Advanced Marketing for Goods and Services
October to December 2015
Liz Gill
liz.gill@sydney.edu.au
The course Advanced Marketing for Goods and Services will commence on 14/10/25 and conclude
on 18/12/15.
The syllabus is both detailed and explicit.
The syllabus and my teaching method reflect how pedagogy is undertaken in Australia, which
means that the course is based on the principles of adult learning. It therefore has a much greater
intensity and student participation requirement to what is usually expected.
Students will need to know that the text is compulsory and it will be used extensively throughout
the course.
SYLLABUS
Subject Overview
Contemporary market economies are dominated by services. This subject helps students appreciate
the distinct characteristics of services and the implications these have for developing and
implementing marketing strategies in a wide range of service industries. Current issues in
technology and ethics are also examined in relation to service organizations.
Learning outcomes
On successful completion of this subject, you should:
 be able to identify the distinctive characteristics of services marketing and explain the expanded
marketing mix;
 be able to conceptualize and explain the significance of satisfaction, value and service quality in
achieving competitive advantage, and devise approaches for measuring these elements;
 be able to formulate a service product strategy and explain the important considerations in the
development of new services;
 be able to explain the importance of asset use and yield management and develop pricing
objectives and strategies;
 be able to describe capacity management techniques and formulate demand management
strategies;
 be able to discuss the implications of service characteristics on marketing communications, and
develop appropriate marketing communications strategies;
 be able to design an effective customer service organization, including implementation
guidelines for a customer service program;
 be able to articulate the importance of customer retention, and develop retention strategies; and
 be able to describe and develop an effective service recovery process.
Students will be required to read assigned papers and to perform an oral formal presentation of one
or two of them
1
How you are expected to engage with the subject
To study this subject effectively, you should follow these guidelines:
1. Refer to each online topic and read the relevant chapters of the prescribed textbook.
2. Read the objectives and commentary for each online topic.
3. Read the provided Readings, if any, for the topic.
4. Complete the review exercise provided for each topic.
5. To gain further insight in the topic area, attempt to read more from the list of 'references for
further readings provided.
6. Take notes as you read further and start preparing initial answers for your assignment tasks well
in advance before the due date.
7. Refer to the learning skills resources provided to ensure that your assignment content and
presentation meet academic standards.
8. After the last topic is completed, reflect on your notes, and revise your learning during the
review period before you attempt the last assessment task.
Studying at university does not mean studying alone. Take advantage of collective wisdom.
Use the subject schedule to plan your studies over the session.
Grading
The grading will be as follows:
- Assessments 20 marks
- Final exam 5 marks
- Participation (beyond formal assessments) 5 marks
The final exam will be written (open questions relating to course materials)
Prescribed text
Services marketing : people, technology, strategy. - 7th Global ed. Christopher Lovelock, Jochen
Wirtz.
The topics in this subject are the Chapters of the prescribed text:
Topic 1
New Perspectives on Marketing in the Service Economy
Topic 2
Consumer Behavior in a Services Context
Topic 3
Positioning Services in Competitive Markets
Topic 4
Developing Service Products: Core and Supplementary Elements
Topic 5
Distributing Services Through Physical and Electronic Channels
Topic 6
Setting Prices and Implementing Revenue Management
Topic 7
Promoting Services and Educating Customers
Topic 8
Designing and Managing Service Processes
Topic 9
Balancing Demand and Productive Capacity
Topic 10 Crafting the Service Environment
Topic 11 Managing People for Service Advantage
Topic 12 Managing Relationships and Building Loyalty
Topic 13 Complaint Handling and Service Recovery
Topic 14 Improving Service Quality and Productivity
