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Name of Course: Hospitality Service Management Course Code: BE31903 Name(s) of academic staff: Mohd Rizwan Bin Abd Majid Rationale for the inclusion of the course/module in the programme This course explores the dimensions of successful service firms. It prepares students for enlightened management and suggests creative entrepreneurial opportunities. Outstanding service organizations are managed differently than their "merely good" competitors. Actions are based on totally different assumptions about the way success is achieved. The results show not only in terms of conventional measures of performance but also in the enthusiasm of the employees and quality of customer satisfaction. Beginning with the service encounter, service managers must blend marketing, technology, people, and information to achieve a distinctive competitive advantage. This course will study hospitality service management from an integrated viewpoint with a focus on customer satisfaction. The material will integrate operations, marketing, strategy, information technology and organizational issues. Finally, because the service sector is the fastest-growing sector of the economy, this course is intended to help students discover entrepreneurial opportunities.

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Semester and Year offered: Semester 6, 3rd Year Total Student Face to Face Total Guided and Independent Learning Learning Time (SLT) L = Lecture L T P O Refer To Appendix A T = Tutorial P = Practical O= Others Credit Value: 3 Prerequisite (if any): NIL

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Learning outcomes: Students should be able to

Explain how a strategic classification of services can be helpful to managers. (P1) Formulate a strategic service vision. (P1, P3) Describe the fundamental characteristics of service innovation. (P1, P3) Describe the five roles of technology in the service encounter. (P1, P3) Describe and illustrate the five dimensions of service quality. (P1) Explain how culture and level of employee empowerment in an organisation affect the service encounter. (P1) Identify and differentiate the five global services strategies (P1)

Through assignments, case studies and current issues, students should be able to work in a team, write reports, examine and analysis case studies and current issues and make constructive decision based on the given assignments. (P5)

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Transferable Skills: Through lecture in classroom, role play, presentation, video : interpersonal skills, communication skills etc.

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Teaching-learning and assessment strategy

e. s Quiz Case Forum Group Writing and % 25 75 20 10 40 15 10 P1 / / / / Knowlegde of Discipline Area Practical Skills / Practical / psychomotor Problem solving and scientifics skills P2 P3 P4 / P5 / P6 P7 P8 P9 Mid-Term Final Exam Individual Presentation 5 / / Study/Report Assessment Report Writing Communication Skills Sosial and team Skills and Responsibilities Value, Attitude, Ethic and professionalisme SkillsInformation management and Longlife learning Managerial and Entrepreneurial Skills Leadership Skills

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Synopsis: 1. To study "breakthrough" services in order to understand the operations of successful service firms that can be benchmarks for future management practice. 2. To develop an understanding of the "state of the art" of service management thinking 3. To develop an awareness of the opportunities that information technology can have for enhancing service firms competitiveness. 4. To appreciate the organizational significance of managing the service encounter to achieve internal and external customer satisfaction. 5. Understand new service development from both a product and process perspective. 6. To gain an appreciation of the complexities associated with implementing change. 7. To understand the dimensions of service growth and expansion both domestically and internationally. 8. To appreciate the entrepreneurial opportunities in services.

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Mode of Delivery: Lecture, Tutorial and Case Study Assessment Methods and Types: The assessment for this course will be based on the following: Component Weight Case Study/Presentation 25% Individual Assignment 10% Quiz and Forum 10% Mid-term Exam 15% Final Exam 40% Total 100% All components of the above assessment are compulsory and must be completed before the stipulated deadline and 5% will be deducted for late submission.

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Mapping of the course/module to the Programme Aims

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Mapping of the course/module to the Programme Learning Outcomes

Value, Attitude and professionalisme learning SkillsInformation management and Longlife Communication Skills Sosial and team Skills and Responsibilities Managerial and Entrepreneurial Skills Knowlegde of Discipline Area Problem solving and scientifics skills Leadership and Team Skills Practical Skills

P 1 Explain how a strategic classification of services can be helpful to managers. (P1) Formulate a strategic service vision. (P1, P3) Describe the fundamental characteristics of service innovation. (P1, P3) Describe the five roles of technology in the service encounter. (P1, P3) Describe and illustrate the five dimensions of service quality. (P1) Explain how culture and level of employee empowerment in an organisation affect the service encounter. (P1) Identify and differentiate the five global services strategies (P1) Through assignments, case studies and current issues, students should be able to work in a team, write reports, examine and analysis case studies and current issues and make constructive decision based on the given assignments. (P5) / / / / / /

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P 9

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Content outline of the course/module and the SLT per topic (Please Refer to Appendix A) The Role of Service in an Economy Service Definitions Nature of the Service Sector Sources of Service Sector Growth The Nature of Services & Service Strategy Characteristics of Service Operations Non-ownership Characteristic of Services Grouping Services by Delivery Process Classifying Service for Strategic Insights The Strategic Service Vision Competitive Service Strategic Stages in Service Firm Competitiveness New Service Development Innovation in Services Taxonomy for Service Process Design Generic Approaches to Service System Design Technology in Services Technology in the Service Encounter The Emergence of Self-Service Automation in Services Internet Services E-Commerce Service Quality Defining Service Quality Achieving Service Quality Service Recovery Stages in Quality Development Process Improvement Quality and Productivity Improvement Process Quality Tools for Analysis and Problem Solving Quality Improvement Programs The Service Encounter The Service Encounter Triad The Service Organisation Contact Personnel The Customer Supporting Facility and Process Flows & Service Facility Location Environmental Psychology and Orientation Servicescapes Facility Design Process Analysis Facility Layout

Managing Capacity and Demand Generics Strategies of Level Capacity and Chase Demand Strategies for Managing Demand Strategies for Managing Capacity Yield Management Managing Waiting Lines The Economics of Waiting Queuing Systems The Psychology of Waiting Principles of Waiting Line Management Service Supply Relationships Supply Chain Management Service Supply Relationships Managing Service Relationships Outsourcing Services Growth and Globalization of Services Domestic Growth and Expansion Strategies Franchising Globalisation of Services Global Service Strategies 18. Main references supporting the course: Kandampully, J.A (2006). Services Management: The New Paradigm in Hospitality, Pearson-Prentice Hall. (Main) Fitzsimmons, James A., and Mona J. Fitzsimmons, Service Management: Operations, Strategy, and Information Technology, 6th Ed., Irwin/McGraw-Hill, 2008. (Fitz) Additional references supporting the course: Zeithaml, Valarie A., Bitner, Mary Jo and Gremler, Dwayne D., Services Marketing: Integrating Customer Focus Across the Firm, 4th Ed., McGraw-Hill, 2006 Lovelock, Christopher and Wright, Lauren, Principles of Service Marketing and Management, 2nd Ed., Prentice Hall, 2002 19. Other additional information

This is a compulsory subject.