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  4. (BSIT H4036) Managing Service Quality and Customer Relationships

Module Overview

Managing Service Quality and Customer Relationships

The module seeks to provide students with;- a detailed and integrated knowledge of service quality and relationship management concepts, models and frameworks- an in-depth understanding of the challenges encountered in managing service quality and customer relationships- a comprehensive awareness of the role of service quality in the achievement of sustainable competitive advantage- a critical understanding of service quality and relationship management across a variety of case applications and best practice examples

Module Code

BSIT H4036

ECTS Credits

5

*Curricular information is subject to change

Managing Service Quality

Service Quality Models, Components of the Service Production and Delivery System, The Service Blueprint, Service Recovery, Service Guarantees, The Service Quality Information System, The Winning Wheels of Service, The Service Profit Chain, The Service Value Chain, The Service Quality Management Programme, Service Leadership

Customer Relationship Management

Defining Customer Relationship Management, Cornerstones of Customer Relationship Management, The Changing Nature of Marketing and Customer Service, The Economics of Customer Relationships Building, Customer Satisfaction as a Necessary Precursor to Customer Relationships, The Customer’s Definition of Value, The Nature of Relationships, An Overview of Relationship Theory, Building Long-Term Relationships, Measuring the Equity of Relationships, Identifying Relationships at Risk, Extending the Concept of Relationships, Achieving Customer Focus, Learning Relationships, Managing International Customer Relationships

Relationship Marleting

The Foundations of Relationship Marketing, Conceptualisation of Relationship Marketing, Relationship Drivers, The Core Firm and its Relationships [Customer Partnerships, Internal Partnerships, Supplier Partnerships, External Partnerships], Managing and Controlling the Relationship, Relationship Technology, The Future of Relationship Marketing – Paradigm or Perspective, Permission Marketing, International Relationship Marketing

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100