The course aims to provide studentes with concepts, methods, techniques and tools that service organizations mainly use to design, organize, manage and measure customer services and experiences. Through the teaching, students will have the opportunity to critically reflect and discuss about key and emerging issues of service management in order to help service organizations anticipate customers' needs and create value for them. At the end of the course, students will be able to implement strategic and operative aspects of service management in theoretical and practical terms.
1. Characteristics of the neo-industrial economy and the key role of services
2. Nature, characteristics and distinctive types of services and experiences
3. Managing customer experience
4. Service design and improvisation
5. Service quality and customer satisfaction
6. Models of service quality between expected and perceived quality
7. The role of emploees and customers during service encounters
8. Strategies for delivering service quality
9. Service recovery and disruption management
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The topics covered by the program will be addressed both theoretically through frontal lessons and practically through the examination of case study, teamworks carried out in the classroom, use of business process management software, presentations of managers and, if possible, company visits in different service organizations.
At the end of the course, a Problem Solving Competition will be organized in which the students will have the opportunity to solve a business problem in management and marketing terms. This activity, completely voluntary, will allow the student to put into practice the theoretical concepts analyzed in the classroom, as well as to develop different soft skills such as team working, time management and public speaking.
Given that this initiative is jointly organized with the teaching of Strategic Marketing, students could create groups (minimum 3 maximum 5 participants) that will include students of both courses (Strategic service management and Strategic marketing).
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The content of the textbooks indicated below, as well as the lessons and cases discussed in the classroom are part of the program.
Throughout the academic year, the office hours for students is available at the times indicated on the web page of the teacher (it is necessary to set a specific appointment) and constantly updated.
|Angelo Bonfanti||Customer shopping experience. Le sfide del retail tra spazio fisico e digitale||Giappichelli||2017||9788892114630||Studio limitato ai capitoli 3, 4 e 5|
|Zeithaml Valerie A., Bitner Mary Jo, Gremler Dwayne D., Bonetti Enrico||Marketing dei Servizi (Edizione 3)||McGraw-Hill||2012||9788838667206||Esclusi i capitoli 14-15-16-17-18|
The examination is written. An optional oral is available. It is possible to take the oral examination only if the evaluation of written exam is sufficient (≥ 18/30).
The written test covers the various topics in the program. It includes 5 open questions to be answered in a dedicated space. This question is aimed at assessing the general vision of the discipline, the deepening of the topics and applying the concepts to service management and marketing. To pass the written test and access the oral examination, the minimum score is 18/30.
The optional oral examination covers the program as a whole and, first of all, verifies the overcoming of any gaps that emerged from the written test. The oral examination is aimed at assessing the candidate’s critical analysis skills, as well as verifying the deepening of the topics.
The final assessment is expressed in 30ths.
The examination does not discriminate between attending and non-attendants students.