Marketing Seminar Services Management Winter 2011/2012

Transcription

1 Marketing Seminar Services Management 1. Content The marketing seminar Services Management aims to provide you with a clear and broad understanding of the essentials of services management. It will provide you with insights in current scientific research and with knowledge about the challenges and opportunities of implementing strategies and instruments in services marketing. Services differ from other products in multiple regards, including their intangibility and heterogeneity. These unique characteristics of services require specific management and marketing approaches for services. Topics for research papers include service success drivers, service encounters and frontline employees, self-service technologies, servicescapes, managing demand and capacity (e.g., via waiting line strategies and revenue management), and service guarantees. 2. Learning Outcomes The intent of this course is to introduce, discuss, and analyze critical topics associated with services management. The course should help you to: Understand the underlying characteristics, strategies, and consumer theories of services management; Understand the current challenges and risks in managing services; Understand different approaches to manage people and to optimize the physical environment of services; Understand the important role of customers and how they can influence the service outcome; Understand the challenges in managing processes (e.g., queues); Use critical thinking to process information and discuss current and future marketing solutions; 1

2 Extend your ability to solve scientific problems and write research papers; Extend your ability to listen carefully and report information in a professional and effective manner; Improve your English skills; and Enjoy yourself while accomplishing all of the above. 3. Grading Grading Research paper: 70% Presentation and participation: 30% Format and Additional Information - 10 pages (+/- 10%) excluding title page, tables, figures, references, and appendices - 12-point font, Times New Roman or Arial; oneand-a-half spaced; 2.5 cm margins minutes presentation of each topic (joint presentation by two or three students; includes 15 minutes discussion) - Active participation in each session In order to pass the seminar and to acquire the associated credit (Diploma: 8 CP, Master: 12 CP), both parts have to be passed (4.0 or better). Your final grade is a weighted average of sub-grades. A legally valid registration at the examination office is obligatory. 4. Course Assessments 4.1 Assignment of Research Papers and First Appointment After the kick-off meeting on November 15, 2011, please indicate your three most preferred topics ordered by rank from highest (1) to lowest (3) via to Julia Beckmann no later than November 18, Topics will be assigned based on your preferences and the first-come-first-served principle (remaining topics will be allocated randomly). Each topic will be assigned to two or three students. We will inform you of your assigned topic by on November 21, Furthermore, please indicate your preferred date and time for the first appointment in that . The first appointment is obligatory for every course participant. When you come to your first appointment, you should have skim-read the relevant literature and identified possible research questions that are interesting and novel. You should also bring along a first outline of your research paper. Please note the time slots for 2

3 appointments in the table below (see 5.). A second appointment outside these time slots is possible and can be scheduled individually via to Julia Beckmann. 4.2 Readings The following readings are required and should be read before the seminar begins (the articles are available from the university library and its electronic databases): - Fisk, Raymond P., Stephen W. Brown, and Mary Jo Bitner (1993), Tracking the Evolution of the Services Marketing Literature, Journal of Retailing, 69 (1), Lovelock, Christopher and Evert Gummesson (2004), Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives, Journal of Service Research, 7 (1), Shostack, G. Lynn (1977), Breaking Free from Product Marketing, Journal of Marketing, 41 (2), Vargo, Stephen L. and Robert F. Lusch (2004), Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68 (1), We also recommend the following textbooks as an introduction into the field of services management in general (all three textbooks are available at the university library): - Fitzsimmons, James A. and Mona J. Fitzsimmons (2001), Service Management: Operations, Strategy, and Information Technology, 3rd ed., McGraw-Hill: New York, NY et al. - Lovelock, Christopher H. and Jochen Wiertz (2011), Services Marketing: People, Technology, Strategy, 7th ed., Pearson: Boston, MA et al. - Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2009), Services Marketing: Integrating Customer Focus across the Firm, 5th ed., McGraw-Hill: Boston, MA et al. For each paper topic, we have listed two articles which we believe enable a first look into the relevant phenomenon (see 7.). These articles are again available from the university library and its electronic databases. It is important for you to know that it is not sufficient to use only these articles for successfully writing a research paper. Instead, students are required to use existing electronic databases (e.g., EBSCO) and libraries to investigate the respective topic in a much broader and deeper way. Please note the VHB-JOURQUAL II ranking of marketing and management journals and focus on highly ranked journals (A+, A, B). The ranking is available at Writing and Submitting the Research Paper For information about how to write and layout your research paper, please refer to the instructions provided here: 3

