Marketing de Serviços

Marketing Introduction

In this curricular unit, the following teaching methods are used:

a) Verbal methods, using exposition, explanation, dialogue, debate and interrogation;

b) Intuitive methods, using demonstration, audio-visual and written texts;

c) Active methods, using group work and case studies.

At the end of this curricular unit, the student is expected to be able to: 

a) Explain the fundamental concepts of service marketing;

b) Compare and operationalize service quality assessment models;

c) Identify service customer requirements;

d) Use design methodologies and definition of service standards;

e) Choose strategies and tools to provide a quality service;

f) Select management strategies for the organization’s service promises to its customers;

g) Assess the impact of strategic and operational service marketing decisions on the performance of service providers.

Part I. Services Marketing Fundamentals

1. Introduction to services

2. Service quality assessment models

3. Customer expectations for the service

4. Customer perceptions about the service

Part II. Understanding customer requirements

5. Listening to the customer through marketing research

6. Customer relationship building

7. Service recovery

Part III. Alignment of design and service standards

8. Innovation and service design

9. Physical evidence and service setting

Part IV. Service provision and performance

10. Importance of customers in service provision

11. Demand and capacity Management

Part V. Service Promise Management

12. Integrated service communication

13. Service price management

NAO

Almeida, M. R., & Pereira, J. M. (2014). Marketing de Serviços (1.ª ed.). Edições Sílabo.

Hoffman, K. D., & Bateson, J. E. G. (2017). Services Marketing: Concepts, Strategies & Cases (5th ed.). Cengage Learning.

Saias, L. (2007). Marketing de Serviços: Qualidade e Fidelização de Clientes. Universidade Católica.

Zeithaml, V.  A., Bitner, M.J., & Gremler, D. D. (2014). Marketing de Serviços: A empresa com foco no cliente (6.ª ed.). AMGH.