Services & Experience Marketing

Elevate the Way You Teach Services and Experience Marketing

The simplest way for your students to experience the mindset shift for services marketing

The Most Up-to-date Services & Experience Marketing Courseware

Updated every year based on instructor and student feedback

Includes 60+ resources that help you teach a more engaging course


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Includes 60+ engaging resources for your course:

  • 16 lecture presentations (student and instructor versions)
  • 16 customizable lesson plans
  • 16 quizes
  • 14 quiz banks
  • 1 cumulative project 
  • 1 sample syllabus
  • 1 course schedule
  • and more

Table of Contents

The simplest way for educators to help their students have a mindset shift for services marketing.

Chapter 1: A World of Services

Chapter 2: The Nature of Services

Chapter 3: Services as a Differentiator

Chapter 4: Services Marketing Framework (The GAPS Model)

Chapter 5: Dimensions of Service Quality

Chapter 6: Understanding and Managing Customer Expectations

Chapter 7: Building and Managing Customer Relationships

Chapter 8: The Experience-centric Organization

Chapter 9: The Service Design Process

Chapter 10: Setting Service Standards

Chapter 11: The Service Environment 

Chapter 12: Employees as Agents of Service

Chapter 13: Integrated Service Marketing Communications

Chapter 14: Service Failure and Recovery 

Chapter 15: Creating a Culture of Service Excellence  Chapter 16: The Financial Impact of Service Quality

Services & Experience Marketing


  • Understand the dominant role services play in economies of developed nations and how pervasive they are in the lives of average consumers.
  • Distinguish between products, service, and services, and what the unique characteristics of services are.
  • Learn what the Gaps Model of Service Quality is and how marketers make it actionable through the dimensions of service quality, or SERVQUAL.
  • Discover how marketers understand what customer expectations are and manage them through various means including relationship marketing.
  • Explain the importance and impact of customer experiences and establish the relationship between experiences, culture, and customer loyalty.
  • Introduce the service design process and the importance of establishing customer-based standards for services.
  • Explore the importance of the service environment and the physical evidence of services in setting and managing customer expectations.
  • Consider the importance of employees as agents of service and how their engagement and morale impacts service quality.
  • Assess the impact of service failure on customer satisfaction and review the service recovery paradox, learning when it does and doesn’t apply.
  • Emphasize the connection between culture and service quality and examine the financial impact of exceptional service on corporate performance.

About the Authors

Picture of Jerry Rackley, MBA

Jerry Rackley, MBA

Jerry Rackley, MBA is Executive-in-Residence in the Marketing and International Business department at the Spears School of Business, Oklahoma State University. He recently earned his MBA in Marketing with Honors from Southeastern Oklahoma State University. His diverse marketing background includes 35 years of experience at some of the world’s largest companies, as well as many start-up organizations. He continues to serve as a marketing consultant, which enables him to bring a rich, current, and practical marketing perspective into the classroom. Rackley is the author of Marketing Analytics Roadmap: Methods, Metrics, and Tools. He resides in Stillwater, Oklahoma.

Picture of Dr. Maribeth Kuzmeski

Dr. Maribeth Kuzmeski

Dr. Maribeth Kuzmeski is an Assistant Professor of Practice for the School of Marketing and International Business in the Spears School of Business at Oklahoma State University. She is a sought-after speaker who is rated a Top 25 C-Suite Speaker by Meetings & Conventions Magazine. She has consulted and worked with Fortune 500 companies, entrepreneurial-minded corporations, financial services firms and state agencies through her Chicago-based firm, Red Zone Marketing, Inc. Maribeth has a bachelor’s degree from the Newhouse School of Public Communications at Syracuse University, an MBA from The George Washington University, and a PhD in Business Administration from Oklahoma State University.

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FREE Sample Syllabus:
Services & Experience Marketing

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