Tài liệu quản trị dịch vụ introduction to service management

Tài liệu quản trị dịch vụ introduction to service management

Quản trị Dịch vụ

INTRODUCTION TO SERVICE MANAGEMENT

1 LEARNING OBJECTIVES

Upon successful completion of this course, students should be able to:

1 Develop a service oriented thinking and service mindset (SERVICE THINKING)

2 Describe and discuss the notions and perspectives of service businesses, the management

principles and organizational aspects guide service businesses

3 Articulate the key components of a service system, and how a service system requires the

integration of people, business processes and technologies ( DESIGN THINKING)

4 Gain an appreciation of ICT based opportunities for service business

5 Become knowledgeable participants and actors in service decisions and management

6 Understand and employ systems thinking in dealing with the service related phenomena Gain

problem solving skills through business case analysis ( SYSTEMS THINKING)

2 COURSE MATERIALS

The course employs (i) textbooks, (ii) business case studies, and (iii) research papers

Students should read the lecture materials and/or articles and cases assigned before the class in which they will be discussed

The business cases and the research papers will be assigned during the semester

Textbooks

Fitzsimmons, J A., Fitzsimmons, M.J & Bordoloi S.K (2014) Service Management:

Teboul, J (2006) Service is Front Stage: Positioning Services for Value Advantage Palgrave

MacMillan

Books (recommended)

1 Ellet, W (2007) The Case Study Handbook Harvard Business School Press

2 Chesbrough, H (2011) Open Service Innovation Jossey-Bass

3 Woodside, M & McClam, T (2009) An Introduction to Human Services Thomson

Brooks/Cole

4 Yagil, D (2008) The Service Providers Palgrave Macmillan

5 Nankervis, A (2005) Managing Services Cambridge University Press (Asia–Pacific and

Australasian regions)

6 Edvardsson, B & Enquist, B (2009) Values-based Service for Sustainable Business - Lessons from IKEA Routledge

7 Allen, P (2006) Service Orientation - Winning Strategies and Best Practices Cambridge

University Press

8 Raisanen, V (2006) Service Modeling: Principles and Applications John Wiley & Sons

9 Alter, S (2006) The Work System Method: Connecting People, Processes, and IT for Business Results Work Systems Press

Profit McGraw-Hill

Ashgate

Research papers:

The reading will be selected from the following list This list is not all inclusive and other articles or cases may be assigned

Vargo, S.L & Lusch, R.F (2008) Service-Dominant Logic: Continuing the Evolution Journal

of the Academy of Marketing Science, 36(1), 1-10

Alter, S (2008) Service system fundamentals: Work system, value chain, and life cycle IBM Systems Journal, 47(1), 71-85

Kwan, S.K & Min, J.H (2008) An Evolutionary Framework of Service Systems International

Conference on Service Science, Beijing, China, April 17-18

Vargo, S.L., Sampson, S.E & Froehle, C.M (2006) Foundations and implications of a

proposed unified services theory Production and Operations Management, 15, 329-343

Lusch, R.F (2004) The Four Service Marketing Mysths: Remnants of a goods-Based, Manufacturing Model Journal of Service Research, 6 (4), 324-335

Vargo, S.L & Lusch, R.F (2004) Evolving to a New Dominant Logic for Marketing Journal

of Marketing, 68(1), 1-17

Parasuraman, A., Zeithmal V.A., & Malhotra A (2005) E-S-Qual: A Multiple-Item Scale for

Assessing Electronic Service Quality Journal of Service Research, 7(3), 213-233

Bitner, M.J (1990) Evaluating Service Encounters: The Effects of Physical Surroundings and

Employee Responses Journal of Marketing, 54(2), 69-82

Smith, A.K, Bolton, R.N, & Wagner, J (1999) A Model of Customer Satisfaction with Service

Encounters Involving Failure and Recovery Journal of Marketing Research 36, 356–372

McAfee, A.P (2006) Enterprise 2.0: The Dawn of Emergent Collaboration Sloan Management Review, 47(3) 21-28

Kohli, R (2007) Innovating to Create IT-Based New Business Opportunities at United Parcel

Service MIS Quarterly Executive

Harris, P (2009) Help Wanted: “T-Shaped” Skills to Meet 21st Century Needs T+D, 63(9),

