The student will understand the place and importance of service in modern marketing. Students will learn the relationship between the service industry and service marketing. Understand the effects of service marketing in the extended marketing mix. Will be able to classify service products groups and features, will learn distribution and price strategies in service marketing. Understand the relationship between relationship marketing and service. They will learn the concepts of service quality, e-service quality and e-service compensation quality and their sub-dimensions, and will understand the impact of these concepts on customer satisfaction, trust and loyalty. Will be able to learn and apply commonly used tools for measuring service quality, e-service quality and e-service compensation quality.

To learn how the service is evaluated by the consumers by understanding the differences of the service in terms of marketing the service. To be able to comprehend the importance of quality in providing service in terms of long-term customer value concept and to measure quality.