Calendar of Activities (15 sessions)

PART I: UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS 1. Introduction to Module and Services Marketing and How Service Characteristics Affect Marketing Strategy Key Issues Introduction of course, goals, marking, and use of cases, etc. Evolution of services marketing Fresh view of services Characteristics of services and the implications on marketing strategy The 8Ps of services marketing Reading Chapter 1, New Perspectives on Marketing in the Service Economy, (pp. 431) Nick Wingfield, In a Dizzying World, One Way to Keep Up: Renting Possessions, Handout Exercise Study the glossary of Services Marketing and Management given on page 641and develop a list of terms/concepts that are new for you. Individual (Due in 3rd class). Case Jia Jawanti, Service Consumer, (pp. 35 36)

2. Consumer Behavior in Services Key Issues Four broad categories of service The 3-stage model of consumer behavior Customers perceived risks and expectations High- and low-contact service encounters Reading Chapter 2, Consumer Behavior in Service Encounters, (pp. 3455) Exercise Application exercise 5 on page 54 group assignment (Due in next class) Case Four Customers in Search of Solutions ,(pp. 488489) Dr. Becketts Dental Office (pp. 490494) Sullivan Ford Auto World case , (pp. 482487) 3. Positioning Services in Competitive Markets Key Issues

Positioning maps and strategy

Reading Chapter 3, Positioning Service in Competitive Markets, (pp. 5776) Read John H. Roberts, Defensive Marketing: How a Strong Incumbent Can Protect Its Position, (pp. 207211) Emily Thoronton, Fees! Fees! Fees! (Hand Out) http://scholar.google.com/scholar?
cluster=1041147502233429054&hl=en&as_sdt=0,5

Exercise

Case Giordano (pp. 511522) Jollibee Foods Corporation (pp. 532540) PART II: BUILDING THE SERVICE MODEL 4. The Augmented Service Product, Adding Value and Developing New Services Key Issues Core and supplementary services Flowcharting The flower of service Service branding Service branding New service development Reading Chapter 4, Developing Service Concepts: Core and Supplementary Elements, (pp. 80 108) Leonard L. Berry, Venkatesh Shankar, Janet T. Parish, Susan Cadwallader, and Thomas Dotzel, Creating New Markets Through Service Innovation, (pp. 464472) Exercise Prepare Service delivery Flowchart and Flower of Service for the allocated service to the group. (Due in next class) Case Dr. Becketts Dental Office (pp. 490494) 5. Distributing Services through Physical and Electronic Channels Key Issues Service delivery options Cyberspace delivery of service elements Role of service intermediaries Service franchising

International distribution of services Drivers of transnationally integrated strategies

Reading Chapter 5, Distributing Services Through Physical and Electronic Channels, (pp. 109 133) Prosenjit Datta and Gina S. Krishnan, The Health Travellers, (pp. 191195) Exercise Case

Jollibee Foods Corporation (pp. 532540)

6. Service Pricing Key Issues The pricing tripod Monetary and non-monetary outlays Implementing service pricing Revenue management, inventory buckets, and rate fences Ethical concerns and perceived fairness of pricing policies Reading Chapter 6, Setting Pricing and Implementing Revenue Management, (pp. 185161) Sheryl E. Kimes and Richard B. Chase, The Strategic Levers of Yield Management, (pp. 196206) Exercise Case

Accra Beach Hotel (pp. 541 546)

7. Educating and Promoting Services Key Issues Role of marketing communications Challenges of services communications The marketing communications mix Implications of the Internet for marketing communication Reading Chapter 7, Educating Customers and Promoting the Value Proposition, (pp. 163 188) Exercise

Case

Massachusetts Audubon Society (pp. 636652)

PART III: MANAGING THE CUSTOMER INTERFACE 8. Service Blueprinting and Customer as Co-Producer Key Issues Service blueprinting Service process redesign The customer as co-producer Self-service technologies Managing jaycustomers

