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SERVICE MANAGEMENT

Program

Updated A.Y. 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

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