Services Marketing (MKT 316)
Last updated April 30, 2007

Date

Reading/Assignment
Discussion Topic(s)

 

'Ianuali (January)

8

Syllabus

Course Introduction

10

Ch. 1 Notes

Introduction to Services

12

Ch. 2; Notes

The Gaps Model of Service Quality

17

Ch. 2; Service Experience #1 due

19

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?

22

Ch. 3 Notes

Consumer Behavior in Services

24

Ch. 3; Ch. 4 Notes

Consumer Behavior in Services

26

Ch. 4; Service Experience #2 due

Customer Expectations of Service

29

Ch. 5 Notes

Customer Perceptions of Service

31

Ch. 5 Notes

Customer Perceptions of Service

 Pepeluali (February)

2

Case: EasyCar.com, pgs. 573-581.

Review
  • 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?

5

Test #1: Chapters 1-5

Examination #1 Review Questions

7

Ch. 6

Listening to Customers Through Research

9

Ch. 6

Listening to Customers Through Research

12

Ch. 6

Listening to Customers Through Research

14

Ch. 7

Building Customer Relationships

16

Ch. 7; Service Experience #3 due

Building Customer Relationships

21

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?

23

Ch. 8

Service Recovery

26

Ch. 9

Service Development and Design

28

Ch. 9

Service Blueprint Assignment

 Malaki (March)

2

Ch. 10

Service Development and Design

5

Service Blueprint Presentations

Service Development and Design

7

Service Blueprint Presentations

Service Development and Design

9

Service Blueprint Presentations

Service Development and Design

12

Ch. 11;Blueprint report due

Physical Evidence and Servicescapes

14

Ch. 11;Service Experience #4 due

Physical Evidence and Servicescapes

16

Review

19

Test #2: Chapters 6-11

Examination #2 Review Questions

21

Ch. 12

Employees' Roles in Service Delivery

23

Ch. 12; Service Experience #5 due

Employees' Roles in Service Delivery

 'Apeliala (April)

2

Ch. 12

Employees' Roles in Service Delivery

4

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?

9

Ch. 13

Customers' Roles in Service Delivery

11

Ch. 13; Service Experience #6 due

13

Ch. 13

Video: Service with Soul

16

Ch. 14

Delivering Service Through Intermediaries and Electronic Channels

18

Ch. 14; Service Experience #7 due

Delivering Service Through Intermediaries and Electronic Channels

20

Ch. 15

Managing Demand and Capacity

23

Ch. 16

Integrated Services and Marketing Communications

25

Ch. 16; Service Experience #8 due

Integrated Services and Marketing Communications

27

Ch. 17

Pricing of Services

30

Ch. 17

Pricing of Services

 Mei (May)

2

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 ).

9

Test #3: 2:00-4:00 pm
Chapters 12-16 (Chapter 17 will not be part of the final examination.