global service management

Global Service Management

TUTOR SUPPLEMENT

Authors: J. Stephen Taylor

2019 Edition

Authors

J. Stephen Taylor • The Business School • Edinburgh Napier University

First published by Edinburgh Napier University, Edinburgh, Scotland © 2013.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means – electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise – without permission in writing from

Edinburgh Napier University, 219 Colinton Road, Edinburgh, EH14 1DJ, Scotland.

Contents

1. Welcome to Global Service Management 1

2. Tutorial Guidance 3

3. Module Assessment Guidance 7

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Welcome to Global Service Management

Service Management Tutor Supplement


I am pleased to welcome you to the teaching team for this Module. You should consider yourself an integral part of the Module teaching team along with myself (the module leader).

Please feel free to email me with any queries you may have concerning any aspect of this Module, but please ensure that the Programme Administrators are copied into any correspondence between us. As the Local Tutor for the Module you will receive the following in your Support Pack:

• Tutor Supplement (this document) • Student Study Guide • Schedule of key module dates • Lecture PowerPoint slides • Tutorial Teaching Materials (all the readings)

If any of the above has not been received by you please contact the Local Programme Administrator, by email with details of what you require. Please note that the Local Programme Administrator should be your first point of contact in dealing with all administrative and programme related matters. Where any matter can only be dealt with by Edinburgh Napier University Business School then please contact the Edinburgh Napier Programme Administrator, by email. For all academic matters relating to this module contact myself, but copy any correspondence to the Programme Administrators. Contact details will be provided in the Student Handbook, via Moodle, or in lectures.

I wish you every success in delivering this module and feel sure that you will find it both a challenging and rewarding experience. I very much look forward to hearing from you and meeting you.

Dr J. Stephen Taylor The Business School Edinburgh Napier University Craiglockhart Campus EDINBURGH EH14 1DJ Tel: +(44) 131 455 4236 Email: [email protected]

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Service Management Tutor Supplement

1.1 Delivering this module

This Tutor Supplement is meant to be read and used in conjunction with the Student Study Guide. Its purpose is to provide you with additional information to support you as you deliver the tutorials and provide local student support.

Please feel free to add your own materials as appropriate. You should contextualise the content for your own students, to ensure that examples are relevant. If you have any questions or queries about any of the module materials, please contact me directly via email. I am happy to hear from you at any time.

Note that the students are required to do some reading in advance of each tutorial. You should strongly emphasise this requirement, as the tutorials will be much more effective if students have completed the preparatory work.

3 Service Management Tutor Supplement

Suggested Tutorial Solutions

Tutorial Guidance

These notes are intended to help you as you deliver the tutorials. Please refer to the Student Study guide for details of the tutorials for each topic. It is up to you to fit these into the allocated number of tutorial sessions. The briefing for the tutorial exercises for each Topic are detailed below along with any special notes. The programme handbook tells you how many tutorial sessions you will have to work the Topics into, and the Student Study Guide gives the overview of the Topics.

We suggest that as you work through these Topics, you use the students’ own progress to determine which areas will benefit from having further time devoted to them, and which areas the students are understanding easily.

Topic 1: Service Excellence (Links to coursework topic)

The focus of the coursework concerns the creation of service excellence. This reading (Gouthier, Giese and Bartl, 2012) critically reviews a number of service excellence models and helps to clarify what we mean by service excellence. Additional reference here is Johnston’s (2004) short article on service excellence.

On Moodle there is a short briefing for students and two sets of questions for them to consider when reading each of the articles. The key focus here is getting the students to appreciate that service excellence is a far from straightforward concept and that it is typically not particularly well understood by managers. Thus the purpose of this tutorial is to provide students with a more sophisticated appreciation of what we mean by service excellence. This will enable them to adopt a more analytical approach to preparing their first assessment the Service Excellence Report.

Topic 2: Servicescapes

Two readings here: (a) The classic article by Bitner (1992) which introduces the concept of servicescapes and the associated model; (b) the more recent study by Nelson and Venkatraman (2008) which applies the concept in the context on Starbucks in Mainland China. This explores the concept of ‘consumptionscapes’ and highlights some important considerations when designing servicescapes.

The Bitner (1992) reading provides students with the relevant theoretical background on the servicescape concept. The second reading by Nelson and Venkatraman (2008) offers an opportunity to explore how the servicescape and consumers interact and highlights that consumers may very well do so in a manner different from that perhaps intended by the service provider! Useful to ask students to discuss servicescapes

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which with they are familiar and to reflect on the extent to which they perhaps ’twist’ these to create a consumptionscape!

