Describes the differences between managing and marketing services for hospitality students, or those interested in service industries. The course focuses on understanding, analyzing, and measuring service, especially in the hospitality segment.
I. Recognize and describe the basic Service Model.
II. Explain positive and negative service encounters.
III. Define intangibility, variability, inseparability, and perishability of services.
IV. Compare and contrast consumer behavior models.
V. Explain the differences between consumer service expectations and perceptions.
VI. Interpret service `gap analysis` in relation to consumer satisfaction and dissatisfaction.
VII. Distinguish between consumer confirmation and disconfirmation as related to service encounters.
VIII. Identify where the consumer fits into the service operation.
IX. Design, organize, and coordinate the service operation.
X Explain `boundary?spanning` role of service personnel.
XI. Describe the customer?contact personnel interface.
XII. Discuss the service encounter.
XIII. Recognize service encounter conflicts.
XIV. Recognize `waiting` problems.
XV. Construct a service flowchart.
XVI. Identify service `fail points.`
XVII. Explain the service encounter.
XVIII. List the 10-step method of handling service complaints.
XIX. Explain service `recovery.`
XX Identify strategies and tactics for customer retention.
XXI. Service guarantees
XXII. Customer service feedback
XXIII. Select service standards for service encounter personnel.
XXIV. Explain leadership in a service context.
XXV. Evaluate service standards.
I. Introduction to Services: The service revolution. Services Management and Marketing:
II. Understanding the Service Consumer: Models of consumer behavior.
III. Understanding the Service Operation: Solutions to service operation problems.
IV. Understanding the Service Worker: Service contact personnel.
V. Managing the Service Experience: Designing the service experience. `Blueprinting` or flowcharting the service encounter. Designing the service environment. Handling complaints.
VI. Establishing Service Standards: Service standards for service positions.
VII. Improving Service Quality: Defining continuous quality improvement and total quality management.