Course Detail

Course Description Course Outline Course Contribution to Program Qualifications Assessment Methods ECTS-Workload Detail Informations of the Course Numerical Data

Course Description

Course	Code	Semester	T+P (Hour)	Credit	ECTS
SERVICES MARKETING	YBS3216955	Spring Semester	3+0	3	5

Course Program

Salı 16:30-17:15

Salı 17:30-18:15

Salı 18:30-19:15

Cumartesi 16:30-17:15

Cumartesi 17:30-18:15

Cumartesi 18:30-19:15

Prerequisites Courses
Recommended Elective Courses

Language of Course	Turkish
Course Level	First Cycle (Bachelor's Degree)
Course Type	Elective
Course Coordinator	Assoc.Prof. Fatih PINARBAŞI
Name of Lecturer(s)	Assoc.Prof. Fatih PINARBAŞI
Assistant(s)
Aim	The aim of this course is to explain the concept of service marketing through general marketing theories, to convey the sub-concepts specific to service marketing to students, and to inform students about the dynamics of service marketing today.
Course Content	This course contains; Course Orientation and General Information,Introduction to Services,Gaps Model of Service Quality,Customer Expectations of Service,Customer Perceptions of Service,Listening to Customers through Research,Managing Customer Relationships,Service Recovery,Service Innovation and Design,Customer-Defined Service Standards,Physical Evidence & Servicescape,Employees’ Roles in Service,Customers’ Roles in Service,Managing Demand & Capacity,Integrated Marketing Communications,Pricing of Services.

Course Learning Outcomes	Teaching Methods	Assessment Methods
1. Will be able to explain the fundamental concepts of services marketing and how service quality is formed through customer expectations and perceptions.	10, 12, 13, 16, 9	C
1.1. Explain the concept of services and the fundamental characteristics that distinguish services from goods.	10, 12, 13, 16, 9	C
1.2. Define the relationship between customer expectations and customer perceptions in services marketing.	10, 12, 13, 16, 9	C
1.3. Explain the customer gap and provider gaps within the Gaps Model of Service Quality.	10, 12, 13, 16, 9	C
1.4. Explain the key factors influencing customer expectations and their impact on service delivery.	10, 12, 13, 16, 9	C
2. Will be able to explain how customer perceptions, customer satisfaction, and service quality are formed within the context of customer research and relationship marketing.	10, 12, 13, 16, 9	C
2.1. Explain the relationship between customer perceptions, customer satisfaction, and service quality.	10, 12, 13, 16, 9	C
2.2. Explain the role of service encounters (moments of truth) in shaping customer perceptions and satisfaction.	10, 12, 13, 16, 9	C
2.3. Explain the main customer research methods used to understand customer expectations and perceptions.	10, 12, 13, 16, 9	C
2.4. Explain the relationship marketing approach and how customer relationships influence service quality and customer loyalty.	10, 12, 13, 16, 9	C
3. Will be able to explain service failure management, service innovation and design, and the development of customer-defined service standards.	10, 12, 13, 16, 9	C
3.1. Explain the concepts of service failure and service recovery and their effects on customer loyalty.	10, 12, 13, 16, 9	C
3.2. Explain the service innovation and service design process within the context of customer and employee involvement.	10, 12, 13, 16, 9	C
3.3. Explain the purpose and use of service blueprinting in service design and planning.	10, 12, 13, 16, 9	C
3.4. Explain customer-defined service standards and their role in delivering service quality.	10, 12, 13, 16, 9
4. Will be able to explain the roles of the physical environment, employees, and customers in service delivery and their effects on service experience and service performance.	10, 12, 13, 16, 9
4.1. Explain the impact of physical evidence and the servicescape on customer perceptions and behaviors.	10, 12, 13, 16, 9
4.2. Explain the critical roles of service employees in shaping service quality and customer satisfaction.	10, 12, 13, 16, 9
4.3. Explain the nature of boundary-spanning roles and the challenges faced by service employees in service delivery.	10, 12, 13, 16	C
4.4. Explain customers’ roles and levels of participation in service production and value co-creation.	10, 12, 13, 16, 9	C
5. Will be able to explain demand and capacity management, service-specific pricing approaches, and integrated service marketing communication strategies in service organizations.	10, 12, 13, 16, 9	C
5.1. Explain the causes of demand–capacity imbalance in services and its impact on service quality.	10, 12, 13, 16, 9	C
5.2. Explain the main strategies for balancing demand and capacity and the yield management (revenue management) approach.	10, 12, 13, 16, 9	C
5.3. Explain how service prices are perceived by customers and the pricing strategies specific to services.	10, 12, 13, 16, 9	C
5.4. Explain the role of integrated service marketing communications in managing customer expectations and delivering service promises.	10, 12, 13, 16, 9	C

Teaching Methods:	10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:	C: Multiple-Choice Exam

Course Outline

Order	Subjects	Preliminary Work
1	Course Orientation and General Information
2	Introduction to Services
3	Gaps Model of Service Quality
4	Customer Expectations of Service
5	Customer Perceptions of Service
6	Listening to Customers through Research
7	Managing Customer Relationships
8	Service Recovery
9	Service Innovation and Design
10	Customer-Defined Service Standards
11	Physical Evidence & Servicescape
12	Employees’ Roles in Service
13	Customers’ Roles in Service
14	Managing Demand & Capacity
15	Integrated Marketing Communications
16	Pricing of Services

Resources

1. Services Marketing: Integrating Customer Focus Across the Firm, 8th Edition, McGraw Hill.

2. Essentials of Services Marketing, 4th edition, Pearson.

Course Contribution to Program Qualifications

Course Contribution to Program Qualifications
No	Program Qualification	Contribution Level
No	Program Qualification	1	2	3	4	5
1	Defines the theoretical issues in the field of information and management.
2	Describes the necessary mathematical and statistical methods in the field of information and management.
3	Uses at least one computer program in the field of information and management.
4	Sustains proficiency in a foreign language requiredor information and management studies.
5	Prepares informatics/software projects and work in a team.
6	Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management
7	Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
8	Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9	Adopts organizational / institutional and social ethical values.
10	Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary.
11	Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
12	Writes software in different platforms such as desktop, mobile, web on its own and / or in a team.

Assessment Methods

Contribution Level	Absolute Evaluation
Rate of Midterm Exam to Success		40
Rate of Final Exam to Success		60
Total		100

ECTS / Workload Table
Activities	Number of	Duration(Hour)	Total Workload(Hour)
Course Hours	0	0	0
Guided Problem Solving	0	0	0
Resolution of Homework Problems and Submission as a Report	0	0	0
Term Project	0	0	0
Presentation of Project / Seminar	0	0	0
Quiz	0	0	0
Midterm Exam	0	0	0
General Exam	0	0	0
Performance Task, Maintenance Plan	0	0	0
Total Workload(Hour)			0
*Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30=(0/30)**			0
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.

Detail Informations of the Course