BU852
Service and Relationship Marketing
0.5 Credit

This seminar provides students with exposure to theory, research issues, and readings in key areas of service and relationship marketing. These include (among other) brand loyalty, customer relationships, co-creation of service, service failure and recovery, and technology in service design/delivery. This topic draws upon the strong research foundations in the field to focus on challenges and opportunities relevant to service design, delivery and management, including relationship management, and the marketing discipline as a whole. This seminar covers major research topics and developments in the fields of interest, relevant to contemporary service and relationship marketing theory and practice.