Indian Institute of Management Rohtak Batch 2012-14 (Term V) Service Marketing Class Assignment Sheet

Name & Roll No. Week/Day/Date Class/Topic Week 1/Monday/9th September Importance of service sector, nature of services, defining services as mass, factory, shop and professional services. Differentiating services by process, delivery, act, and customization. Understanding the Service Package (facilitating, supporting, information, explicit and implicit services) Define service package for your service firm. Q1. Describe service package for your firm. Q2. Characterize your service with regard to service act, relationship with customers, customization, demand and supply and method of delivery. Groups had to discuss their service package and prepare a write-up to be discussed and shared with others in class. Chapter 1, Lecture 1 ppt and other sources that you may have used. Concepts: Importance of services, difference between service and product. Nature of services. I referred to my class notes.

Assignment/ Case for the day: Study Questions:

Learning Team

Learning (applications of theory: chapters referred and important concepts)

Which concepts did you apply from services marketing course?

I used nature of service (intangibility, customer interaction, relevance of operations and marketing in services), classification of services and service package for developing my service Ski Resort. I tried to break up the various components of theory to relate it my service concept. We defined our service package by trying to understand what all components we should keep to make our service firm relevant for our customers. We found that physical elements are important, as it would help us in delivering good quality service. We identified facilitating, supporting, information, explicit and implicit aspects of our service package. Location, amenities, facilities, good rooms, service in resort, cabs, logistics, and convenience would play important role.

Practical Takeaways:

While working together we searched for information as to what could be identified as good service package. I related the service package with my profession. I understood that for being a good teacher, I should be able to understand implicit and explicit dimensions of service. I must have information about my students to be able modify my service delivery according to customer/student requirements. My facilitating and supporting service package should be in line with my vision to give a good learning experience to my students.