This course aims to enable students to grasp the role and importance of services in modern marketing, to understand the relationship between the service sector and services marketing, and to understand the effects of services marketing within the extended marketing mix. Students are expected to classify service product groups and their characteristics, learn distribution and pricing strategies in services marketing, and understand the relationship between relationship marketing and services. The course further aims to teach the concepts of service quality, e-service quality, and e-service recovery quality along with their sub-dimensions, to help students understand the effect of these concepts on customer satisfaction, trust, and loyalty, and to teach commonly used tools for measuring these forms of quality so that students can apply them in practice.

The course teaches how services differ from other products in the context of services marketing and how consumers evaluate them. Topics include the role of services in modern marketing, services marketing within the extended marketing mix, service product groups, and distribution and pricing strategies in services marketing. The relationships among relationship marketing and services; service quality and its sub-dimensions; and service quality and customer satisfaction, trust, and loyalty are examined. The course also focuses on e-service quality, e-service recovery quality, and their sub-dimensions, and on the tools commonly used to measure these forms of quality, emphasising the importance of quality in service delivery from the perspective of long-term customer value, as well as the supervision of services marketing activities.