Topic 15 Striving for Service Leadership
Schedule
Session
Week
1
1
Date
Chapter
14/10/15
15/10/15 1
Topic
Preparation for Next Class
Introduction to Marketing
Marketing in the Service Economy
Chapter 1 of Prescribed Text
Class Presentation and Discussion
2
1
2
2
2
3
3
3
4
4
4
5
5
5
16/10/15
21/10/15
22/10/15
23/10/15
28/10/15
29/10/15
30/10/15
4/11/15
5/11/15
6/11/15
11/11/15
12/11/15
13/11/15
18/11/15
19/11/15
20/11/15
Case 1
2
3
Case 3
4
5
Case 4
6
7
Case 9
8
Case 5
9
Class Exercise
Consumer Behavior
Positioning Services
Class Exercise
Developing Service Products
Distributing Services
Class Exercise
Setting Prices
Promoting Services
Class Exercise
Service Process
Class Exercise
Demand and Productivity
NO CLASS
NO CLASS
NO CLASS
Chapter 2 of Prescribed Text
Chapter 3 of Prescribed Text
Class Presentation and Discussion
Chapter 4 of Prescribed Text
Chapter 5 of Prescribed Text
Class Presentation and Discussion
Chapter 6 and Discussion
Chapter 7 of Prescribed Text
Class Presentation and Discussion
Chapter 8 of Prescribed Text
Class Presentation and Discussion
Chapter 9 of Prescribed Text
Class Presentation and Discussion
3
6
6
6
7
7
7
8
8
8
9
9
9
25/11/15
26/11/15
27/11/15
2/12/15
3/12/15
4/12/15
9/12/15
10/12/15
11/12/15
16/12/15
17/12/15
18/12/15
Case 7
10
Case 8
11
Case 11
12
Case 12
13
Case 14
14
Case 15
15
Class Exercise
Service Environment
Class Exercise
Managing People
Class Exercise
Relationships and Loyalty
Class Exercise
Service Recovery
Class Exercise
Service Quality
Class Exercise
Leadership
Chapter 10 of Prescribed Text
Class Presentation and Discussion
Chapter 11 of Prescribed Text
Class Presentation and Discussion
Chapter 12 of Prescribed Text
Class Presentation and Discussion
Chapter 13 of Prescribed Text
Class Presentation and Discussion
Chapter 14 of Prescribed Text
Class Presentation and Discussion
Chapter 15 of Prescribed Text
Final Class
Suggested Additional Reading / Resources
If you wish to search for resources beyond your text and readings to clarify your understanding, the
following resources are likely to be particularly useful:
Journal articles
You can access articles by searching databases. The largest are:
EBSCOhost (Business)
Emerald Management Xtra
There are many relevant journals for example:
International Journal of Service Industry Management
Journal of Services Marketing
Journal of Service Research
Service Industries Journal
Services Marketing Quarterly
Service Business: An International Journal
Other services text books
Bateson, J., & Hoffman, K. (1999). Managing services marketing: Text and readings (4th
ed.). Orlando: The Dryden Press.
McColl-Kennedy, J. (Ed.) (2003). Services marketing: A managerial approach. Brisbane:
John Wiley & Sons Australia.
Zeithaml, V., & Bitner, M. (2003). Services Marketing (3rd ed.). Boston: McGraw-Hill.
Assessment Information
Introduction to assessment
To protect the academic integrity of the subject, you may be asked to complete an additional test
(which may be verbal) if I or another member of the teaching staff have doubts that the work that
you have submitted for an assessment item is your own. This test would be held within 4 weeks of
the submission of the assessment.
Assessment Items
Item number
Title
Type
Value
Due Date*
1
Report
Assignment
3 marks
End Week 3
2
Report
Assignment
7 marks
End Week 5
3
Report
Assignment
10 marks End Week 7
* due date is the last date for assessment items to be received at the University
** applies only to assessment items submitted by the due date
Return Date **
End Week 5
End Week 7
End Week 9
4
Assessment Item 1
Written Report
Value: 3 marks
Due date: End week 3
Return date: End week 5
Length: 800 Words
Task: In 4 sections of 200 words each (or less) with at least a single reference in each of the first 3
sections, do the following tasks;
1. Identify distinctive features of services compared to goods
2. Describe ways to categorize services
3. Explain the expanded marketing mix
4. Choose a services organization you are familiar with. Categorize this service, using at least two
of the criteria discussed in the text.
In the week following the due date, you will be asked to peer assess four (4) other students and
grade accordingly. A marking guide and details for submission will be provided.
Rationale
This assessment is to engage you in the subject and to ensure your progress and understanding of
central issues, it will also be the start of discussion and comparison among your peers on the
introductory topics around services marketing.
