Emphasis is placed on building on knowledge gained from Services Marketing 1 providing students with a comprehensive knowledge of marketing and management techniques that can be applied to service businesses. Services Marketing concerns itself with the relationship between the firm, its customers and employees and this module delves deeper into these relationships and examines how to manage them for greatest advantage. It considers how service businesses need to address particular challenges associated with the inability to inventory, the performance quality of human interactions, synchronisation of supply and demand and the need to build sustainable advantage through service quality. The course examines the managerial methods used to impact consumer behaviour using the service environment, relationships between service provider and customer service failures and recovery. As the services sector grows, employment opportunities are created which require specialised knowledge of services marketing. Banks, Government, Transport, Entertainment, Health and Professional services require people who understand that services marketing poses unique management challenges which can only be solved through specialised knowledge and skills which centre on the management of people, technology and systems.
- An Introduction to Service Design and Synchronisation; Understanding service processes and fail-proofing operations; balancing supply and demand; inventory demand and queue systems; management of consumer perceptions
- Management of the Service Environment; Understanding the purposes of the service environment; shaping consumer expectations and experience using environment; dimensions of the service environment
- Focus on People and relationships; Managing people for service advantage; understanding the role of customer as a partial employee; the role of human resource management; service culture, climate and leadership; developing relationships and customer loyalty
- Managing Service Failure and Recovery; Service failures and customer complaining behaviour; effective service recovery and loyalty; service guarantees; developing customer satisfaction
- Service Quality and Productivity; Understanding the differences between service quality and customer satisfaction; exploring the link between service quality and productivity; hard and soft measurement systems for quality and productivity; world class service organisations
This will consist of live lectures and workshops with an emphasis on student participation and group discussion. (2 Hours Per Week) Weekly student activities including Digital based activities and presentations will ensure that the module contains a significant element of active learning through the application of students’ own experience as a method of engaging with theory.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |