MG301F2F

Management of Service
Operations
COURSE OUTLINE
1. SEMESTER/YEAR: Semester 2, 2017

2. MODE OF DELIVERY/LOCATION: Face to Face, Laucala Only

3. PRE-REQUISITES: Two 200-level MG Courses or TS106 and TS207 or TS106 and

TS213 or TS106 and SO201

4. COURSE CO-ORDINATORS:
Associate Professor Dr Gurmeet Singh & Dr Jashwini Narayan

5. TEACHING TEAM

Coordinator 1 Coordinator 2
Name: Associate Professor Dr Gurmeet Singh Name: Dr Jashwini Narayan
Office: S244 Office: S213
Phone: 3232464 Phone: 3232089
Email: singh.gurmeet@usp.ac.fj Email: narayan_ja@usp.ac.fj
Consultation Hours: TBA Consultation Hours: TBA

Coordinator 1 will conduct lectures during the first seven weeks. Coordinator 2 will conduct lectures
after mid-semester break. Coordinator 2 will also conduct all tutorials from week 2.

6. LECTURE/TUTORIAL TIMES & VENUE

Timetable will be confirmed later. Lectures will begin from week 1 but tutorials will
begin from week 2. You will be required to sign-up online for tutorials by end of week 1.

7. EMERGENCY CONTACT
Name: Ms Susan Tafunaimani
Phone: 3232137
Email: susanl.tafunaimani@usp.ac.fj

8. COURSE DESCRIPTION
This course explores the strategic, operational, marketing and financial issues related to
the provision of a service that leads to a high level of customer satisfaction. It examines
the ways by which human resources can be managed effectively to achieve this. The
methodologies available for measuring, analyzing and designing service systems are
evaluated, along with the role that marketing has in attracting customers and shaping their
expectations. The financial implications of providing a quality service are examined.

Page 1
9. COURSE LEARNING OUTCOMES
On successful completion of this course, students will be able to:
1. Employ a theoretical framework to examine the issues relating to service quality.
2. Develop strategies for service delivery innovations within organisations.
3. Examine the strategic, operational, marketing and financial factors related to the
provision of a service that leads to a high level of customer satisfaction, not only
in the Pacific but on a global scale.
4. Ascertain and suitable measures for organizations to facilitate the service delivery
process to avert anomalies before they occur and to enhance service results on a
continuing basis.
5. Demonstrate analytical and problem solving skills in applying service models to
the context of the Pacific Region.

10. USP GRADUATE OUTCOMES

The USP graduate outcomes are as follows:
Creativity: Graduates will generate new ideas and approaches to solve problems
Communication: Graduates will choose appropriate language and modes of
communication to share ideas and capture understanding
Critical thinking: Graduates will evaluate ideas and opinions before forming a
conclusion
Ethics: Graduates will apply ethical reasoning to their actions and decision-
making
Pacific consciousness: Graduates will recognize the cultural heritage, and
diversity of Pacific societies
Professionalism: Graduates will apply professional principles, values and ethics
to their work
Teamwork: Graduates will collaborate with people of diverse perspectives to
achieve goals

11. COURSE CONTENT

Wk Focus for Each Week

1 Introduction & Briefing on the Course Outline
Chapter 1: Introduction to Services and
Chapter 2: Gaps Model of Service Quality
2 Chapter 3: Customer Expectations of Service and
Chapter 4: Customer Perceptions of Service
3 Chapter 5: Listening to Customers through Research
4 Chapter 6: Building Customer Relationship
5 Chapter 7: Service Recovery
6 Chapter 8: Service Innovation & Design
7 Chapter 9: Customer defined Service Standards
BREAK WEEK
8 Chapter 10: Physical Evidence & the Servicescape

Page 2
 9 Chapter 11: Employees Role in Service Delivery
10 Chapter 12: Customers Role in Service Delivery
11 Chapter 13: Managing Demand & Capacity
12 Chapter 14: Integrated Services Marketing
Communications
13 Chapter 15: Pricing of Services
14 Chapter 16: The Financial and Economic Impact of
Services and Revision/Recap for the Final Exam
15 Study Break
16 Examination weeks
17 Examination weeks

12. PRESCRIBED TEXT AND OTHER RESOURCES

Course Materials
Recommended Text and Reading
Zeithaml V., Bitner M., Gremler D. (2012). Services Marketing (6th Ed.) or any later available
editions. NY, McGraw-Hill. The required readings for each topic/chapter will be posted in
MOODLE shell together with Lecture power-points on a weekly basis. Please print out your own
copies.