Marking criteria
Report (2 marks)
Completion of Fail: Not
Report
Completed
Grade range
0-4.5
Peer Assessment (1Marks)
Assessment
Fail: Not
Completion
Completed
Grade range
0-2
Pass:
Definitions
supplied
Categorization
of service
organization
Grade range
5–6
Credit: Good
definitions
supplied and
categorization of
organizations
Grade range
6.5 – 7.0
Distinction: Very
good definitions
supplied and
categorization of
organizations
Grade range
7.5 – 8.0
High Distinction:
Excellent definitions
supplied and
categorization of
organizations
Grade range
8.5– 10
Pass: All
completed with
limited insight
Grade range
2.5-3
Credit: All
completed with
good insight
Grade range
3.5-3.5
Distinction: All
completed with
very good insight
Grade range
4-4.5
High Distinction: All
completed with
excellent insight
Grade range
5
Assessment Item 2
Written Report
Value: 7 marks
Due date: End Week 6
Return date: End week 5
Length: 2,000 words
Presentation: Report format.
Task: Produce a report, in the context of a service organization, discussing the significance of:
1. Segmentation, targeting and positioning,
2. Product strategy, and
3. Service delivery
5
Coverage
1. Conduct a literature review covering the three areas mentioned above and using the research
discuss these areas with regard to service organizations. It would be expected that you would
review at least 10 relevant sources, ideally less than 5 years old.
2. Read Case by Patterson, Scott & Uncles (2014), “Starbucks Failure in Australia”.
3. Drawing on the literature review you have conducted and relevant industry specific research,
assess the previous performance of the organization, and use the results of this assessment to
make 3-5 recommendations to enhance performance.
Your assessment should be in report format and needs to include the following:
 Title page
 Executive Summary (a 1-2 page summary of key findings, strategies and outcomes.
 Table of contents.
 Introduction to the report.
 Literature reviews - covering the areas of segmentation, targeting and positioning; product
strategy; and service delivery. (A subheading for each section would be helpful).
 Refer to Case by Patterson, Scott & Uncles (2014), “Starbucks Failure in Australia”..
 Search for industry specific research, particularly related to the three areas discussed in the
literature review.
 Identify the areas that are performing well and areas of weakness. Support this discussion with
evidence from the case and research.
 Make recommendations to improve performance, supported with research Conclusion
 References in APA format.
Rationale:
This assessment task has been designed to ensure that you are engaging with the subject content on
a regular basis. More specifically it seeks to assess your ability to:
 Enable you to develop a broad grasp of the fundamental nature of services marketing;
 Develop your critical evaluation and reflection skills;
 Provide you with an opportunity to test your understanding of the theory covered in the subject;
 Provide you with further experience in academic writing.
Marks will be awarded based on the following criteria:
 Evidence of an understanding of the theory relevant to the task question;
 Ability to synthesize ideas from multiple authors and present a coherent summary;
 Ability to assess an organization and identify strengths and weaknesses;
 Ability to critically evaluate performance and suggest useful strategies for improvement;
 Clarity of written expression (suitable professional writing style, attention to grammar);
 Professional standard of presentation in report format (good layout and proofreading); and
 Ability to reference subject materials in APA style.
6
Marking criteria
1 Literature review (3 marks)
Segmentation,
Fail:
Pass: Some
Distinction: Very
Credit:
targeting
Definitions
attempt at
Satisfactory
good definitions
and positioning;
not provided.
definitions
definitions,
supplied and
product
Grade range:
Grade range
supported with
categorization of
strategy and service 0-4.5
5–6
research
organizations
delivery defined
Grade range
Grade range
(/10)
6.5 – 7.0
7.0 – 8.0
Literature Review
Poor
Some discussion Good explanation Very good
(/20)
discussion of
of each area,
each area, with
explanation of each
areas, did not
with supporting
supporting
area, good
discuss one or research.
research /
integration of ideas
more areas.
Grade range:
justification.
from various
Not supported 10-12.5
Grade range: 13sources.
with research.
14.5
Supported well with
Grade range:
research.
0-9.5
Grade: 15-16.5
Number of sources/ Only textbook Minimum 10
Good range of
Very good range of
references used
and
sources used.
sources used.
sources used.
