EXC 2506 Service marketing and customer loyalty - RE-SIT EXAMINATION

APPLIES TO ACADEMIC YEAR 2012/2013

EXC 2506 Service marketing and customer loyalty - RE-SIT EXAMINATION Responsible for the course Line L Olsen Department Department of Marketing Term According to study plan ECTS Credits 6 Language of instruction English Introduction Today, service companies account for approximately 75 % of the gross national product in several developed countries, employing approximately 75 % of the labour force. These numbers are expected to increase in the near future. In addition we see that a growing amount of product manufacturing companies extend their products by offering customer services. In a competitive environment dominated by service companies in stagnated markets and increasing focus on customer service, knowledge about service marketing in general and loyalty marketing in particular become a vital prerequisite to succeed in both the private and public sectors. This means that today’s managers need to have in-depth knowledge about the unique characteristics of services as compared to products and the challenges these characteristics pose as regards marketing and management of customer service and service companies. At the same time, the rapid technological development introduces new opportunities and challenges for building relationships between service providers and their customers. Thus, knowledge about the role of technology in service and loyalty marketing becomes another extremely important prerequisite for succeeding in both the private and public sectors. Objective The objectives of this course are to provide the students with: knowledge of classical and current thinking in service marketing an in-depth understanding of what challenges managers face when marketing and managing services the implications of these challenges for managers, employees and customers insights and skills on how to handle these challenges successfully in order to create and maintain a loyal and profitable customer base The educational goal of the course is to provide the students with: applicable skills gained through assignments like cases, individual and group projects, presentations and discussions increase the ability to make the right marketing decisions and choice of marketing tools and techniques through a critical reflection approach. Prerequisites Basic skills in marketing. Compulsory reading Books: Wilson, Alan ... [et al.]. 2008. Services marketing : integrating customer focus across the firm. European ed. London : McGraw-Hill. 576 Collection of articles: Line Lervik Olsen. Coursepack EXC 2506 Service marketing and customer loyalty Recommended reading Other: Line Lervik Olsen. Collection of artcles EXC 2506 Service marketing and customer loyalty Course outline Foundations for service marketing Introduction to services Consumer behaviour in services Understanding customer requirements Listening to customers through research Customer expectations of service Customer perceptions of service Conceptual framework of the book: the gaps model of service quality Service design and standards Service development and design Customer-defined service standards Physical evidence and the servicescape Delivering and performing service Employees’ roles in service delivery Customers’ roles in service delivery Delivering service through technology Intermediaries in service delivery Managing demand and capacity Managing service promises and building customer loyalty Integrated service marketing communication Service recovery Customer loyalty Service marketing and the bottom line Pricing of services The financial impact of service quality Reviewing and critiquing the field of service marketing: Review of service marketing: how did it all start and why? Do our concepts, theories and models still hold water? What trends and challenges are we facing/ will we see in near future? Computer-based tools Ordinary use of PC, no particular software. Access to the Internet is necessary as It's learning will be used for publication of lecture slides, exercises, course pack and other relevant materials. Moreover, one of the learning tools is a service marketing simulation/game, accessible through the Internet. Course structure The course has 36 teaching hours over one semester. Within these hours there will be ordinary lectures, as well as task-oriented learning through individual and group projects like for example cases of different formats, presentations, discussions and a competitive service marketing simulation/game that is central. Every exercise/case session will be followed by a group discussion and summary of main conclusions by the lecturer. Active participation from the students is required during class in order to achieve effective learning. The teaching style will be adjusted to the size of each particular class. Examination A three hour individual written exam concludes the course. Examination code(s) EXC 25061 - written examination accounts for 100% of the final grade in EXC 2506 Service Marketing and Customer Loyalty, 6 credits. Examination support materials One bilingual dictionary may be used at the written examination.Support materials permitted at written examiniations are explained under exam information in our web-based Student handbook. Please note use of calculator and dictionary. http://www.bi.edu/studenthandbook/examaids Re-sit examination Due to changes in our Bachelor Programmes from autumn 2009, there also will be changes in every single course. This course was lectured for the last time spring 2011. Re-sit exam will be offered every term including spring 2013. Additional information

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