MKX9660

Relationship marketing and service quality management

Mr David Ballantyne

6 points
* One 3-hour class per week
* Caulfield
* One-week module
* First semester
* Peninsula

Objectives This subject will give students an understanding of new developments in marketing and service management which critically affect customer satisfaction and customer retention.

Synopsis To use the relationship marketing model for analysing and defining policies and plans which lead to getting customers and keeping them; integrate marketing strategies across functional business divisions using `internal marketing' and collaborative work practices; recommend and implement appropriate processes for closing the `service quality gap' which involve problem solving and opportunity seeking on an on-going basis.

Assessment Case study (4000 words): 40%
* Special project (4000 words): 40%
* Attendance and contribution: 20%

Prescribed texts

Christopher M, Payne A and Ballantyne D Relationship marketing Butterworth-Heinemann, 1991