(/10)
recommended Older sources
Most less than 5
Sources less than 5
readings used. used.
years old.
years old.
Grade range:
Grade range: 5Grade range: 6.5- Grade range: 7.5-8
0-4.5
6
7
2 Assessment of current performance and recommendations (3 marks)
Areas of weakness
No
Some
Good
Very good
identified (/20)
weaknesses
weaknesses
identification of
identification of
identified.
identified, with
weaknesses,
weaknesses, well
No
some
supported with
supported with
justification
justification.
research.
relevant research.
provided for
Grade range:
Grade range: 13Grade: 15-16.5
weaknesses.
10-12.5
14.5
Grade range:
0-9.5
Recommendations
Limited or too Recommendatio Good
Very good
(/20)
many
ns made, with
recommendations recommendations
recommendati some
made, adequately
made, linked to the
ons / no
justifications.
supported with
weaknesses
justification.
Grade range:
research and
identified and
Grade range:
10-12.5
linked to the
supported with
0-9.5
weaknesses
sound research.
identified.
Grade range: 15Grade range: 1316.5
14.5
3 Presentation and referencing (1 Marks)
APA referencing
Referencing is Some attempt at Referencing is
Referencing is
style should be used absent / not
referencing
moderately
mainly accurate
to acknowledge
systematic
Grade range: 5accurate
Grade range: 8.5-9
sources (/10)
Grade range:
6
Grade range: 6.50-4.5
8
The report should
Disorganized / Attempt to
Organization /
Logically organized
be written in an
incoherent
organize in a
presentation can
/professionally
appropriate style
Grade range:
logical manner
be improved
presented some
using report format
0-4.5
Grade range: 5Grade range: 6.5- improvement
(/10)
6
7
possible
Grade range: 7.5-8
High Distinction:
Excellent definitions
supplied and
categorization of
organizations
Grade range
8.5– 10
Excellent explanation
of each area, excellent
integration of ideas
from various sources.
Very well supported
with research.
Grade: 17-20
Excellent range of
sources used. Most
recent sources.
Grade range: 8.5-10
Excellent identification
of weaknesses, very
well supported with
relevant research.
Grade: 17-20
Excellent
recommendations
made, linked to the
weaknesses identified
and supported with
sound research.
Grade range:
Referencing is
completely accurate
Grade range: 9.5-10
Excellently organized /
professionally
presented
Grade range: 8.5-10
7
Assessment Item 3
Written Report
Value: 10 marks
Due date: End Week 8
Return date: End week 9
Length: 2,500 words
Presentation: Report format.
Task: It could be argued that managing demand, communicating value and handling customer
complaints and service recovery are more critical in services marketing than in the marketing of
goods. Write a report in the context of a service organization discussing the importance of:
1. Managing demand
2. Communicating value
3. Handling customer complaints and service recovery
Coverage
1. Conduct a literature review covering the three areas mentioned above and using the research
discuss these areas with regard to service organizations. It would be expected that you would
review at least 10 relevant sources, ideally less than 5 years old.
2. Review the following case studies:
a. Chow, L. L. (2012). How Shangri-La relaunched its loyalty scheme around 'family',
This can be retrieved from
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=eb33cafb-d6aa-4f7da29a-9379d5c07663
b. Hall, L., McCarthy, D., & Ferrier, A. (2013) Art Series Hotels: Overstay Checkout,
This can be retrieved from
http://www.bestadsontv.com/ad/51310/Art-Series-Hotels-Overstay-Checkout-The-Case-Study
3. Compare and contrast the methods these two organizations use to manage demand and
communicate value.
4. Select one of the above organizations, and develop a customer complaints and service recovery
process for that organization.
Your assessment should be in report format and needs to include the following:
1. Title page
2. Executive Summary (a 1-2 page summary of key findings, strategies and outcomes).
3. Table of contents.
4. Introduction to the report.
5. Literature reviews - covering the areas of managing demand, communicating value and
handling customer complaints and service recovery. (A subheading for each section would be
helpful)
6. Review the two case studies.
7. Discuss methods that the organizations may have used to manage demand and communicate
value. You may be able to find and incorporate some industry specific research.
