This course begins by defining services and categorizing different services. Customer expectations of services, sources of these expectations and the factors that influence them for pure services and product related services are discussed. Next, customer satisfaction is defined along with its relationship to service quality. Building customer relationships through research and the importance of recovery from service failures are reviewed. Customer’s role, employee’s role and the role of intermediaries and electronic channels along with managing demand and capacity in delivering customer services are discussed. Lastly, strategies on pricing for providing various services are established.
Student Learning Outcomes
On successful completion of this course, students will be able to:
- Understand the difference between goods and services and differentiate between service industries (ex: hotels and hospitals), service as products (ex: IT companies) and customer service
- Understand customer behavior and customer expectations
- Design research methods to understand customer needs
- Build customer relationships (from strangers to acquaintances to friends and ultimately partners)
- Present strategies to recover from service failures
- Determine the roles of various people and entities in delivering services
- Work out a strategy on pricing for various services that are provided
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