Service Management

Course Objectives

The service industry is expected to contribute to economical growth. Service providing capabilities are becoming more significant not only in the service industry but also in manufacturing industries including the automobile and electronics industries.
In this course, we will discuss not only typical service industries such as food and beverages or leisure, but also several other situations where service is important, such as in finance, IT, retail, transportation and product maintenance. The common factor in all of these situations is the involvement of people. One of the defining characteristics of service is that customers with a variety of needs are linked both directly and indirectly to the company’s employees. The skills and capabilities of these employees varies and so a key theme in service management is how to handle people.
Throughout this course, students should be able to find new viewpoints particularly paying special attention to the following two topics:
1. Investigate the appropriate management approaches under different business environments upon understanding the general characteristics (e.g. intangibility and variability) of service.
2. Study service management theories such as service-profit chain and analyze service management from multiple perspectives including strategy, marketing, operation, and organizational behavior.

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Marketing and Strategy
Course Level: Applied Course
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 4
Hours Per Class: 3 hours
Class Capacity: 35 (Part-time MBA)

 

Recommended Preliminary Courses

- Critical Thinking
- Marketing I
- Strategy

 

Theme/Reading Materials

Day 1
Session A
THEME Fundamentals of Service Management
CASE N/A
Session B
THEME Customer Loyalty Management
CASE Agero: Enhancing Capabilities for Customers
 
Day 2
Session A
THEME Employee Loyalty and Service
CASE Calveta Dining Services, Inc.: A Recipe for Growth?
Session B
THEME Loyalty Management in Platform Businesses
CASE Will Uber change the world?
 
Day 3
Session A
THEME Service Operation
CASE N/A
Session B
THEME Service Operation (Continued)
CASE ・ SUNSET GRILL AT BLUE

 
Day 4
Session A
THEME High-Touch Service Management
CASE ・ The Ritz-Carlton Hotel Company
Session B
THEME Service Growth Strategy
CASE ・ The Ritz-Carlton Hotel Company
 
Day 5
Session A
THEME Service Marketing
CASE ・ Southwest Airlines (A)
・ Southwest Airlines (B)
・ Southwest Airlines (D)
Session B
THEME Redevelopment of Service Vision 
CASE ・ Southwest Airlines 2002: An Industry Under Siege
 
Day 6
Session A
THEME Transformation of Organization in a Service Company
CASE ・Positive dream persons: Aiming to Become a Company that Continues for Two Centuries
Session B
THEME Overseas Expansion of Service Industry
CASE ・Positive dream persons: Aiming to Become a Company that Continues for Two Centuries

 

Faculty

Tomoko Katsurayama
Marketing and Strategy
"To be a global leader, it is essential to gain strategic thinking approach and magnetic personality with KOKOROZASHI. In Strategy and Marketing course, you will brush up your problem solving approach, which is the fundamental part of your business management skill. It is going to be an eye-opening journey as well as possibly hardest one. It helps you to take a comprehensive and panoramic view of business. Please join us and enjoy your journey of Strategy and Marketing world."
Toshimasa Mori
Marketing and Strategy, Organizational Behavior and HRM
"Why are a few service organizations better in and year out at what they do than their competitors? Outstanding service organizations are managed differently from their merely good competitors. Missions are stated differently. Managers act differently. Actions are based on totally different assumptions about the way success is achieved. Heskett J, et al. at HBS have developed and tested with quantifiable measures of a set of these relationships that they have come to call the service profit chain. Acquiring this concept through case discussion definitely help you mobilize your organization. The more you express your thoughts, the deeper you understand the concept."
Cristian Vlad
Creation, Global/Asia/Japan, Marketing and Strategy
"Creativity, Critical Thinking and Marketing work hand-in-hand and new strategy planning and research methodologies are developed each day. Let’s explore together the fundamentals of marketing and strategy and see which approach fits you and your project best! See you in class!"

Faculty

Tomoko Katsurayama
Tomoko Katsurayama
Marketing and Strategy
"To be a global leader, it is essential to gain strategic thinking approach and magnetic personality with KOKOROZASHI. In Strategy and Marketing course, you will brush up your problem solving approach, which is the fundamental part of your business management skill. It is going to be an eye-opening journey as well as possibly hardest one. It helps you to take a comprehensive and panoramic view of business. Please join us and enjoy your journey of Strategy and Marketing world."
Toshimasa Mori
Toshimasa Mori
Marketing and Strategy, Organizational Behavior and HRM
"Why are a few service organizations better in and year out at what they do than their competitors? Outstanding service organizations are managed differently from their merely good competitors. Missions are stated differently. Managers act differently. Actions are based on totally different assumptions about the way success is achieved. Heskett J, et al. at HBS have developed and tested with quantifiable measures of a set of these relationships that they have come to call the service profit chain. Acquiring this concept through case discussion definitely help you mobilize your organization. The more you express your thoughts, the deeper you understand the concept."
Cristian Vlad
Cristian Vlad
Creation, Global/Asia/Japan, Marketing and Strategy
"Creativity, Critical Thinking and Marketing work hand-in-hand and new strategy planning and research methodologies are developed each day. Let’s explore together the fundamentals of marketing and strategy and see which approach fits you and your project best! See you in class!"