8. Develop a customer complaints and service recovery process for your chosen organization
9. Conclusion
10. References in APA format
The audience for your report is the Chief Marketing Officer (CMO) of your chosen organization.
8
Rationale
This assessment task has been designed to ensure that you are engaging with the subject content on
a regular basis. More specifically this assessment seeks to assess your ability to:
 Enable you to develop a broad grasp of the fundamental nature of services marketing;
 Develop your critical evaluation and reflection skills;
 Provide you with an opportunity to test your understanding of the theory covered in the subject;
 Provide you with further experience in academic writing.
Marks will be awarded based on the following criteria:
 Evidence of an understanding of the theory relevant to the task question;
 Ability to synthesize ideas from multiple authors and present a coherent summary;
 Ability to develop a customer complaint and service recovery process;
 Clarity of written expression (suitable professional writing style, attention to grammar);
 Professional standard of presentation in report format (good layout and proofreading); and
 Ability to reference subject materials in APA style.
Marking criteria
1 Literature review (3 marks)
Literature Review
Fail: Poor
Pass: Some
Credit: Good
Distinction: Very
High Distinction:
(/20)
discussion of
discussion of
explanation each
good explanation of Excellent explanation
areas, did not
each area, with
area, with
each area, good
of each area, excellent
discuss one or supporting
supporting
integration of ideas
integration of ideas
more areas.
research.
research /
from various
from various sources.
Not supported Grade range:
justification.
sources.
Very well supported
with research.
10-12.5
Grade range: 13Supported well with with research.
Grade range:
14.5
research.
Grade: 17-20
0-9.5
Grade: 15-16.5
Number of sources/ Only textbook Minimum 10
Good range of
Very good range of Excellent range of
references used
and
sources used.
sources used.
sources used.
sources used. Most
(/10)
recommended Older sources
Most less than 5
Sources less than 5
recent sources.
readings used. used.
years old.
years old.
Grade range: 8.5-10
Grade range:
Grade range: 5Grade range: 6.5- Grade range: 7.5-8
0-4.5
6
7
2 Compare and contrast the methods the organization use to manage demand and communicate value (3 marks)
Managing demand
No/little
Demand
Good discussion
Very good
Excellent discussion
(/10)
discussion. No management for of demand
discussion demand
demand management,
supporting
Both
management,
management,
making comparisons
research.
organizations
supported with
making
between the
Grade range: 0- discussed, and
research.
comparisons
organizations. Very
4.5
discussion
Grade range: 6.5-7 between the
good supporting
supported with
organizations. Good research.
research.
supporting research. Grade range: 8.5-10
Grade range:5-6
Grade range: 7.5-8
Communicating
No/little
Communication Good discussion
Very good
Excellent discussion
value
discussion. No of value
of communication discussion
communication of
(/10)
supporting
discussed for
of value,
communication of
value, making
research.
both
supported with
value, making
comparisons between
Grade range: 0- organizations,
research.
comparisons
the organizations. Very
4.5
and discussion
Grade range: 6.5-7 between the
good supporting
supported with
organizations. Good research.
research.
supporting research. Grade range: 8.5-10
Grade range: 5-6
Grade range: 7.5-8
9
3 Development of a customer complaints and service recovery process (3 marks)
Customer
Not completed Process
Good process
Very good process
complaints and
or lacking
developed, with developed,
developed, linked
service recovery
detail. Not
some
adequately
to likely points of
process
supported with justifications.
supported with
failure and
research.
Grade range:
research.
supported with
Grade range: 0- 15-19
Grade range: 19.5- sound research.
14.5
22
Grade range: 22.525
4 Presentation and referencing (1 marks)
APA referencing
Referencing is Some attempt at Referencing is
Referencing is
style should be used absent /not
referencing
moderately
mainly accurate
to acknowledge
systematic.
Grade range: 5-6 accurate
Grade range: 8.5-9
sources (/10)
Grade range: 0Grade range: 6.54.5
8
The report should
Disorganized / Attempt to
Organization /
Logically organized
be written in an
incoherent
organize in a
presentation can
/professionally
appropriate style
Grade range: 0- logical manner
be improved
presented some
using report format
4.5
Grade range: 5-6 Grade range: 6.5- improvement
(/10)
7
possible
Grade range: 7.5-8
Excellent process
developed, linked to
likely points of failure
and supported with
very sound research.
