Services Marketing Management_Quản trị Marketing dịch vụ

This course focuses on the study of the knowledge and skills required to provide customer service, to maintain the highest level of customer service satisfaction, and to ensure the volume of sales from users to become loyal customers. The course has 5 main objectives: explain the concept of services marketing; describe the delivery process of services marketing; describe how the Marketing Mix is associated with services marketing; contrast how to manage employees and customers and differentiate how to assess and improve service quality. Upon completion of the course, you will define the characteristics of service industries and know how to improve service performance with the 4P marketing mix. You will understand the service process, manage the different strategies of increasing interactions between customers and employees, be able to consider the balance between capacity and demand. You will be familiar with some important tasks such as managing the service environment, managing people, building customer loyalty, handling complaints and service recovery in the purpose of improving service quality and productivity.