The course aims to provide the skills necessary to develop an integrated view of the process of services marketing management in order to create customer value.
Services require specific methods and tools, especially with regard to marketing and, in general, to customer relationship management.
In this perspective, the course aims to explore the following main contents:
- service experience;
- service marketing mix (processes, pricing, promotion, servicescape and people;
- measuring and managing customer satisfaction and service quality;
- customer loyalty management.
Zeithaml V.A., Bitner M.J., Gremler D.D., Marketing dei servizi, McGraw-Hill, 2008.
Donetti A., L'eccellenza nei servizi, Guerini e Associati, 2008
A selection of articles and lecture notes provided by the Professor