Services Marketing (MKT 316)
last updated: December 2, 2005

Date

Reading/Assignment
Discussion Topic(s)

 

'Aukake (August)

23

Syllabus
Course Introduction

25

Ch. 1 Notes
Introduction to Services

30

Ch. 2; Service Experience #1 due Notes
The Gaps Model of Service Quality

 Kepakemapa (September)

1

Case: Jyske Bank, pgs. 582-601.
  • What is Jyske's new positioning or competitive differentiation strategy?
  • What tangible and intangible changes did the bank make to get to its new position?
  • Analyze Jyske Bank's success using the Services Quality Gaps Model found in Chapter 2. What are Jyske's strategies for closing the five gaps in the model?

6

Ch. 3 Notes
Consumer Behavior in Services

8

Ch. 4; Service Experience #2 due Notes
Customer Expectations of Service

13

Ch. 5 Notes
Customer Perceptions of Service

15

Case: EasyCar.com, pgs. 573-581.
  • What are the characteristics of the car rental industry? How do these characteristics influence the design of the service delivery process in this industry in general?
  • How would you characterize the level of service quality that EasyCar provides?

20

Review and Catch-up

22

Test #1: Chapters 1-5

27

Ch. 6
Listening to Customers Through Research

29

Ch. 7; Service Experience #3 due
Building Customer Relationships

 'Okakopa (October)

4

Case: Starbuck's, pgs. 664-681
  • Based on the data available in the case, what recommendations do you have for changing services at Starbuck's.
  • Does it make sense for Starbuck's to use customer profitability segmentation? How do you feel that customers would react to it?
  • What level of "relationship bond" do most Starbuck's customers have?

6

Ch. 8
Service Recovery

11

Ch. 9
Service Development and Design Service Blueprint Assignment

13

Ch. 10
Service Development and Design

18

Service Blueprint Presentations
Service Development and Design

20

Service Blueprint Presentations
Customer-Defined Service Standards

25

Ch. 11;Blueprint report due (new due date)
Physical Evidence and Servicescapes

27

Service Experience #4 due
Physical Evidence and Servicescapes

 Nowemapa (November)

1

Review and Catch-up

3

Test #2: Chapters 6-11

8

Ch. 12; Service Experience #5 due
Employees' Roles in Service Delivery

10

Ch. 12
Employees' Roles in Service Delivery

15

Ch. 12; Service Experience #6 due
Employees' Roles in Service Delivery

17

Case: The Quality Improvement Customers Didn't Want, pgs. 621-626.
  • What decision is Allan Moulter facing? What are the issues, challenges, and tradeoffs?
  • Information technology is a powerful force in shaping service strategies. Used appropriately, it can increase customer satisfaction, improve efficiency, reduce costs, support front line staff, and even radically change how services are delivered. Which (if any) of these strategic purposes do you believe are served by Quality Care introducing the proposed registration system?

22

Ch. 13; Service Experience #7 due
Customers' Roles in Service Delivery

29

Ch. 13
Video: Service with Soul

 Kekemapa (December)

1

Ch. 14; Service Experience #8 due
Delivering Service Through Intermediaries and Electronic Channels

6

Ch. 16
Integrated Services and Marketing Communications

8

Review and Catch-up; Service Encounter Report Due

Please read the Syllabus for a description of the Service Encounter Report. Also, read A Guide to Writing Assignments and the Grading Guide for Writing Assignments to understand how writing assignments should be constructed and how they will be graded for this class ).

13

Test #3: 9:40-11:40 am
Chapters 12-14, 16 Test#3 Review Questions