Referencing guide:
Use Harvard referencing style to acknowledge all sources used for your assignments such as
indicate: surname, initials of first name(s), year of publication, title of book or article, publisher
name, city where the publication took place.

Additional reading list:

The Library subscribes to full-text journal databases where you can download full text academic
journal articles from services. Students have access through electronic databases in the USP
Library to large numbers of journals (Emerald, ProQuest and others). Students are expected to
use these outside resources extensively in their study. Some of the better service journals
include: The International Journal of Service Industry Management, Journal of Services
Marketing, and Service Quality Management. The Harvard Business Review (in the Library)
also has service articles, as do many other specialised management journals: general
management, HRM, consumer behaviour, operations management, quality management, and
marketing. Students are expected to do independent reading from books and journals in the area
of service management, quality management and related topics. Emerald includes access to
journals like The International Journal of Service Industry Management, Managing Service
Quality, and Services Marketing, among others. The library subscribes to a hard-copy version of
the International Journal of Service Industry Management. These articles can be used for
reference in your research.

Page 3
13. ALIGNMENT OF LEARNING OUTCOMES, ACTIVITIES AND ASSESSMENT
The following table demonstrates the alignment of the course learning outcomes to
appropriate activities and assessments and the links to programme and USP graduate
outcomes.
Associated
Course Teaching
Programme USP Graduate
Learning and Assessment
Outcomes Outcomes
Outcome Learning
Activities
1 Group work Major Group Project Demonstrate how to Creativity
on assessing identify attractive Critical thinking
service markets, marketing Ethics
delivery of a institutions and
service international Pacific consciousness
organisation marketing
opportunities. Professionalism

Teamwork

2 As above: Major Group Project Determine entry-level Creativity

group work marketing skills Critical thinking
needed in the public
and private sectors in Pacific consciousness
the Pacific Region
and globally. Teamwork

3 As above Major Group Project Examine the global Creativity

and Tutorial Assessment environment of Communication
Presentations Final Exam business and its Ethics
in tutorials multicultural issues,
on case standards, and Professionalism
study relationships.
4 As above Major Group Project Synthesize cross- Creativity
Tutorial Assessment cultural theories, Communication
principles
methodologies and
practices for the
betterment of a global
society
5 Above and Major Group Project Assess the analytical
Creativity
revision Mid Semester Test thinking skills
sessions, Final Exam necessary to develop Critical thinking
tutorial and sound business and
Ethics
lecture marketing decisions.
participation

Page 4
14. ASSESSMENT

14.1 ASSESSMENT PORTFOLIO

LEARNING
TYPE OF ASSESSMENT WEIGHT COMMENTS/RATIONALE
OUTCOME
CONTINUOUS ASSESSMENT 50%
Mid-Semester Test week 8: during lecture time and at
(There will not be any 20% lecture hall, actual date/time will be 5
supplementary test) confirmed later
group assessment: Week 10: Monday: 1-5
Major Group Project 20%
11 September 2017
Tutorial Assessment group based but individual assessment: 3,4
10%
(presentation) after break week
FINAL EXAMINATION - 50%
individual assessment: SAS will 3,5
Individual 3 hours 50%
confirm examination details later

Assessment 1. Mid-Semester Test (20%)

This test will be held after the mid-semester break in week 8 during a lecture session at the
lecture venue. Actual date/time will be confirmed later. The test will consist of short answer
application questions of explaining, analyzing and problem solving and will be based on the first
few chapters covered in lectures/tutorials. Cheating (copying, allowing others to copy, coming to
the test venue with written notes, talking during test, checking or comparing answers) will be
dealt with severely and such students will be sent to the disciplinary committee.

Assessment 2. Major Group Project (20%): Due date Monday of Week 10: 11 September
2017. Time: softcopy by 10am and hardcopy by 4pm.

This project is the major assessment since it relates to all leaning outcomes of this course. The
purpose of the group project is to apply your understanding of the marketing concepts that you
will be exposed to in lectures. You will be asked to create your own groups in the first tutorial
class. Your group will consist of four members. Do take note of all possible contacts of your
group members. You are to manage your own groups. Should certain group members not
cooperate, delay, miss out on meetings, the majority in that group can ask that group member to
look for another group. Also there must be a declaration page (attached to hardcopy project)
after the cover page stating that all members contributed equally. Indicate if members
contributed less than their share. Excuses of group members disappearing and not contributing
will not be entertained for delayed submission. Students need to choose an organization and
conduct research on it. The research requires students to apply the Gaps model to assess the
selected organizations service strategy. The Gaps Model is given on pages 46-47 of the
prescribed text. Students will be required to interview the organization and assess the factors
influencing service quality. You will be expected to ask the manager, whether the organization
suffers from any factors listed in figures 2.2-2.5 on pages 36-45 of the prescribed text.

