service rules. Upon completion of the course, students will understand not only how to effectively market a service, but also how to get the best service.
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