Grade range: 25.530
Referencing is
completely accurate
Grade range: 9.5-10
Excellently organized /
professionally
presented
Grade range: 8.5-10
Planning and Presenting your Assessments
The following notes apply across the different tasks – read the notes within each assessment task for
details.
1. General Points
Make sure you proof read your work before you submit it – poor grammar and typographical errors
detract from the quality of your writing and will affect your grade.
In all written work you submit, you must acknowledge the published sources that you draw your
facts and ideas from by citing them within your work and including them in a Reference List at the
end.
You should not directly quote, except for terminology and definitions, but rather interpret and
rephrase in your own words.
Citing references lends strength to your arguments and is also important to avoid accusations of
plagiarism. Exact references should be given, not only for direct quotations but for all matter summary, conjecture, fact and opinion - based on books or documents.
Please follow APA referencing guidelines.
Always keep a copy of your submission in case the original is lost.
Assessment deadlines must be strictly adhered to. Marks will be lost for late assessments.
Being able to keep to deadlines is one of the skills expected of professionals.
Be careful not to exceed the word limit. Sometimes cutting back your work can be time-consuming,
but succinct writing is an important skill and you will lose marks for work that is over the limit.
10
If you regularly get poor marks on written work, or are new to university assessment, consult with
your lecturer before you submit. They can make comments on a rough draft if you make
arrangements well before the assessment is due.
2. Layout
Paper: A4 size blank white paper should be used for typed assessments. Assessments should be
word-processed, in portrait not landscape format.
The front page of your assessment should include: Your name and student number, and the
subject, assessment number and topic.
Margins: The left-hand margin must be at least 5 cm wide to allow for marker’s comments. The
right margin should be at least 2 cm.
Pages: All pages (except the front cover) must be numbered. If you submit via the post, use only
one side of the paper and fasten pages securely in the top left-hand corner with staples, do not use
paper clips or folders.
Font: Use an easy to read font - for the bulk of your writing a 12pt size and a standard serif font
type is best. (You can use different font types and sizes for any headings).
Line Spacing: Use 1.5 or double line spacing for your paragraphs. Headings, reference lists and
table of contents can be single spaced.
3. Report tips
 Present your findings in a user-friendly way: Reports normally include tables of contents,
sections, headings, and sub-headings.
 Tables and figures can be good for summarizing information and presenting it clearly and
creatively, but make sure you still discuss the ideas in the text of the report too.
 Be careful with your presentation and proof reading - your report should be one that you would
be proud to hand to a real business manager.
The following site gives advice on report writing:
http://www.surrey.ac.uk/Skills/pack/report.html
4. Pass Requirements
Your assessment in this subject will be based on three assessments: Assessment 1 worth 3,
Assessment 2 worth 7 and examination worth 10.
You must submit (and earn satisfactory marks from) each of the assessments.
In order to achieve a passing grade in this subject, a student must attain a minimum passing
standard in both the overall total mark and the examination.
5. Grading Scale
Each assessment item will be given a grade using a numerical score. Your final grade for the subject
as a whole will be based on the grading scale:
 HD High Distinction. An outstanding level of achievement in relation to the assessment
 DI Distinction. A high level of achievement in relation to the assessment process
11
 CR Credit. A better than satisfactory level of achievement in relation to the assessment process
 PS pass. A satisfactory level of achievement in relation to the assessment process
 FL Fail. An unsatisfactory level of achievement in relation to the assessment process on
completion of the subject providing a student has completed and has been assessed on at least
one assessment task.
Marks will be awarded based on the following criteria:
 Evidence of an understanding of the theory relevant to the task question;
 Ability to synthesize ideas from multiple authors and present a coherent summary;
 Ability to assess an organization and identify strengths and weaknesses;
 Ability to critically evaluate performance and suggest useful strategies for improvement;
 Clarity of written expression (suitable professional writing style, attention to grammar);
 Professional standard of presentation in report format (good layout and proofreading); and
 Ability to reference subject materials in APA style.
