Marketing de Serviços

Marketing Introduction

The following teaching methodologies are used in this course: 

1) Verbal methodologies (say), making use of pedagogical resources: exhibition, explanation, and dialogue; 

2) Intuitive methodologies (show), making use of pedagogical resources: demonstration, audiovisuals, and written texts; 

3) Active methodologies (to do), making use of pedagogical resources: group work; 

4) Methodologies that incorporate new technologies in teaching processes: gamification.

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.