Facoltà di Economia

Aggiornato A.A. 2019-2020

LEARNING OUTCOMES:
The learning outcome of the course is that of providing students with advanced skills aimed at analyzing the distinctive peculiarities of service firms. Students are also made aware of the understanding and solving of the main managerial issues that service firms have to face in light of the most recent market trends.

KNOWLEDGE AND UNDERSTANDING:
The course aims at providing the student with the specific knowledge and skills needed for understanding and managing the main issues characterizing service firms, through the transfer of advanced knowledge, both theoretically and empirically, and thanks to the support of ad hoc analytical and operational tools. To this end, ample space within the course is dedicated to the study and discussion of business cases, also thanks to industry experts’ seminars.

APPLYING KNOWLEDGE AND UNDERSTANDING:
At the end of the course the student will have acquired detailed knowledge of the fundamental concepts of the management and organization of service firms. The student should be able to apply the acquired knowledge to the analysis and interpretation of the main phenomena that, in the national as well as in the international context, may affect the tertiary sector and the firms operating within it. Furthermore, the student should be able to identify and critically explain the main managerial issues that service firms may face. The student's analytical skills are developed and evaluated through the development and discussion of case studies.

MAKING JUDGEMENTS:
Interactive participation to lectures, as well as to service management experts’ and professionals’ seminars, will stimulate students’ critical analysis and independent judgment skills. Students will also be encouraged to collect and interpret relevant data through a direct and in-depth involvement in the study of the main issues related to the management of service firms. Students’ making judgement skills will also be stimulated by specific tasks required during the course, such as the analysis of case studies and team works.

COMMUNICATION SKILLS:
Communication skills are developed and evaluated not only through teacher-student interaction, but also through team works, discussion of business cases, as well as through the exam.

LEARNING SKILLS:
At the end of the course the student will have acquired the ability to critically deal with managerial issues related to service firms. In this regard, the student will also acquire familiarity with the operational use of complex concepts.

Teaching Methodology

The format of the course is lecture, case studies, guest speakers, individual and group project

 

Exams

For attending students:
The exam includes a written test + 1 team project work + 1 individual work. All the info are in the slides "Introduction"
The written test consists of open-ended questions.  The questions deal with the topics covered in the course, including the topics deepened during the lectures of experts.
Score from 0 to 2 can be assigned to the team work. Score from o to 1 can be assigned to the indivudal project work

For non-attending students:
The exam is based on a written test and a oral test.
The written test consists of open-ended questions.   The oral exam consists of an interview aimed at verifying the result of the written test and the knowledge of the teaching materials. The oral exam may also have to do with questions related to the case studies presented in the course. Only students who have passed the written test with at least sufficient assessment are admitted to the oral test. The results obtained in both tests (written and oral) contribute together to the final mark.

 

Text:

Attending students
Services Marketing, by Zeithmal A., Bitenr M.J., Gremier D., 7th Edition.
Chapters: 1, 2, 3, 4, 6, 10, 11, 12, 14
2 Harvard Business Case Studies

Not attending students
Services Marketing: People, Technology, Strategy by Christopher Lovelock and Jochen Wirtz, 8th Edition, 2016.
Chapters:1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12,13,14, 15, 16
2 Harvard Business Case Studies (see online)
Bitner M.J. (1992), “Servicescapes: The impact of physical surroundings on customers and employees”, The Journal of Marketing, vol. 56, pp. 57-71.
Eroglu, S. A., Machleit, K.A., Davis, L.M. (2001), “Atmospheric qualities of online retailing: A conceptual model and implications”, Journal of Business research, vol. 54, n. 2, pp. 177-184.
Eroglu, S. A., Machleit, K.A., Davis, L.M. (2003), “Empirical testing of a model of online store atmospherics and shopper responses”, Psychology & Marketing, vol. 20, n. 2, pp. 139-150.
Mari M., Poggesi S. (2013), “Servicescape cues and customer behavior: a systematic literature review and research agenda”, The Service Industries Journal, vol. 33, n. 2, pp. 171-199.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the academy of Marketing Science, 28(1), 128-137.
Lusch, R. F., Vargo, S. L., & O’brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of retailing, 83(1), 5-18.