6. Penalties for Late Submission
It is important to plan ahead and start working on assessments early so that you are able to meet
deadlines.
If you are unable to submit your assessment on time, you must contact your subject coordinator
before the due date, giving acceptable reasons for the delay. Acceptable reasons include such things
as serious illness, bereavement, or other unforeseeable and unavoidable circumstances (supporting
evidence will be required).
NB: Computer problems do not normally constitute grounds for an extension on an
assessment due date – you should ensure that you back up your work regularly.
Assessments submitted late with no valid reason will lose marks. The penalty for late submission of
an assessment without obtaining the subject coordinator’s approval for an extension will be 10%
deduction per day including weekends, of the maximum marks allocated for the assessment, that
is 1 day late: 10% deduction, or 2 days late: 20% deduction.
Assessments received without extension more than 10 days but less than 3 weeks after the due date
will be accepted but will not be marked (because by that stage 100% late penalty will apply).
Assessments received without extension more than 3 weeks after the due date will not be accepted,
resulting in the awarding of a Fail grade for the subject.
7. Resubmission
There is no resubmission of assessment for this subject
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Optional Further Reading: Some Suggested Journal References
Service
Grove, S.J., and Fisk, R.P. (1992). The service experience as theater. Advances in Consumer
Research, 19(1), 455-462.
Judd, R.C. (1964). The Case for Redefining Services. Journal of Marketing, 28(1), 58-59.
Lovelock, C.H. (1983). Classifying services to gain strategic marketing insights. Journal of
Marketing, 47(3), 9-20.
Regan, W.J. (1963). The service revolution. Journal of Marketing, 27(3), 57-62.
Rathmell, J.M. (1966). What is meant by services? Journal of Marketing, 30(4), 32-36.
Shostack, G. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80.
Zeithaml, V.A., Parasuraman, A., and Berry, L., (1985). problems and strategies in services
marketing. Journal of Marketing, 49(2), 33-46.
Overviews
Berry, L.L., Parasuraman, A.A. (1993). Building a new academic field - the case of services
marketing. Journal of Retailing, 69(1), 13-60.
Bitner, M.J., and Brown, S.W. (2006). The evolution and discovery of services science in business
schools. Communications of the ACM, 49(7), 73-78
Fisk, R. P., Brown, S. W., and Bitner, M. (1993). Tracking the evolution of services marketing
literature. Journal of Retailing, 69(1), 61-103.
Kryvinska, N., Olexova, R., Dohmen, P., and Strauss, C. (2013). The SD logic phenomenonconceptualization and systematization by reviewing the literature of a decade (2004–2013).
Journal of Service Science Research, 5(1) 35-94.
Some Specific Service Issues
Bateson, J. G. (1985). Self-service consumer: an exploratory study. Journal of Retailing, 61(3), 4976.
Bendapudi, N., and Leone, R.P. (2003). Psychological implications of customer participation in coproduction. Journal of Marketing, 67(1), 14-28.
Berry, L. L., and Bendapudi, N. (2007). Health care: a fertile field for service research. Journal of
Service Research, 10(2), 111-122.
Bitner, M. (1990). Evaluating service encounters: the effects of physical surroundings and
employee responses. Journal of Marketing, 54(2), 69-82.
Bitner, M.J. (1992). Servicescapes: the impact of physical surroundings on customers and
employees. The Journal of Marketing, 56(2), 57-71.
Brady, M.K., and Cronin, J.J.J. (2001). Customer orientation: effects on customer service
perceptions and outcome behaviors. Journal of Service Research, 3(3), 241-251
Broderick, A. J. (1998). Role theory, role management, and service performance. Journal of
Services Marketing, 12(5), 348-361.
Brodie, R.J., Hollebeek, L., Juric, B., and Ilic. A. (2011). Customer engagement: conceptual
domain, fundamental propositions and implications for research. Journal of Service Research,
14(3), 1–20.
Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in
marketing. Asia-Australia Marketing Journal, 32(2), 4-20.
Gummesson, E., and Grönroos, C. (2012). The emergence of the new service marketing: Nordic
School perspectives. Journal of Service Management, 23(4), 479 – 497.