Page 5
Furthermore, students need to select a sample of 15-20 customers who interact with the
organization for a particular service and on that service, interview customers as per the
SERVQUAL questionnaire (Exhibit 5.2; pages 126-128) of the prescribed text.

The Group Project framework will be as follows:

Single Cover Page (Group Project information; Course Code; Surnames/First Names; ID
Numbers)

Plagiarism Declaration Cover sheet (Signed by all members)

Declare that the group assignment is your own piece of work and that all sources have
been duly acknowledged. I/We, verify that this group project is primarily or solely our
own work. If I/we have used other sources, we have used them appropriately and
provided clear attribution and complete citations to the resources. We have not borrowed
anyone else's words, phrases, or ideas without giving clear credit to that person. We do
understand the penalty for plagiarism as specified in the University Calendar, 2013. This
is to verify that we have checked our work, and it contains no plagiarism.

Group Member Contribution information: include the following details:

Group Member ID, Full Name, Percentage contributed. All members must sign off.

Table of Contents Page

1. Background of the organization [1 mark]

Organization name and other details (Location, nature of organization, country located in
the Pacific region)
Brief history of organization
Service activities it deals with
Purpose of the research/Research Objectives

2. Literature Review [2 marks]

Conduct a literature review on the following:
Define service quality, gaps model and customer satisfaction
Explain the difference between customer perceptions vs expectations
Practical rationales behind improving service quality and customer satisfaction

3. Research Methodology [2 marks]

How was the data collected; survey instrument; who were interviewed; what was the
sample size
Literature review sources
Tests and Data analysis

4. Analysis and Discussion (Critique) [10 marks]

Provide assessment of the Gaps model (Organizations response) Based on pages 46-47
questionnaire

Page 6
 Analysis of the factors impacting service quality (Organizations response) Based on
pages 36-45: Fig 2.2-2.5 [interview findings - organization/manager if the organization
suffers from any factors]
Assessment of SERVQUAL Results (Customers response) Based on pages 126-128
questionnaire
Discussion/Analysis of Results Organisation vs Customers perspective
Any underlying problems? Prerequisites that led to success etc

5. Recommendations and Conclusion [4 marks]

6. References [1 mark] (wherever in the Project - references have been made to course material
or any other current practice or research, cite the full bibliographical details.)

7. Appendix
Letters
Market research data
Questionnaires
Analysis evidence etc

Students are reminded that the Group project should address all of the elements as reflected
above. Students are required to support the analysis with reference to theory (from
textbook/lectures) on topic. Also, students are advised to refer to the most recent empirical
research in the field (from journals) to substantiate their analysis. Failure to cite outside sources
used in an assessment may lead to failure of the assessment overall. Likewise, use of Wikipedia
references may lead to failure of the assessment overall. As a group, you are to work together
and submit only one softcopy of the group assignment in Moodle shell & also submit one
hardcopy for marking by the due date. All assignments submitted Online in Moodle shell should
have a similarity report attached (SafeAssign Score or also known as TurnItIn Score) to the soft
and hard copies as proof. Only similarity level of 0-20% will be regarded as acceptable.
Assignments will not be marked if the signed plagiarism declaration sheet and TurnItIn
SafeAssign Score is not attached.

Late assignments
Please note that due dates for assignments are to be strictly followed. Late submission of work
will result in a penalty of 10% of the possible mark for each day late. For example, for a 10%
group assignment that is handed in 2 days late, your penalty will be 20% of 10, which is -2.0.
Weekends are treated as a single full day. Assessment tasks will generally not be graded after the
last day of lecture. If there is a delay, notify the coordinator in advance with proof of delay
(e.g. sick-sheet etc...) and a draft of whatever you did on the assignment on the due date.
Very late assignments will be returned unmarked. Timeliness is important.

Assessment 3. Case Study Presentations in Tutorials

Public presentations are an important method of communication in business. Case study
presentations will include all the team members (groups of four members) and will be based on
the chapters as stipulated in the course content section.

