Service and Relationship Marketing

Second year module

Traditional marketing involves the marketing of a company's product to a group of potential customers. However, in today's economy it is the service sector that is becoming increasing important. Overall, service industries account for 70% of the UK GDP. Services are important because as consumers we use services on a daily basis and in conjunction with the importance of services to the UK economy, it is important that we engage in research in this subject. When studying services marketing, there are particular characteristics of services that make them difficult to precisely define. The main issue being that there is a lack of tangibility or substance to focus upon, unlike traditional marketing thought where the emphasis is on the tangible product. The emphasis on the intangibility of the service introduces a new set of variables and issues into the marketing equation. The services marketing concept combines customer focus, co-ordinated marketing and profitability. The focus of the course will be on understanding that not all services are the same and therefore it is important to understand the characteristics of different types of service organisations and how marketing objectives and strategies need to be tailored to address these points. In addition to the focus on services marketing, this course will also address the key issues within relationship marketing, in particular both the opportunities and limitations presented within relationship marketing.

Learning Outcomes

On successful completion of the course you will be able to: ·

  • Understand the philosophy and practice of relationship marketing
  • Understand the importance of the services sector to the UK economy
  • Understand the defining features of services and relationship marketing
  • Analyse the possible problems and opportunities encountered by different types of service organisations
  • Understand the alternative approaches to developing successful marketing in service organisations and critically analyse these approaches
  • Learn approaches to the challenges of delivering quality service and building strong customer relationships.