CASE STUDIES DISCUSSION
The students are expected to be fully engaged in the entire learning process. This means that they need to prepare the assigned readings of the cases prior to each class and come to class prepared to participate in group work and/or discussions to enhance the learning of the individual and the class. The students will find the relative assignment for each case on the website. Please read the questions carefully before the lecture.
The objective is to involve all the class members in the discussion. The cases are designed to integrate the concepts from the case into the context of the course.

With case discussions, each student will develop:
1. The ability to set the parameters for the problem (key concepts from the case).
2. Ample knowledge regarding the subject of the case (understanding of material, good response to the observations of others).
3. The ability to connect the case to other course concepts.
4. The ability to involve others in the discussion.

In order to effectively discuss the cases, the students need to be:
· prepared with facts and specific quotes from the case.
· prepared to comment, ask questions, or make observations about the case.

During the discussion, the students need to:
· take a position on a question or a point.
· ask questions to clarify a point.
· help keep the discussion moving and on track.
· help draw others into the discussion.
· integrate theories and content from other cases.

During the discussion, the students should not:
· come unprepared and show your lack of knowledge.
· monopolise the discussion.
· make irrelevant comments.
· be insensitive to other’s desire to speak or share opinions.

Aggiornato A.A. 2018-2019

This course aims to identify challenges organizations face in creating and delivering high quality services. In order to reach this goal, classes are based on case studies and readings that help the students to better understand concepts and theoretical frameworks. The course is based on the following topics:
• Introduction to Service Management and Marketing
• Consumer Behaviour in a Services Context
• Applying The 4 Ps of Marketing to Services
• Designing and Managing Service Processes
• Crafting the Service Environment
• Managing people for service advantages
• Managing Relationships and Building Loyalty

After this course, students should be able to:
• Understand the importance of the service sector in the global economy
• Understand the "state of the art" of service management thinking.
• Describe the differences between goods and services
• Discuss the differences among services
• Understand the differences between services management concepts and management concepts
• Understand how to manage the service encounter to achieve either internal or external customers’ satisfaction

LEARNING OUTCOMES:
The learning outcome of the course is that of providing students with advanced skills aimed at analyzing the distinctive peculiarities of service firms. Students are also made aware of the understanding and solving of the main managerial issues that service firms have to face in light of the most recent market trends.

KNOWLEDGE AND UNDERSTANDING:
The course aims at providing the student with the specific knowledge and skills needed for understanding and managing the main issues characterizing service firms, through the transfer of advanced knowledge, both theoretically and empirically, and thanks to the support of ad hoc analytical and operational tools. To this end, ample space within the course is dedicated to the study and discussion of business cases, also thanks to industry experts’ seminars.

 

APPLYING KNOWLEDGE AND UNDERSTANDING:
At the end of the course the student will have acquired detailed knowledge of the fundamental concepts of the management and organization of service firms. The student should be able to apply the acquired knowledge to the analysis and interpretation of the main phenomena that, in the national as well as in the international context, may affect the tertiary sector and the firms operating within it. Furthermore, the student should be able to identify and critically explain the main managerial issues that service firms may face. The student's analytical skills are developed and evaluated through the development and discussion of case studies.

 

MAKING JUDGEMENTS:
Interactive participation to lectures, as well as to service management experts’ and professionals’ seminars, will stimulate students’ critical analysis and independent judgment skills. Students will also be encouraged to collect and interpret relevant data through a direct and in-depth involvement in the study of the main issues related to the management of service firms. Students’ making judgement skills will also be stimulated by specific tasks required during the course, such as the analysis of case studies and team works.

 

COMMUNICATION SKILLS:
Communication skills are developed and evaluated not only through teacher-student interaction, but also through team works, discussion of business cases, as well as through the exam.

 

LEARNING SKILLS:
At the end of the course the student will have acquired the ability to critically deal with managerial issues related to service firms. In this regard, the student will also acquire familiarity with the operational use of complex concepts.

 

Teaching Methods

The course is built on lectures, case-studies, discussions and readings.

References

Attending students
Writz J., Lovelock C., Services Marketing,3rd Edition, 2018.