42-47

Weill, P & Ross, J (2005) A Matrixed Approach to Designing IT Governance MIT Sloan Management Review, 46(2), 25-34

(Harvard Business Review papers)

A Practical Guide to Combining Products + Services Shankar, Venkatesh; Berry, Leonard L.;

Dotzel, Thomas Harvard Business Review Nov2009, 87(11), 94-99 (R0911H)

What Service Customers Really Want Dougherty, Dave; Murthy, Ajay Harvard Business Review Sep2009, 87(9), 22-22 (F0909C)

Investing in the IT that makes a competitive difference Andrew, McAfee, Erik Brynjolfsson

Harvard Business Review Sep2008, 98-107 (R0807J)

Putting the Service-Profit Chain to Work Heskett, James L.; Jones, Thomas O.; Loveman,

Gary W.; Sasser, Jr., W Earl; Schlesinger, Leonard A Harvard Business Review Jul-Aug2008, 86(7/8), 118-129 (R0807L)

How to Sell Services more Profitably Reinartz, Werner; Ulaga, Wolfgang Harvard Business

Review May2008, 86(5), 90-96 (R0805F)

The Four Things a Service Business Must Get Right Frei, Frances X Harvard Business

Review Apr2008, 86(4), 70-80 (R0804D)

Breaking The Trade-off Between Efficiency and Service Frei, Frances X Harvard Business

Review Nov2006, 84(11), 92-101 (R0611E)

Four Strategies for the Age of Smart Services Allmendinger, Glen; Lombreglia, Ralph

Harvard Business Review Oct2005, 83(10), 131-145 (R0510J)

The Surprising Economics of a “People Business” Felix Barber and Rainer Strack Harvard

Business Review Jun2005 1-10 (R0506D)

Will You Survive the Services Revolution? Karmarkar, Uday Harvard Business Review

Jun2004, 82(6), 100-107 (R0406G)

The Lean Service Machine Swank, Cynthia Karen Harvard Business Review Oct2003,

81(10), 123-129 (R0310J)

R&D Comes to Services Thomke, Stefan Harvard Business Review Apr2003, 81(4), 70-79

(R0304E)

Want to Perfect Your Company's Service? Use Behavioral Science Chase, Richard B.; Dasu,

Sriram Harvard Business Review Jun2001, 79(6), 78-84 (R0106D)

Exploding the Self-Service Myth Moon, Youngme; Frei, Frances X Harvard Business Review

May-Jun2000, 78(3), 26-27 (F00304)

Managing Our Way To Higher Service-Sector Productivity van Biema, Michael; Greenwald,

Bruce Harvard Business Review Jul-Aug1997, 75(4), 87-95 (97410)

Learning from Customer Defections Frederick F Reichheld Harvard Business Review

Mar-Apr1996, 57-69*

Making the Most of the Best Quinn, Anderson, Findelstein Harvard Business Review

Mar-Apr1996, 71-88* (96209)

Exploiting the Virtual Value Chain Rayport and Sviokla Harvard Business Review

Nov-Dec1995, 75-85* (95610)

Why Satisfied Customers Defect Thomas O Jones and W Earl Sasser, Jr Harvard Business

Review Nov-Dec1995, 89-99* (95606)

Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall

Prokesch, Steven E Harvard Business Review Nov-Dec1995, 73(6), 100-112

Control in an Age of Empowerment Robert Simons Harvard Business Review Mar-Apr1995,

80-88* (95211)

Putting the Service-Profit Chain to Work Heskett, Jones, Loveman, Sasser, Schlesinger, Harvard Business Review Mar-Apr1994, 164-174* (94204)

How Does Service Drive the Service Company? Quinlan, Michael R.; Zemke, Ron; Snider,

Jim; Nemeroff, Dinah; Reinemund, Steven S.; Ayling, Robert; Singh, Karmjit; Perkins, James A.; Antonini, Joseph E.; Loeb, Walter F Harvard Business Review Nov-Dec91, 69(6),

146-158

The Service-Driven Service Company Leonard A Schlesinger and James L Heskett Harvard

Business Review Sep-Oct1991, 71-81* (91511)

