The primary aim of this course is to explain to the students that service organizations (e.g. banks, educational institutions, hospitals, hotels, professional services, insurance companies, transportation companies, consulting companies) require a distinctive approach to marketing strategy - both in its development and in its execution. The second aim of the course is to focus on the role of service in manufacturing businesses in an attempt to reveal that the manufactured goods sector should also use ”service” as a primary source of competitive advantage.

Explain key concepts and approaches in service quality management