Chapters:1, 2, 4, 5, 6, 7, 8, 10, 11, 12, 14
Case studies n. 2, 4, 15
We will discuss three cases from Harvard Business School Publishing.
• Porcini’s pronto 4277
• Southwest airlines: in a different world 9-910-419
• Hamburguesas El Corral AN 0042

Attending students are those students that deliver two assignments (1 individual assignment and 1 group assignment), that present the group assignment on Dec. 14th and that attend the classes on Dec. 6th and 7th.
Attending students can attend the pre-exam (Dec. 17th) and do not perform the oral exam (also in the winter session).

Not attending students

Writz J., Lovelock C., Services Marketing,3rd Edition, 2018.

Chapters:1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12,13,14
Case studies n. 2, 4, 15

We will discuss three cases from Harvard Business School Publishing.
• Porcini’s pronto 4277
• Southwest airlines: in a different world 9-910-419
• Hamburguesas El Corral AN 0042

1. Bitner M.J. (1992), “Servicescapes: The impact of physical surroundings on customers and employees”, The Journal of Marketing, vol. 56, pp. 57-71.
2. Eroglu, S. A., Machleit, K.A., Davis, L.M. (2001), “Atmospheric qualities of online retailing: A conceptual model and implications”, Journal of Business research, vol. 54, n. 2, pp. 177-184.
3. Eroglu, S. A., Machleit, K.A., Davis, L.M. (2003), “Empirical testing of a model of online store atmospherics and shopper responses”, Psychology & Marketing, vol. 20, n. 2, pp. 139-150.
4. Mari M., Poggesi S. (2013), “Servicescape cues and customer behavior: a systematic literature review and research agenda”, The Service Industries Journal, vol. 33, n. 2, pp. 171-199.
5. Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
6. Lusch, R. F., Vargo, S. L., & O’brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5-18.
7. Rust, R. T., & Huang, M. H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33(2), 206-221.

Not attending students can attend the pre-exam and must perform both the written test and the oral evaluation.

Assignments

For the Service Management course, two assignments must be delivered by the end of the course

1) Group Project (no more than 5 students)
Select a company which is in an industry within the services sector.
Discuss the key services marketing issues that your selected company has to address in order to remain competitive within its industry.
Specifically, your essay should cover the following elements.
Brief overview of the selected company.
Industry Analysis: What are the current trends in the company’s industry? Who are the major players in the industry, and who are the company’s main competitors? Please, use a SWOT analysis to make comments. For the SWOT and competitive analysis, you are required to cite a minimum of 5 current sources in a reference list at the end of the paper. You also need to document each source in the text of the paper.
Current service mix strategies used by the company
a) Product.  (For ex: Does the company offer enhancing services? Does the company offer facilitating services? Does the company offer tangible products?)
b) Promotion of the services offered. (For ex. Are there tangible cues in the ads?)
c) Place and distribution. (For ex. Which are their main characteristics?)
d) Physical Evidence of the Customer’s Service Experience. (For ex. What role does the ‘servicescape’ play for this company’s services? How might the servicescape be used as a source of competitive advantage by the company?)
e) Processes.
f) People. (For ex. Surfing on Internet, how the company motivate its employees)
Online survey
Elaborate an online survey and reach at least 50 customers. The survey aims at analysing the service quality and customers’ behaviour. 

The requirements are:
• Length: no more than 30 pages
• To be delivered on Dec, 14th      
• Send by e mail to sara.poggesi@uniroma2.it
• In the front page of your project you must write:
• The selected firm
• The name, surname and enrolled number of each component
• Grading: from 0 to 2

2) Individual Assignment
The individual assignment is a brief essay to be written on the subject of:
“The role of E-servicescape in consumer choice”
The requirements are:
• Length: 1500 to 2000 words
• To be delivered on Dec, 14th      
• Send by e mail to sara.poggesi@uniroma2.it
• In the front page of your project you must write:
• Your name, surname and enrolled number
• Grading: from 0 to 1