Meuter M.L, Ostrom A.L., Roundtree R.I., and Bitner M.J. (2000). Self-service technologies:
understanding customer satisfaction with technology-based service encounters. Journal of
Marketing, 64(3), 50-64.
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Solomon, M., Surprenant C., Czepiel J.A., and Gutman E. G. (1985). A role theory perspective on
dyadic interactions: the service encounter. Journal of Marketing, 49(1), 99-111.
Service Quality models
Cronin, J.J., and Taylor, S.A. (1992). Measuring service quality: A re-examination and extension.
Journal of Marketing, 56(3), 55–68.
Berry L.L., Parasuraman A., and Zeithaml V.A. (1988). The Service Quality-Puzzle. Business
Horizons, 31(5), 35-43.
Grönroos, C. (2001). The perceived service quality concept - a mistake? Managing Service Quality,
11(3), 150-152.
Grönross C. (1982). Strategic Management and Marketing in the Service Sector, Swedish School of
Economics, Finland, Helsinki-Helsingfors.
Grönroos, C. (1984). A service quality model and its marketing implications . European Journal of
Marketing, 18(4), 36–44.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985). A conceptual model of service quality
and its implications for future research . Journal of Marketing, 49(4), 41–50.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988). SERVQUAL: A multiple-item scale for
measuring consumer perceptions of service quality . Journal of Retailing, 64(1), 12–40.
Svensson, G. (2002). A triadic network approach to service quality. The Journal of Services
Marketing, 16(2/3), 158-178.
Svensson, G. (2003). A generic conceptual framework of interactive service quality. Managing
Service Quality, 13(4), 267-275.
Svensson, G. (2004). Interactive service quality in service encounters: empirical illustration and
models. Managing Service Quality, 14(4), 278-287.
Svensson, G. (2006). The interactive interface of service quality: A conceptual framework.
European Business Review, 18(3), 243-257.
Zeithaml, V.A., Berry, L.L., and Parasuraman, A. (1996). The behavioral consequences of service
quality. Journal of Marketing, 60(2), 31-46.
Service dominant logic
Grönroos, C. (2006). What can service logic offer marketing theory. In R.F. Lusch & S.L. Vargo
(Eds.), The service dominant logic of marketing: Dialogue, debate and directions. (pp. 354364). Armonk, NY: ME Sharpe.
Edvardsson, B., Tronvoll, B., and Gruber, T. (2010). Expanding understanding of service exchange
and value co-creation: a social construction approach. Journal of the Academy of Marketing
Science, 39 (2), 327-339.
Vargo, S.L., and Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of
Marketing, 68(1), 1-17.
Vargo, S.L. (2007). On a theory of markets and marketing: from positively normative to
normatively positive. Australasian Marketing Journal, 15(1), 53-60.
Vargo, S.L., and Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of
the Academy of Marketing Science, 36(1), 1-10.
Vargo, S.L., and Lusch, R.F. (2008). Why "service"? Journal of the Academy of Marketing Science,
36(1), 25-38.
Vargo, S.L., and Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of
the Academy of Marketing Science, 36(1), 1-10.
Service Experience
Grönroos, C., and Voima, P. (2013). Critical service logic: making sense of value creation and cocreation. Journal of the Academy of Marketing Science, 41(2), 133-150.
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Helkkula, A. (2011). Characterising the concept of service experience. Journal of Service
Management, 22 (3), 367-389.
Helkkula, A. (2014). From managing to co-creating service experience with customers. in J
Kandampully (ed.), Customer Experience Management: Enhancing Experience and Value
Through Service Management, Chapter 7, Kendall Hunt Publishing Company, Dubuque.
Jaakkola, E., Helkkula, A., and Aarikka-Stenroos, L. (2015). Service experience co-creation:
conceptualization, implications, and future research directions. Journal of Service
Management, 26(2), 182-205.
Helkkula, A., Kelleher, C., and Pihlström, M. (2012). Characterizing value as an experience:
implications for service researchers and managers. Journal of Service Research, 15(1), 59-75.
Servitization
Baines, T.S., Lightfoot, H.W., Benedettini, O., and Kay, J.M. (2009). The servitization of
manufacturing: a review of literature and reflection on future challenges. Journal of
Manufacturing Technology Management, 20(5), 547-567.
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