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 & Online 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
Recommended Preliminary Courses
- Critical Thinking
- Marketing
- Strategy
Theme/Reading Materials
Day 1
Session A
| THEME | Fundamentals of Service Management |
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| CASE | N/A |
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Session B
| THEME | Customer Loyalty Management |
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| CASE | Agero: Enhancing Capabilities for Customers |
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Day 2
Session A
| THEME | Employee Loyalty and Service |
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| CASE | Calveta Dining Services, Inc.: A Recipe for Growth? |
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Session B
| THEME | Loyalty Management in Platform Businesses |
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| CASE | Will Uber change the world? |
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Day 3
Session A
| THEME | Service Operation |
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| CASE | N/A |
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Session B
| THEME | Service Operation (Continued) |
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| CASE | ・ SUNSET GRILL AT BLUE |
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Day 4
Session A
| THEME | High-Touch Service Management |
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| CASE | ・ The Ritz-Carlton Hotel Company |
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Session B
| THEME | Service Growth Strategy |
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| CASE | ・ The Ritz-Carlton Hotel Company |
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Day 5
Session A
| THEME | Service Marketing |
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| CASE | ・ Southwest Airlines (A)
・ Southwest Airlines (B)
・ Southwest Airlines (D) |
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Session B
| THEME | Redevelopment of Service Vision |
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| CASE | ・ Southwest Airlines 2002: An Industry Under Siege |
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Day 6
Session A
| THEME | Transformation of Organization in a Service Company |
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| CASE | ・Positive dream persons: Aiming to Become a Company that Continues for Two Centuries |
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Session B
| THEME | Overseas Expansion of Service Industry |
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| CASE | ・Positive dream persons: Aiming to Become a Company that Continues for Two Centuries |
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