BME 3509 Service Management


Course Code BME 3509
Course Title  Service Management
Number of Credits 5
Academic Year 3

This course takes both a practical and conceptual approach to the management of services.  This course looks at key components of services that affect the expectations and perceptions of customers as well as issues of demand management; developing systems that address custom problem solving and complaint management. The course will integrate operations, marketing, strategy, information technology and organizational issues.  This course will cover both Business to Business (B2B) Services and Business to Customer (B2C) Services. Basic knowledge of Marketing and Operations Management will be a pre-requisite for this course.

  • Identify the central role of services in an economy and explain the characteristics of services
  • Explain the difference between the services and the manufacturing
  • Understand the competitive environment of services and the fundamental characteristics of service innovation.
  • Explain the service operations, marketing and human resource aspects.
  • Describe and illustrate the dimensions of service quality
  • Explain the importance of people factor in service encounter.

Identify the role of technology in the service sector

  • Identify the central role of services in an economy and explain the characteristics of services
  • Explain the difference between the services and the manufacturing
  • Understand the competitive environment of services and the fundamental characteristics of service innovation.
  • Explain the service operations, marketing and human resource aspects.
  • Describe and illustrate the dimensions of service quality
  • Explain the importance of people factor in service encounter.

Identify the role of technology in the service sector

Main Topics Sub Topics No. of Hours
1.   Understanding services

 

1.1  Definition of service

1.2  Characteristics of services

1.3  Difference between the services and the manufacturing

1.4  Role of services in an economy

1.5 Understanding the services

1.6 Relationship with customers

15
2.   The service customer

 

      2.1 Managing service encounters

2.2 Customer behavior in services

2.3 Relationship marketing and customer loyalty

2.4 Complaint handling and service   recovery

15
3.   Service marketing strategy

 

      3.1 The service product

3.2 Pricing strategies

3.3 Promotion and education

3.4 Service positioning and design

15
4.   Service delivery issues

 

      4.1 alternative delivery systems

4.2 creating value through productivity and    quality

4.3 balancing demand and capacity

4.4 managing customer waiting lines and reservations

15
5.   Integrating marketing, operations and human resources 5.1  employee roles in service organizations

5.2  the impact of technology on services

5.3  globalization of services

15
Mode of Evaluation Final examination will be conducted

Fitzsimmons, J. A. and Fitzsimmons, M. J. Service Management – Operations, Strategy, Information Technology, McGraw – Hill, 2011.