The main objective of this course is to convey to the students of logistics management the basic principles, concepts and strategies of service marketing, which differs from physical product marketing with its own dynamics. The course aims to address the marketing challenges and opportunities that arise due to the nature of services (intangibility, inseparability, variability and perishability) in the context of logistics and supply chain management. It is aimed for the students to understand that modern logistics operations are not only about managing the flow of goods, but also about providing a service delivery process that provides competitive advantage, and to gain the ability to design and manage this process from a customer-focused perspective.

This course aims to introduce the basic concepts, strategies and applications of service marketing to logistics management students in the context of logistics and supply chain management. The focus of the course is on the fundamental nature of services that distinguish them from physical products (intangibility, inseparability, variability, perishability) and the determining effects of these characteristics on marketing strategies. In addition to the traditional marketing mix (4Ps), the elements of People, Process and Physical Evidence (7Ps in total) specific to services will be discussed in detail within the scope of the course. Students will gain theoretical knowledge and practical application skills on critical issues such as measuring service quality (SERVQUAL model), ensuring customer satisfaction and loyalty, designing service processes (Service Blueprinting) and recovering from service failures (Service Recovery). As a result, this course aims to provide students with a vision of seeing logistics operations not only as a cost element but also as a value offering that creates competitive advantage by managing customer experience.