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Unit Summary
Pre-requisites
Unit aim
Introduces students to concepts and practices of service-logic in marketing, the role of the customers within the service system and effective management of customer relationships. Approaches and tools for analysing, improving and developing complex services will be explained and applied, along with concepts of service quality, service recovery and the determinants of customer satisfaction and dissatisfaction.
Unit content
Module 1: Services marketing: The central concepts and frameworks
Module 2: Customer expectations and perceptions of service
Module 3: Quality Management in Services – managing capacity and demand
Module 4: Performing service – The actors and their roles
Module 5: Relationship Marketing
Module 6: Service design and the servicescape
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
| On completion of this unit, students should be able to: | |
|---|---|
| 1 | demonstrate a working knowledge of the unique characteristics of services |
| 2 | analyse the key issues and elements associated with the measurement and management of service quality and customer satisfaction |
| 3 | critically evaluate the role of the servicescape in building a customer focused organisation. |
On completion of this unit, students should be able to:
- demonstrate a working knowledge of the unique characteristics of services
- analyse the key issues and elements associated with the measurement and management of service quality and customer satisfaction
- critically evaluate the role of the servicescape in building a customer focused organisation.
Prescribed texts
- Wilson A, Zeithaml, VA, Bitner, MJ & Gremler, DD, 2016, Services Marketing: Integrating Customer Focus Across the Firm, 3rd European edn, McGraw Hill, Maidenhead, Berkshire. ISBN: 9780077169312.
- Wilson A, Zeithaml, VA, Bitner, MJ & Gremler, DD, 2016, Services Marketing: Integrating Customer Focus Across the Firm, 3rd European Edn, McGraw Hill, Berkshire. ISBN: 9780077169312.