Page 7
All groups are required to submit a hard copy printout of their presentation together with the
plagiarism declaration sheet. No oral presentations are to be read (note-cards can be permitted as
reference guide). Student presentations are to be made in a relaxed, confident and professional
manner.
All team members should actively engage in the presentation and discussion that follows the
presentation. The use of visual aids (laptop/projector; overhead projector, charts, whiteboard and
handouts) is recommended.

Students are required to book with ITS in advance to avoid any disappointments. In week 2,
groups will be briefed on what is expected. Group membership must be documented, together
with contact details and provided to the tutor and all colleagues within your group in week 2
tutorial. Once formed, only the most exceptional circumstances could permit any changes to be
made, and then only after discussion, negotiation, and ultimately with the written agreement of
the Course Coordinator. Everyone will be part of a group.

Group case study presentation will begin from week 8, after mid-semester break week. Case
study presentation is a group based effort but marks will be individual performance based to be
fair to every presenter. Time limit for the group will be 30 minutes per group. Students need to
make a declaration stating that all members have contributed equally. The 10% tutorial
presentation allocation is as follows: 7% for presentation and 3% for question/answer
participation following your own presentation. See moodle for assessment criteria. Further to
this, 60% of tutorials should be met whereby since tutorials begin in week 2 and ends in week 14
(weeks 2-14 is a total of 13 classes); attendance should be equivalent to 60/100*13 = 8 tutorials.

Assessment 4. Final Examination (50%)

The end of semester examination will consist of two compulsory parts. Part 1 will include a case
study followed by questions based on the case material. Case study will look at any aspect of
strategic, operational, marketing or financial factors that impact on customer satisfaction. Part 2
will consist of six essay questions out of which any four will need to be answered. Short answer
questions will be application questions of explaining, analyzing and problem solving. The
material covered during the semester will be included in the final examination. Reminder: You
MUST obtain at least a total of 20/50 marks for your course work AND at least a total of 20/50
marks for your final examination and together 50 marks or more, to pass this course. The exam
will be based on lectures particularly the extra details explained during lectures, not just the
power point slides which is why you need to revise on recorded lectures. The exact coverage for
the final exam will be announced later via Moodle. Remember that your final examination may
differ in content and structure from the past year sample papers.

14.2 PASSING THE UNIT

In order to be awarded a pass in this unit, students must:

Obtain a minimum of 40 per cent in both components (coursework and final exam) in order to
pass the course. The pass mark is 50/100.
In addition, 60% of tutorial attendance is required to pass the course.

Page 8
14.3 GRADE DISTRIBUTION

A+ A B+ B C+ C D E
85-100 78-84 71-77 64-70 57-63 50-56 40-49 0-39

14.4 ASSESSMENT POLICIES AND REGULATIONS

For detailed regulations, please refer to the USP Handbook and Calendar.

Plagiarism, copying materials from other sources without proper referencing and
acknowledge of the source is a serious offence and will be dealt with severely. In the
Regulations Governing Academic Misconduct section of the USP Handbook & Calendar
plagiarism is defined as the copying of another persons creative work and using it as
ones own without explicitly giving credit to the original creator. Work copied without
acknowledgement from a book, from another students work, from the internet or from
any other source. If lecturer is satisfied that plagiarism has occurred, they will report the
matter to the Head of School. They can reduce marks appropriately. If the matter is seen
as serious enough it can be taken to the Student Disciplinary Committee by the Head of
School.

15. IMPORTANT DATES

WEIGHTING
ACTIVITY WEEK
(%)
Tutorial Presentation after mid-semester break week 10%
MST 8 20%
Group Project 10 20%
Final Exam SAS will confirm later 50%

16. ADDITIONAL COURSE ATTENDANCE

16.1 LECTURE
The lecture/discussion method will be used, and will be learner-centred. You are strongly
advised to attend your two hours per week lectures. Students may be required to
participate in the discussions relevant to the lecture topic(s) and would be given the
opportunity to apply some of the theories/models and methods discussed in the
lectures. Lecture power-point slides and recorded lectures will be posted on Moodle shell.
The power-point slides will be brief. Students are required to take notes where they deem
necessary. Guest lectures may also be utilised where desirable. Do not depend on the
power-point slides only for revision. You will be tested on the extra details of what is
discussed during lectures in tests/final paper, so revising on recorded lectures will be
more important.