Reading Chapter 8, Designing and Managing Service Processes, (pp. 214242) Read Loizos Heracleous, Jochen Wirtz, and Robert Johnston, Kung-Fu Service Development at Singapore Airlines (pp. 326)

Exercise

Prepare the Service Blueprinting Exercise # 2 (pp. 242)

Cases

Dr. Becketts dental Office (pp. 490494) Shouldice Hospital (pp. 624635)

9. Balancing Demand and Supply, Waiting Lines and Reservations

Productive capacitydefinition and management Demand cycles Demand analysis and forecasting Demand management Psychology of waiting time Psychology of waiting time Queuing theory Managing waiting lines and reservations strategies

Reading

Chapter 9, Balancing Demand and Productive Capacity, (pp. 2245268) Read Keith A. Gilson and Deepak K. Khandelwal, Getting More from Call Centers, (pp. 331337) Exercise

Prepare application exercise 3 (p. 268) Accra Beach Hotel (pp. 541 546) Shouldice Hospital (pp. 624635)

Cases

10. Crafting the Service Environment Key Issues Servicescape Components of the servicescape Dimensions of service environment Readings Chapter 10, Crafting the Service Environment, (pp. 270292) Stephan H. Haeckel, Lewis P. Carbone, and Leonard L. Berry, How to Lead the Customer Experience, (pp. 338343)

Exercise Case Dr. Becketts dental Office (pp. 490494) Shouldice Hospital (pp. 624635) 11. Managing People for Service Advantage Key Issues

Frontliners as boundary spanners and role conflicts Cycles of failure, mediocrity, and success in HR management The Wheel of Successful HR in Service Firms Empowerment of employees Service teams Service culture

Required Reading Chapter 11, Managing People for Service Advantage,(pp. 295323) Keith A. Gilson and Deepak K. Khandelwal, Getting More from Call Centers (pp. 331337) Exercise Case Menton Bank (pp.531538)

PART IV: IMPLEMENTING SERVICE STRATEGIES 12. Managing Relationships and Building Loyalty Key Issues

Lifetime value of a (loyal) customer Relationship marketing The Wheel of Loyalty Tiering of services Loyalty bonds Membership/loyalty marketing Customer defections/churn Customer relationship management (CRM)

Required Reading Chapter 12, Managing Relationships and Building Loyalty, (pp. 346376) Diane Brady, Why Service Stinks Handout Frederick F. Reichheld, The One Number You Need to Grow, (pp. 473481) Exercise Case

Dr. Anjishnu Sen Goes to London (pp. 621623)

13. Complaint Handling and Service Recovery Key Issues Service guarantees Customer feedback systems Reading

Chapter 13, Customer Feedback and Service Recovery, (pp. 372394) Frederick F. Reichheld, The One Number You Need to Grow, (pp. 467475)

Exercise Case

Accellion Service Guarantee (pp. 554555)

14. Productivity and Service Quality Key Issues Elements of service quality SERVQUAL scale

Service quality gaps Hard and soft measures of service quality TQM, ISO 9000, Malcolm Baldrige, and Six Sigma Service productivity: efficiency versus effectiveness Reading

Chapter 14, Improving Service Quality and Productivity, (pp. 405437)

Exercise
Prepare review question 3, and application exercise 1 (pp. 441442) Do application exercise 3 and 5 (p.442)

Case

Dr. Mahalee Goes to London (pp. 589590) Shouldice Hospital (pp. 624635)

15. Service Leadership Key Issues The Service Profit Chain Cross-functional integration between marketing, operations, and HR Service leadership at the human level Change management Leadership, culture, and climate Required Reading Chapter 15, Organizing for Service Leadership (pp. 440462) Creating New Markets through Service Innovations (pp. 464472)

Exercise Case
TLContact: Care Pages (A) (pp. 653665) Dr. Mahalee Goes to London (pp. 589590)