The rapid evolutions in technology and the emergence of various new forces in the global and local marketplace, marketing and achieving customer service is becoming increasingly challenging for managers and organisations to achieve excellence in customer service.

Therefore, it is essential for managers or organisations to have a thorough knowledge and skill to understand the customers, customer behaviour patterns, and the unique aspects of services marketing, appreciate the difference in approach to goods and services marketing, the changing face of technologies, understand the different services marketing strategies, understand and learn the role of services encounters in successful marketing of services, service quality and the gaps and marketing know how to achieve success.


The key topics covered in the seminar are:

  • Importance of superior service quality and what it means form the customer’s Perspective

  • Organisational deficiencies that lead to poor service quality (Gaps model of Service Quality)

  • Measuring and improving service quality (SERVQUAL approach and its refinements)

  • Link between service quality and service productivity

  • Increasing role of technology in service and impact of customers’ “technology readiness” on the effectiveness of technology-based services, and hence on service productivity

  • An integrative framework for achieving marketing excellence that is built on a foundation of superior service quality

  • Service brands and social media

  • Service recovery in the age of social media


This seminar would be beneficial for professionals/managers from in industries like Banking, Hospitality, Education, Healthcare, Retailing, Airlines, IT, ITES, Telecom, Advertising and Marketing Communication Agencies, NGOs, and managers/executives responsible for Customer Care, Sales, and Marketing for their organisations.


Dr A ParasuramanDr. A. Parasuraman (“Parsu”)

Dr. Parasuraman is a Professor and Holder of the James W. McLamore Chair in Marketing (endowed by the Burger King Corporation) and Director of Ph.D Programmes at the School of Business, University of Miami. He teaches and does research in the areas of services marketing, service-quality measurement and improvement, and the role of technology in marketing and to and serving customers. In 1988 Dr. Parasuraman was selected as one of the “Ten Most Influential Figures in Quality” by the editorial board of THE QUALITY REVIEW, co-published by the American Quality Foundation and the American Society for Quality Control.

Dr. Parasuraman has received many distinguished teaching and research awards, including multiple Best Professor Awards given by Executive and Regular MBA classes and the Provost’s Award for Scholarly Research at the University of Miami. In 1988 he received the American Marketing Association’s “Career Contributions to the Services Discipline Award” (an annual award bestowed upon one individual who has had a sustained and far-reaching impact on the field). He received Academy of Marketing Science’s “Outstanding Marketing Educator Award” in 2001 and was designated as a “Distinguished Fellow” of the Academy in 2004.   He has also been name to the Chartered Institute of Marketing (UK)’s “Guru Gallery”, which profiles the 50 leading marketing thinkers worldwide. In 2005 received a “Distinguished Alumnus Award” from IIT-Madras, his undergraduate alma mater. In 2008 the e-TQM College (now Hamdan Bin Mohammed e-University) in Dubai established “The Parasuraman Service Excellence Research Prize”, an annual award to foster more scholarly research throughout the Middle East Region. In 2009 the Society for Marketing Advances honoured him with the “Elsevier Distinguished Scholar Award. In 2011 Maastricht University in the Netherlands conferred him a Honorary Doctorate degree. He is the recipient of the 2012 Paul D. Converse Award for significant scholarly contributions to marketing and the 2013 Gil Churchill Award for Lifetime Contributions in Marketing Research.

Dr. Parasuraman has published over 130 articles in scholarly journals and has served as edition of the JOURNAL OF THE ACADEMY OF MARKETING SCIENCE (1997-2000) and the JOURNAL OF SERVICE RESEARCH (2005-2009). He also serves on the editorial review boards of ten journals. He has authored several books, consulted many companies and conducted dozens of executive seminars on service quality, customer satisfaction and the role of technology in service delivery in many countries.

Dr AnitaDr. Anita Basalingappa

Dr. Anita Basalingappa, Associate Professor- Marketing Area, & Chairperson FPM and Research, MICA has conducted several executive development programme including participants with work experience of more than 10 years. She has over 18 years of experience in teaching and research in Management Studies.

She started her career with Vishesh Advertising Pvt. Ltd. She has worked with IIMA and Karnatak University between 1995 and 2004 before joining MICA in October 2004. She has a Bachelor of Science (Honours) degree in Mathematics, MBA in Marketing and Ph.D. in Customer Relationship Marketing from Karnatak University, Dharwad, India. She has worked on “Introducing Common Market Identities” at Judge Business School and Sidney Sussex College, University of Cambridge, UK, while she was a Senior Fellow Marketing in 2008. She presented and published papers at national and international conference of repute.

Her areas of work include customer relationship marketing, market orientation at bottom of the pyramid, marketing metrics and brand management.


Lectures and discussion


Saturday, 20th February, 2016 at MICA, Shela Village, Ahmedabad 380 058, Gujarat, India


Rs.10,000/-per person (non residential). Fee includes seminar fee and lunch and tea/coffee with cookies. Participants are advised to make their own accommodation arrangements, and transport to reach to the seminar venue.

  • Payment should be made by Demand Draft payable at Ahmedabad, India or a Pan-India Company Cheque in favour of Mudra Institute of Communications, Ahmedabad (MICA).

  • Payment can be transferred electronically to MICA’s savings account (00491000064062) at Bodakdev, Ahmedabad branch (0049) of HDFC Bank Ltd. (RTGS/NEFT IFSC:HDFC0000049).

If you remit the fee electronically, please include Name of Remitter (The name of the sponsoring organization) and Purpose of Remittance i.e. “EXECUTIVE SEMINAR ON EXCELLING THROUGH SUPERIOR CUSTOMER SERVICE AND TECHNOLOGY’ in payment details.

Please send us the remittance details attaching the original payment slip along with the nomination form to enable us to easily connect your payment sent by electronic transfer.

MICA’s Service Tax Number: AAATM2168DSD001

The last date of accepting nominations is Monday, 25th January, 2016


We recommend that you send your nominations early as the in-take for the seminar is limited.

If, for whatever reason, you cancel it, we will refund the fee provided we get your written request for cancellation at least 15 days ahead of the programme commencement date. In case the nominated person does not attend; the sponsoring company can nominate another person to attend the programme with prior intimation.


Special group discounts available for organisation sponsors five or more candidates from the same organisation (please contact us for discount details)


For further information, please visit or get in touch with Narayanan K Nair, Senior Manager, MDP Centre at mobile: +91 9724447196 or E-mail: [email protected]

MICA, Shela, Ahmedabad – 380 058 (India)

Phone: +91 2717 308250 Fax: +91 2717 308349 E-mail: [email protected]

Click here to download Brochure

Click here to download Nomination Form