Page 9
16.2 TUTORIALS
This is a 300 level course and students are therefore expected to show maturity in their
approach towards their studies. This simply means that the course coordinator largely
expects everyone to conduct allocated readings prior to each session, prompt class
attendance and to engage constantly in interaction and participate in class and group
discussions. 60% attendance in tutorials is essential. You are strongly advised to attend
your once per week tutorial classes. Failure to attend 60% tutorials will result in being
unable to follow the programme. It is now compulsory for all students to attend at least
60% of tutorials. Less than 60% tutorial attendance will lead to fail grades. This
requirement is in line with clause 1.3e of Student Academic Calendar (2017: 445).
Mobiles should be switched off and ear-phones should be removed in tutorials and
lectures. Tutorials will commence in week 2. You will be required to sign up online for
one tutorial session only. Details will be given in the introductory tutorial. Students will be
divided into groups of four and will present on actual service company case studies in
these groups. Such case study presentations will help you understand: how to facilitate the
service delivery process; how to enhance service results on a continuing basis as well as
enhance your analytical and problem solving skills. See moodle for more information on
tutorials and marking criteria. Tutorials before the break (weeks 3-7) will be unassessed
quiz based and will focus on concepts covered in lectures. Tutorials will be case
presentation based after mid-semester break week.

17. STUDENT SUPPORT

17.1 ONLINE HELP & e-Learning INFORMATION

Moodle
The Modular Object Oriented Dynamic Learning Environment is a free, open source
learning management system that enables you to create a more effective learning and
teaching online experiences. For more information, contact the Moodle Helpdesk at
moodlehelp@usp.ac.fj. Notices and extra information will be placed in moodle and it is
the responsibility of the students to access moodle on a regular basis. Being unaware of
moodle notices is no longer an excuse at USP. Please read your student emails and
Moodle notices sent through Moodle for updates and information continuously
throughout the semester. If you fail to check your student emails and Moodle updates sent
via Moodle, then you will not be excused for errors and mistakes done by not knowing the
instructions given. This is your responsibility.

Use of Moodle Grade Book

Students are urged to make maximum use of the grade books located in their moodle
platform. Your grade books will be updated periodically by the course coordinator so as
to ensure that you keep track of your performance throughout the semester. You need to
send your assignments at scheduled due dates to ensure regular and consistent feedback
in your grade books.

Page 10
17.2 FACULTY STUDENT LEARNING SUPPORT (SLS) SERVICES

The Student Learning Support (SLS) staff at the CELT centre will provide assistance on
your academic performance should you need help. However, if you are experiencing
personal problems, the people at the Counseling Centre will be available to provide
assistance and counseling. Dont forget that the SLS staff would like every student to
have a positive experience while studying at the University.

Study groups
Most people find it easier to study in a group or with a friend, at least for part of the time.
Working with others helps to motivate us. It provides a shared goal and reduces feelings
of isolation or boredom. Your tutor will be able to put you in touch with any other
students doing this course and this may help you form study groups within tutorials.

18. EXPECTATIONS OF STUDENTS

18.1 STUDENT RESPONSIBILITIES

Students are expected to:
Spend enough time on Moodle and other activities required in the course
Attend all lectures, attend at least 60% tutorials, team meetings etc. unless
hampered by illness in which case you must inform your course coordinator and
team members.
Arrange with the team members to work in their own times on the project.
Facilitate the course coordinator with any proof that he/she was sick and unable
to attend classes or assessment at the earliest possible time to avoid getting a zero
mark for the missed assessment.

COURSE POLICY
Academic Misconduct & Penalties for Academic Misconduct (Refer to USP
Calendar p.458-461)
Mandatory use of Turnitin plagiarism detection software (Refer to USP
Calendar p.460)
Late Assignments - Late assignments will be penalized: 10% will be deducted
for each day. Refer to
http://www.smpa.fbe.usp.ac.fj/index.php?id=16656
For other additional matters such as: Medical emergencies and Sickness,
Student and Staff Conduct, Academic Grievances, Student Support & USP
Library Click on: http://www.smpa.fbe.usp.ac.fj/index.php?id=16657
How to log in to Moodle click:
http://www.smpa.fbe.usp.ac.fj/index.php?id=16653

Page 11
18.2 STUDENT WORKLOAD PER WEEK

TYPE Hours Comments

Lecture and tutorials 3 Class attendance
Lecture and tutorial 2 1 hour towards weekly chapter reading
preparation 1 hour towards tutorial preparation
Group project 2 until Group meetings, field research, desk research, draft
submitted preparation, file compilation
MST 3 until Revision
test date
Final Exam 5 hours Revision from week 14 until exam date
TOTAL 15

Page 12