Aggiornato A.A. 2017-2018

VERVIEW

During the 20th century, especially during the second half of the century, the interest in services is increasing worldwide as they are playing a pivotal role both in developed and in most developed countries. Two indicators are generally used to show such a role: the percentage of value added by activity and the percentage of job creation. With regard to the first indicator, the most updated and available data show that services account for about 74% of total economic activity in the European Union in 2015 (OECD, 2015). Regarding job creation, the most updated and available data show that services are a growing source of employment in Europe, being equal to 73.1% of the total percentage of occupation in the service sector in 2014.
Stemming from these data, it is crucial to understand the main characteristics of services and, especially, their management implications.
Accordingly, this class is concerned with the design and delivery of services using, as theoretical framework, the servuction model. Thus, the role of customers, the role of employees and the role of servicescape are deeply analysed.
Learning objectives
The aim of this course is to give students an overview of the main characteristics of service firms from a theoretical as well as practical perspective. Throughout this course, students will get an original and critical view of all aspects that distinguish service firms from manufacturing ones.

LEARNING OUTCOMES:
The learning outcome of the course is that of providing students with advanced skills aimed at analyzing the distinctive peculiarities of service firms. Students are also made aware of the understanding and solving of the main managerial issues that service firms have to face in light of the most recent market trends.

KNOWLEDGE AND UNDERSTANDING:
The course aims at providing the student with the specific knowledge and skills needed for understanding and managing the main issues characterizing service firms, through the transfer of advanced knowledge, both theoretically and empirically, and thanks to the support of ad hoc analytical and operational tools. To this end, ample space within the course is dedicated to the study and discussion of business cases, also thanks to industry experts’ seminars.

APPLYING KNOWLEDGE AND UNDERSTANDING:
At the end of the course the student will have acquired detailed knowledge of the fundamental concepts of the management and organization of service firms. The student should be able to apply the acquired knowledge to the analysis and interpretation of the main phenomena that, in the national as well as in the international context, may affect the tertiary sector and the firms operating within it. Furthermore, the student should be able to identify and critically explain the main managerial issues that service firms may face. The student's analytical skills are developed and evaluated through the development and discussion of case studies.

MAKING JUDGEMENTS:
Interactive participation to lectures, as well as to service management experts’ and professionals’ seminars, will stimulate students’ critical analysis and independent judgment skills. Students will also be encouraged to collect and interpret relevant data through a direct and in-depth involvement in the study of the main issues related to the management of service firms. Students’ making judgement skills will also be stimulated by specific tasks required during the course, such as the analysis of case studies and team works.

COMMUNICATION SKILLS:
Communication skills are developed and evaluated not only through teacher-student interaction, but also through team works, discussion of business cases, as well as through the exam.

LEARNING SKILLS:
At the end of the course the student will have acquired the ability to critically deal with managerial issues related to service firms. In this regard, the student will also acquire familiarity with the operational use of complex concepts.

TEACHING METHODS

The course is built on lectures, case-studies, discussions, readings and guest speakers’ experiences.

REFERENCES FOR ATTENDING STUDENTS

Gemmel, P., Van Looy, B., & Dierdonck, R. (2013). Services management: An integrated approach. Pearson Education, chapters: 1,2, 3, 4, 5, 7, 8, 9, 11, 12, 18.
Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199.
Slides
We will discuss 3 cases from Harvard Business School Publishing

REFERENCES For non attending students

Gemmel, P., Van Looy, B., & Dierdonck, R. (2013). Services management: An integrated approach. Pearson Education, chapters: 1,2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 17, 18.
Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199.
Slides

Aggiornato A.A. 2016-2017

OVERVIEW
During the 20th century, especially during the second half of the century, the interest in services is increasing worldwide as they are playing a pivotal role both in developed and in most developed countries. Two indicators are generally used to show such a role: the percentage of value added by activity and the percentage of job creation. With regard to the first indicator, the most updated and available data show that services account for about 74% of total economic activity in the European Union in 2015 (OECD, 2015). Regarding job creation, the most updated and available data show that services are a growing source of employment in Europe, being equal to 73.1% of the total percentage of occupation in the service sector in 2014.
Stemming from these data, it is crucial to understand the main characteristics of services and, especially, their management implications.
Accordingly, this class is concerned with the design and delivery of services using, as theoretical framework, the servuction model. Thus, the role of customers, the role of employees and the role of servicescape are deeply analysed.
Learning objectives
The aim of this course is to give students an overview of the main characteristics of service firms from a theoretical as well as practical perspective. Throughout this course, students will get an original and critical view of all aspects that distinguish service firms from manufacturing ones.
The main learning objectives are to:
• develop an understanding of the “state of the art” service management thinking
• provide in-depth insights for managing and delivering services.
• critically evaluate the differences between service and manufacturing firms.

