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GC20003 PEMASARAN PERKHIDMATAN [2-2022/2023]

Fakulti Kewangan Antarabangsa Labuan

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Teacher: MOHAMAD RIZAL BIN ABDUL HAMID Profesor Madya Dr.

GC20003 PEMASARAN PERKHIDMATAN [2-2022/2023]

Service industries are progressively becoming an important source of income for countries worldwide. The exponential growth of the services sector has also been instrumental to stimulate employment opportunities. According to a recent report, Malaysia’s service sector accounted for more than 50 percent of the GDP in 2016 and 54 percent of its workforce is contributed by the service industry (The World Factbook, 2017).

This course examines the important and growing role of service marketing in both consumer and organizational target markets. Specifically, the course aims to acquaint students with the unique challenges inherent in marketing of services; and the theoretical concepts, tools, and strategies needed to address them. By discussing current issues in services marketing and customer service strategies, this course offers a better understanding of effective customer relationship management; key service delivery elements; and service recovery strategies that lead to the successful implementation of customer focus in service-based businesses.

Teacher: EMILY YAPP HON TSHIN Dr.