Introduction
760 MANAGEMENT OF SERVICES provides the knowledge base and conceptual frameworks to facilitate the delivery
of service excellence. Building on concepts from management and marketing, the subject explores the increasing
contribution of service industries to the global economy. The subject identifies the specific challenges associated with
services, to encourage new ways of thinking and establish fundamental principles for service managers. In a world
where manufacturing industries increasingly compete on the basis of service elements in their package of consumer
benefits, the need for managers who can provide leadership in services management is accentuated. Case studies Who should attend
Real-life case studies are incorporatedinto the subject to provide opportunities
• Executives wishing to enhance their understanding of contemporary services management
for students to apply theory into practice
in an authentic context. Examples of casesinclude
• Managers seeking to improve the design and delivery of service processes
• Human resource practitioners who are responsible for the supervision and empowerment
DeLong, T.J. and V. VijayaraghavanCirque du SoleilCase #9-403-006Harvard Business School Publishing15 October 2002
Learning objectives
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Upon completion of this subject, students should be able to
Case #9-505-035Harvard Business School Publishing
• discuss the essential features of services and link them to the principles of service
• explain the interdependence of key elements from marketing, operations and human
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• outline the particular challenges inherent in delivering service excellence
Harvard Business School Publishing7 January 2002
• identify and apply specific tools to meet these challenges
Delivery method
The subject is delivered online over a 12-week period, with an assigned Professor acting
as mentor. The class will comprise students from different countries and industry backgrounds.
Practical case studies and discussions help to stimulate learning and knowledge exchange,
while an examination at the end of the subject will help students review and apply the
Assessment Prerequisites 760 Management of Services Syllabus
Students are introduced to the syllabus, the resources and communication tools available within the
Segment 1: Introduction
The segment presents the basic principles of service management and explains how each underlies
Segment 2:
the development of the discipline. Using the expanded marketing mix (the ‘7Ps’), the strategic differences
Thinking about Services
for services within various classifications are highlighted. Students are encouraged to consider theservice concept – what is offered, to whom and how it is facilitated. The segment discusses the trendto gain competitive advantage by using services (‘servitisation’) and organisational conflicts inherentin managing services.
Students learn to distinguish between service quality and customer satisfaction, using the gap analysis
Segment 3:
model of service quality. The segment explains the links in the service profit chain, with special emphasis
Understanding Customers
on customer loyalty and service profitability. Students also learn how to calculate the lifetime value ofa customer and design and implement a customer satisfaction measurement system for a specificservice. Service guarantees and service level agreements are examined. Segment 4:
The segment focuses on designing and delivering efficient service processes. Students learn to identify,design and evaluate different types of service processes. To enhance efficiency of services, tools to
Delivering Services
systematically influence demand patterns in services and manage customer waiting times are presented. The emphasis is on developing strategies and skills to improve service processes, including borrowingfrom lean manufacturing (‘Just-in-Time’) and information technology. Segment 5:
Students are introduced to specific human resource management practices that are fundamental tosuccessful services management. Different types of employee competencies and their contribution in
Managing Service Staff
specific service situations are outlined, as are the importance of collaborative relationships to bothemployee and organisational learning. The segment explains the notion of employee empowermentand examines the extent to which it is applicable in different service contexts.
The segment addresses basic strategic issues in the management of services, including performance
Segment 6:
measurement, productivity, innovation and competitive advantage. Students are encouraged to discuss
Sustaining Performance
different approaches to performance measurement in services, outlining the major issues inherent inmeasuring productivity and innovation in services. The segment highlights the challenges for managersin contemporary service economies and presents the integrated approach to services management,to sustain high levels of performance in an increasingly competitive environment. Required textbook
Van Looy, B., P. Gemmel and R. Van Dierdonck. Services Management: An Integrated Approach(2nd ed). Essex: Pearson Education, 2003. 760 Management of Services Global Faculty U21Global subjects are created by acknowledged experts in their field, usually senior academics who have strong understanding of postgraduate requirements. The subject content is further reviewed by academic specialists who appraise the subject from an independent perspective, ensuring a high-quality, professional product.
760 MANAGEMENT OF SERVICES was developed for U21Global by Alison Dean, Associate Professor Subject Author
of Marketing at The University of Newcastle, Australia. Dr Dean previously taught at Monash University,Australia, where she achieved several teaching awards including the Vice-Chancellor's Award for
Distinguished Teaching in 1998, and a CAUT (Committee for the Advancement of University Teaching)
award for exemplary practice in 1995. Dr Dean has published extensively in academic and peer-reviewedjournals, as well as served as guest editor of Managing Service Quality. She holds a PhD from MonashUniversity and an MBus from Southern Cross University.
The subject was reviewed by Jochen Wirtz, Associate Professor of Marketing, Academic Director of Subject Reviewer
APEX-MBA (Asia-Pacific Executive MBA) Programme, Academic Co-director of the UCLA-NUS EMBAand a member of the Management Committee of the NUS Business School, National University of
Singapore. He is co-author of the textbooks Services Marketing – People, Technology and Strategy
(now in its fifth edition), and Services Marketing in Asia. Dr Wirtz has received several teaching awards,including the Outstanding Educator Award 2003 (from National University of Singapore), the ExcellentTeacher Award 2002 and Outstanding Educator Award 2001 (from the NUS Business School). Dr Wirtzholds a PhD from the London Business School. Students’ progress will be guided by dedicated Professor Facilitators based Professors around the world. They provide an international perspective and impart knowledge through a wealth of experience in their field of specialisation. Our Professor Facilitators will help students make sense of the information to enable students to transform the information into knowledge and creative solutions.
Mohan Agrawal is a Visiting Faculty of Marketing at Alfred Lerner College of Business & Economicsat University of Delaware in the US and Principal Strategy Consultant of Marketing Aims Inc (Canada). He is a former Founding Director of the Centre for Service Management at Xavier Labour RelationsInstitute (XLRI), Jamshedpur, India. Prior to that, Dr Agrawal was the Escotel Chair Professor of CustomerRelationship Management (CRM) and Director of the Centre for CRM at the Indian Institute of Management,Lucknow, India. Dr Agrawal received his PhD at Kurukshetra University, India, and his MPhil from theUniversity of Strathclyde, Glasgow. Mohan AGRAWAL
Mark Esposito is an organisational management and sustainability expert. He serves as AssociateProfessor of Management & Behavior for Grenoble Graduate School of Business and as Director ofthe MIB programme. He is also appointed as Affiliate Professor of Humanities and Social Sciences atESCP-EAP, European School of Management (Paris, London, Berlin, Madrid and Torino). Dr. Espositoinitiated his cooperation with UNESCO and more specifically with the educational unit based in Thailand,in his function of advisor and through these projects he has been able to get closer to the socio-culturalfabric of the Countries in the Pacific Rim. Dr. Esposito received his PhD in Sustainable Developmentin the School of Business & Economics at Atlantic University, USA. He also holds Doctor Magistralis
Mark ESPOSITO
in Humanities by the University of Turin in Italy.
For more information on U21Global subjects, please visit our campus at www.u21global.edu.sg
Or email us at campus@u21global.edu.sg Phone: +65 6410 1399 Fax: +65 6410 1368
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760 Management of Services