Program
Service Management students can be divided in two groups: attending and non attending students.
Attending students are those students that deliver an individual assignment. In so doing, they can (always, that means in every call) skip the oral evaluation.
Accordingly, for attending students, the Service Management assessment is divided into 2 parts:
Final exam (70%)
Individual assignment (30%)
(Please, consider that you must pass the written exam in order to pass the exam).
The individual assignment is an essay to be written on the subject of:
The online servicescape: which are possible research developments?
Students must start from the following definition and review at least 20 academic references. Web atmospheric “is the conscious designing of web environments to create positive effects in users in order to increase favorable consumer responses” (Dailey, 2004, p. 796).
For non attending students, the exam consists of both a written and oral test. The written test accounts for 70% of the final vote; thus, the oral test is mandatory.

TEACHING METHODS
The course is built on lectures, case-studies, discussions, readings and guest speakers’ experiences.

REFERENCES FOR ATTENDING STUDENTS

Gemmel, P., Van Looy, B., & Dierdonck, R. (2013). Services management: An integrated approach. Pearson Education, chapters: 1,2, 3, 4, 5, 7, 8, 9, 11, 12, 13, 18.
Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199.
We will discuss two cases from Harvard Business School Publishing

REFERENCES For non attending students

Gemmel, P., Van Looy, B., & Dierdonck, R. (2013). Services management: An integrated approach. Pearson Education, chapters: 1,2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 17, 18.
Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199.

Info thesis

The thesis is generally articulated as follows:
• Introduction
• Chapter 1
• Chapter 2
• Conclusions

Introduction: here you have to highlight the aim of your work (your research question). In particular, you need to point out why it is important, why it is relevant, for whom it is important/relevant. Then, you must specify how the thesis is articulated.
Chapter 1. In this chapter you have to deepen the theoretical framework of your thesis. Thus, you need a clear, well-defined research question in order to develop the theoretical arguments about it. I strongly recommend to use “Business Source Complete” in order to search for the most updated papers on the topic you want to analyze.
This is the link to this database:
http://web.a.ebscohost.com/ehost/search/selectdb?sid=2030f898-b5b7-4884-a421-33a04ddf00f0%40sessionmgr4003&vid=0&hid=4112
If you work at home, you need the Tor Vergata proxy; here you can understand how to find and use it:
http://docs.ccd.uniroma2.it/pmwiki.php/Main/UtilizzareIlProxyDAteneo
Chapter 2.  Generally, in this chapter you will analyze a case study/empirical balance sheet data/surveys/etc in order to understand if a gap or a link between theory and practice does exist. Be aware that theoretical theses are also welcome.
Conclusion. In this section, you will specify the main results of your work, pointing out the link between theory and practice.
More info is available at http://economia.uniroma2.it/master-science/ba/graduation-session/
In particular, read carefully the following link:
http://economia.uniroma2.it/public/ba/files/thesis_guidelines(2).pdf
According to BA rules, the word count is from 25,000 to 35,000; this means you will have to develop about 40 pages for each chapter.

Aggiornato A.A. 2015-2016

TEACHING METHODS The course is built on lectures, case-studies, discussions, readings and guest speakers’ experiences. FINAL PROJECT WORK Groups of attending students will be formed during the third lesson. Each group will be made up of no more than 4 students and will work on a project to present at the end of the course . EXAM It is based on a written test and oral evaluation. REFERENCES FOR ATTENDING STUDENTS Gemmel, P., Van Looy, B., & Dierdonck, R. (2013). Services management: An integrated approach. Pearson Education, chapters: 1,2, 3, 4, 5, 7, 11, 12, 13, 18. Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199. REFERENCES For non attending students Gemmel, P., Van Looy, B., & Dierdonck, R. (2013). Services management: An integrated approach. Pearson Education, chapters: 1,2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 18. Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199. We will discuss two cases from Harvard Business School Publishing