Services Marketing

Drs. A.J. Haans

Tilburg University
The Netherlands
Course Number 328245
Email: A.J.Haans@kub.nl
Work Phone: +31 13-4663236
Telefax: +31 134662875





Course Background

The phenomenal growth of the service industry, the rapid development of new services,
and the increasing competition between service organisations call for supreme
grounded in depth insight into the behaviour of customers and markets. The marketing
of services is qualitatively different from the marketing of goods. In the course we treat
differences between goods and services, and the implications of these differences for
the behaviour of customers and markets, and for the marketing of services. Central in
the course is a model of profit generation in the chain from service strategy
development to marketing program implementation and evaluation. Service marketing
to private and industrial customers, by profit and non-profit organisations, is covered.
Among others, topics such as service process blueprinting, balanced score cards,
customer loyalty programs, unconditional service guarantees, service quality in e-
commerce are covered in detail.





Course Goals

Gain insight in the process of services marketing planning for profit and non-profit
organisations, in the decisions and behaviours of private and industrial service
customers, and in the development of mutually profitable long-term relationships
between service organisations and their customers.

Develop skills in analysing and representing the process of service delivery, in
analysing expectation and experience formation of service customers and providers,
and in formulating service marketing strategy and tactics.






Dates of the final examination:

20-06-2002 (first opportunity),

15-08-2002 (second opportunity).





Textbook and Other Literature

Required textbook:

Zeithaml, Valarie A. and Mary Jo Bitner (2000), "Services Marketing," New York:
McGraw Hill, second edition. ISBN 0-07-1169946

The first edition of the book (1996) is still quite usable, but there are important
differences. Tests and evaluations are based on the information in the second edition.

During the course, extensive use is made of additional literature. The additional
literature is not mandatory, but it is recommended. Only the Zeithaml and Bitner (ZB)
book is mandatory. Below is some of the additional literature used.

Recommended literature:

Fitzsimmons, J.A. and M.J. Fitzsimmons (1998), "Service Management: Operations,
Strategy, and Information Technology" New York: McGraw-Hill. Very good book. Nicely
analytic and quantitative in nature. Several chapters of the Zeithaml and Bitner book are
based on this book.

Oliver, Richard L. (1997), Satisfaction: A Behavioural Perspective on the Consumer,"
New York: The McGraw-Hill Company. This is the definitive book on satisfaction by the
leading author in the field. Anyone who researches client satisfaction and loyalty should
own this book, and know it by heart.

Rust, R.T. and R.L. Oliver (1994) (eds.), "Service Quality: New Directions in Theory and
Practice," Thousands Oaks, Sage Publications. Targeted at researchers. A collection of
separate chapters by important scholars.

Schneider, B. and D.E. Bowen (1995), "Winning The Service Game," Boston: Harvard
Business School Press. A nice, practical book. Written in a convincing, easy-to-follow
style. Many recommendations and suggestions.







Course Projects

During the course, students perform three group projects. The results of the course
projects are presented and discussed during regular classroom meetings.

MORE DETAILED INFORMATION ABOUT THE CASES IS AVAILABLE (CONTACT
ME)





GROUP PROJECT 1

E-Commerce Evaluation and Design

The objective is to learn to identify requirements for excellent e-commerce business
from the perspective of service marketing, and to examine closely new business
opportunities in e-commerce. Students apply services marketing theory to evaluate
web-sites of e-commerce businesses and/or they make proposals for a new business.





GROUP PROJECT 2

Service Design and Delivery: Blueprinting

The objective is to learn to analyse and describe service delivery processes, and to
make recommendations for improvement. The interactions between customers and
service providers, and among service providers within service organisations are focused
upon. Students provide a detailed description of a service delivery process, using the
method of blueprinting or flowcharting. Based on the blueprint and on an analysis of the
competitive environment, students indicate actual and potential weaknesses in the
service delivery process, and they make recommendations for improving the service
delivery process.













GROUP PROJECT 3

Developing Service Strategy: Case Analysis

The objective is to learn to develop service strategies that lead to sustainable
competitive advantage and to growth. The relationships between service organisations
and their customers in competitive markets are focused upon. The project consists of
analysing a detailed case, and of formulating suggestions for the development of new,
or the adaptation of existing service strategies. The case in the course concerns the
service provided by "family entertainment parks." Specifically it deals with Efteling

Students receive information about the case on CD-ROM during the course. The groups
present their analysis and recommendations in class in the form of a competition for a
consulting account.




Grading Policies

Final Grade

Score Group Project 1 (20%)
Score Group Project 2 (20%)
Score Group Project 3 (20%)
Score Final Examination (40%)

The score for the final exam has to be al least a 5.























SCHEDULE

Class Day Date Content Book
1 Tuesday 05-02 Service Conceptualisation ZB1
2 Thursday 07-02 Service Customer ZB2
3 Tuesday 12-02 MARDI GRASS No class
4 Thursday 14-02 Preparation individual project No class
5 Tuesday 19-02 Customer Expectations ZB3
6 Thursday 21-02 Customer Perceptions ZB4
7 Tuesday 26-02 Services marketing Research ZB5
8 Thursday 28-02 Relationship + Complaint Man. ZB6+7
9 Tuesday 05-03 Preparation Individual Project No class
10 Thursday 07-03 Service Design + Standards I ZB8+9
NOTE 07-03 Due date Individual Project -----
11 Tuesday 12-03 Service Design + Standards II ZB8+9
12 Thursday 14-03 Physical Evidence ZB10
13 Tuesday 19-03 Intermediair + Electronic Media ZB13
14 Thursday 21-03 Preparation Group Project I No class
15 Tuesday 26-03 Managing Demand: Yield ZB14
16 Thursday 28-03 Managing Demand: Wait ZB14
Tuesday 02-04 Holiday No class
Thursday 04-04 Holiday No class
17 Tuesday 09-04 Services Communication ZB15
Note 09-04 Due date Group Project 1 -----
18 Thursday 11-04 Employee roles ZB 11
19 Tuesday 16-04 Presentations Group Project 1 ----
20 Thursday 18-04 Pricing and Financial Implicat. ZB16+17
21 Tuesday 23-04 Preparation Group Project 2 -----
22 Thursday 25-04 Service Marketing Integration ZB 18
Tuesday 30-04 Queensday No class
23 Thursday 02-05 Guest lecture by Toine Naber -----
23 Tuesday 07-05 Preparation Group Project 2 -----
Note 07-05 Due date Group Project 2 -----
Thursday 09-05 Ascension day -----
24 Tuesday 14-05 Presentations Group Project 2 -----
25 Thursday 16-05 Wrap-up -----

ZB = Zeithaml and Bitner
All Tuesday classes will be in AZ 117 (13.45 - 15.30)
All Thursday classes will be in PZ 25 (11.45 - 11.30)
During the preparation classes the lecturer will be available for questions.