4 gwissenschaftlicherarbeiten halbjahr.pdf All research papers have to be sent to Julia Beckmann in PDF format no later than January 13, Submissions after that date will not be accepted. In addition, you have to submit two printed copies that are stapled at the upper left-hand corner to Anne Feldhaus (Am Stadtgraben 13-15, Münster, R. 02). 4.4 Preparing the Presentation Each topic will be assigned to two or three students who work on their research papers independently. However, each team of students will give a 30- to 45-minute joint presentation of their papers. The presentation will be followed by a 15-minute discussion. Please note that it is your responsibility to prepare an integrated presentation of your papers, avoiding any redundancies and/or contradictions. If you have difficulties in achieving this, please contact Julia Beckmann. For information about how to layout and hold your presentation, we will send you a presentation guide by . Please submit your final presentations via to Julia Beckmann no later than January 19, Save the Dates Date Time Content Additional Information Deadlines November 18, Application for topics and first appointment November 21, Announcement of assigned topics January 13, Submission of final research papers January 19, Submission of final presentations After the kick-off meeting via to Julia Beckmann You will be informed by - PDF via to Julia Beckmann - Two printed copies to Anne Feldhaus PPT or PDF via to Julia Beckmann 4

5 Time Slots for Appointments November 29, 2011 December 01, 2011 Discussion of literature, research questions, and outline with instructors Via to Julia Beckmann; the first appointment is obligatory; within time slots appointments are possible every half hour (e.g., 09.00, 09.30, etc.) Onsite Seminar November 15, Kick-off --- January 20, 2012 January 21, 2012 January 22, Presentation and discussion of research papers Obligatory; a detailed schedule will be available in January 6. Further Information and Contact Further information (e.g., times of presentation, rooms for the onsite seminar) will be available on our website in January ( Prof. Dr. Michael Paul michael.paul@uni-muenster.de julia.beckmann@uni-muenster.de Tel. +49 (0)

6 7. Topics and Literature I. Services Management Basics Topic 1: The Service-Profit Chain - Anderson, Eugene W. and Vikas Mittal (2000), Strengthening the Satisfaction-Profit Chain, Journal of Service Research, 3 (2), Kamakura, Wagner A., Vikas Mittal, Fernando De Rosa, and José Afonso Mazzon (2002), Assessing the Service-Profit Chain, Marketing Science, 21 (3), Topic 2: Quality and Productivity in Service Delivery - Rust, Roland T., Christine Moorman, and Peter R. Dickson (2002), Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both? Journal of Marketing, 66 (4), Singh, Jagdip (2000), Performance Productivity and Quality of Frontline Employees in Service Organizations, Journal of Marketing, 64 (2), Topic 3: Customer Perceived Service Quality - Brady, Michael K. and J. Joseph Cronin Jr. (2001), Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, 65 (3), Parasuraman, A., Leornard L. Berry, and Valarie A. Zeithaml (1991), Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing, 67 (4), Topic 4: A Role Theory Perspective on the Customer Service Experience - Humphrey, Ronald H. and Blake E. Ashforth (1994), Cognitive Scripts and Prototypes in Service Encounters, Advances in Services Marketing and Management, 3, Solomon, Michael R., Carol Surprenant, John A. Czepiel, and Evelyn G. Gutman (1985), A Role Theory Perspective on Dyadic Interactions: The Service Encounter, Journal of Marketing, 49 (1), II. Managing People and Physical Evidence Topic 5: The Management of Frontline Service Employees - Hartline, Michael D. and O.C. Ferrell (1996), The Management of Customer-Contact Service Employees: An Empirical Investigation, Journal of Marketing, 60 (4), Schneider, Benjamin, Mark G. Ehrhart, David M. Mayer, Jessica L. Saltz, and Kathryn Niles-Jolly (2005), Understanding Organization-Customer Links in Service Settings, Academy of Management Journal, 48 (6),

7 Topic 6: Technology-Based Service Encounters - Bitner, Mary Jo, Stephen W. Brown, and Matthew L. Meuter (2000), Technology Infusion in Service Encounters, Journal of the Academy of Marketing Science, 28 (1), Meuter, Matthew L., Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Bitner (2000), Self-Service Technologies: Understanding Customer Satisfaction with Technology- Based Service Encounters, Journal of Marketing, 64 (3), Topic 7: Dimensions and Consequences of the Servicescape - Bitner, Mary Jo (1990), Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, Journal of Marketing, 54 (2), Bitner, Mary Jo (1992), Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56 (2), III. Managing Processes Topic 8: The Management of Queues and Delays - Taylor, Shirley (1994), Waiting for Service: The Relationship between Delays and Evaluations of Service, Journal of Marketing, 58 (2), Zhou, Rongrong and Dilip Soman (2003), Looking Back: Exploring the Psychology of Queuing and the Effect of the Number of People Behind, Journal of Consumer Research, 29 (4), Topic 9: Revenue Management in Service Industries - Desiraju, Ramarao and Steven M. Shugan (1999), Strategic Service Pricing and Yield Management, Journal of Marketing, 63 (1), Von Wangenheim, Florian and Tomás Bayón (2007), Behavioral Consequences of Overbooking Service Capacity, Journal of Marketing, 71 (4), Topic 10: When, Where, and How Service Guarantees Work - Chen, Xinlei (Jack), George John, Julie M. Hays, Arthur V. Hill, and Susan E. Geurs (2009), Learning from a Service Guarantee Quasi Experiment, Journal of Marketing Research, 46 (5), Hogreve, Jens and Dwayne D. Gremler (2009), Twenty Years of Service Guarantee Research: A Synthesis, Journal of Service Research, 11 (4),