As a general point, worth getting the students to consider the question below with a view to relating their understanding to the festival and events context: What are the servicescape elements that are likely to be of importance in the Festivals and Events context? Get them to focus on festival and events they have experienced.

Topic 3: Creating Services

The Creation of Experience-Centric Services

Discussion of a journal article (Zomerdijk and Voss, 2010) which identifies the key design considerations for service delivery systems that focus upon the creation of customer experiences. The complex range of factors and their relationships involved in creating effective service designs (i.e. servuction systems) is clearly illustrated.

The reading is intended to get the students to understand that they are essentially involved in the design and delivery of experiences. Here the authors identify a number of key elements of creating and delivering experiences. Get them to relate these elements to services which they are familiar. Students can then be asked to: Identify what Festival and Event Managers might gain from applying the insights offered in this article? Here it is a case of getting the students to about how in a festival and events’ context that they envisage that the design aspects highlighted in the article might be applied.

Topic 4: Service Quality - Case Study: The Ritz-Carlton Hotel.

The students are asked to read the “The Ritz-Carlton Hotel Company and the Creation of Service Management Excellence” case study and prepare answers to the questions at the end of the case to discuss in class. Focus here is upon how the Ritz-Carlton organization has created its legendary service quality levels and a reputation for service excellence. The vital importance of both employee and customer engagement is clearly heighted in this case. This should be emphasized to students!

There is a teaching note/version of the case study and tutorial slides. These will be supplied.



Topic 5: People in Services

a) The Service Encounter This tutorial is based on the reading by Grove, Fisk and John (2000) which explores the metaphor of ‘services as theatre’ as the basis for describing and analysing the service encounter. This reading is designed to encourage the students to think about the roles service providers and consumers play in the delivery and consumption of services. Useful to get the students to think about their service experiences and the roles that they may have played! With regards to application they students are encouraged to answers this question: To what extent can the ideas from this article be usefully applied to the Festival and Events context?

b) HRM and Services This reading by Browning et al. (2009) looks at the links between best practice in human resource management (HRM) and the creation of a competitive advantage in service organisations. The vital importance of HRM within the ‘new services management’ approach is clearly highlighted here. A key theme in the module is the vital role of staff in the delivery of the service experience as a fundamental lever on organisational performance and ultimately service excellence! In terms of contextualisation the students are asked to consider: What does this article suggest about how managers in the Festival and Events sector might best approach the management of their employees?

Topic 6: Managing Customers

a) Relationship Marketing The issues and challenges associated with effective customer relationship management are explored in the reading by Geddie, DeFranco and Geddie (2005). This paper looks at both the similarities and differences in the concepts and practices of Guanxi and relationship marketing, highlighting what the latter can learn from the former in building more effective customer relationships

b) Marketing Communications The importance of the need for integrated marketing communications (IMC) has been emphasised in the lecture topic. Here, the emphasis is upon examining the effective use of social media to support new product launches (and the building and maintaining of strong customer relationships) is explored through reference to the article written by Kaplan and Haenlein (2012). This article looks at the 2011 launch of Britney Spears's Femme Fatale album. Whatever one might think of this artist or her music, the use of social media in this new product launch provides some very useful lessons for us all!



Topic 7: Review of Service Management and Examination Revision

The final tutorial is devoted to a review of the module’s coverage and an opportunity to consider the topic of Service Management from a holistic perspective in terms of its overall challenges and the potential solutions to these. The final examination will be discussed and key areas for revision highlighted.


Module Assessment Guidance


Please read the Student Study Guide so you understand what information the students have been provided with.

At the beginning of the module, please take the time to go through the key dates to ensure students are well aware of deadlines. General dates will be provided to you in the programme handbook, through Moodle, through the Local Programme Administrator, or in lectures, as they are made available.

3.1 Coursework Assignment

The key thing here is that students need to be analytical. That is they need to apply the relevant theories and concepts of their chosen topic(s) to the chosen organisation(s) in a critical way. That is demonstrating WHY the way an organisation does something is an example of service excellence. This means not just describing what the organisation does!

Take students through the assignment briefing and go over the slides used in the last lecture (Topic 12 – Report Workshop) emphasising the importance of ensuring the structure and balance of cover meets the marking criteria provided. Again, emphasise the importance of being analytical.

3.2 Examination

Two questions from a selection of six. All topics will be identified in advance to the students, so the emphasis is upon them demonstrating a good grasp of their chosen topics and the ability to focus this upon the set question. So, the emphasis is very much upon understanding not just memory!

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