Service Comes First: An Interview with USAA's Robert F McDermott Teal, Thomas Harvard

Business Review Sep-Oct91, 69(5), 116-126 (91508)

Zero Defections: Quality Comes to Service Frederick F Reichheld and W Earl Sasser, Jr.,

Harvard Business Review Sep-Oct1990, 105-111* (90508)

The Profitable Art of Service Recovery Christopher Hart, James Heskett, W Earl Sasser, Harvard Business Review July-Aug1990, 148-156* (90407)

Beyond Products: Services-Based Strategy Quinn, James Brian; Doorley, Thomas L.;

Paquette, Penny C Harvard Business Review Mar-Apr90, 68(2), 58-67 (90212)

The Power of Unconditional Service Guarantees Christopher Hart Harvard Business Review

Jul-Aug1988, 54-62* (88405)

Lessons in the Service Sector James L Heskett Harvard Business Review Mar-Apr1987,

118-129* (HBR 87206)

(Case Studies)

SGSB 2009 IB-79 Tata consultancy services: globalization of IT services

HBS 2009 9-709-495 Twitter

HBS 2009 9-808-128 Facebook's Platforms

HBS 2008 9-709-426 LinkedIn Corp, 2008

HBS 2008 9-708-480 Apple Inc., 2008

HBS 2008 9-809-029 Hilton Hotels: Brand Differentiation through CRM

ISB 2008 907D01 SCM at Wal-Mart

DMI 2008 DMI021 Design Strategy at Samsung Electronics: Becoming a Top-Tier Company HBS 2008 N9-408-077 Weber Shandwick: The Client Relationship Leader Program

ACRC 2009 HKU814 Nintendo’s disruptive strategy: implications for the video game industry

3 SCHEDULE OF CLASSES (tentative)

1-2 Introduction

Opening Syllabus Introduction

(Mini-)Case 1.1: Village Volvo (Mini-)Case 1.2: Xpresso Lube

Group formed Group exercise allocated

2 Introduction to Problem Solving Framework

Argumentation (Critical) Systems Thinking Case Method (teaching vs research)

Reading #1 assigned Group project started

3 The Service Economy

The Nature of Services

Role of Services Nature of Services Service Science (Service Science, Management,

Enginerring and Design - SSMED)

Chap 1 (textbook) Case discussion

MC2.1 MC2.2

4-5 Service Strategy & Service Systems

Competing through services

Value based Service Service Orientation

Chap 2 Reading #2 assigned Case discussion

MC3.1 MC3.2

Service Strategy Service System Service Oriented Architecture Service Oriented Management

System as a Service Business Model Work System

6-7 Service Design

New Service Development Technology in Services

Service Catalog Service Modelling Service Delivery Service System Implementation

Chap 3 Case discussion

MC4.1 MC4.2 Group project proposal due

8-9 Service Encounter

Service Value Chain Service Organization – Contact Personnel – Customer

Customer Service Orientation

Chap 4 Reading #3 assigned Case discussion

MC9.1 MC9.2

Basic Processes in Service Context Customer & Service Providers’ Attitudes & Behaviors

Supply Chain Management Service Supply Relationships

Chap 9 Case discussion

MC6.1 MC6.2

Human Services Management of Process Exellence Business Process Management

12 Service Quality

Measuring service quality

Quality tools Continuous improvements

Chap 6 Reading #4 assigned Case discussion

MC7.1 MC7.2 Other mini-cases Group exercise due

13 Service Innovation

Technological Innovation Strategy and Innovation New Process and Information Technology

Public Policy Knowledge Management Process Knowledge Service Organization Managing Information Services

Case discussion Group project due

Final Test

4 EVALUATION OF PERFORMANCE

Individual case discussion

Assigned 2 mini-cases (textbook)

10X2 = 20%

Group exercise (assigned business cases)

Business case write-ups/

Case analysis and answer of case questions

25%

Group project: (a) (with presentation)

Inquiry report,

Development of real life cases, or

Proposal of new service design

35%

(b) Research paper /Critical essay (compare and contrast essay)

Final test

Case analysis and answer of case questions

True/False questions Multiple choice questions

20%

5-10%

Individual case discussion

1) Class discussion

2) Submitting case answers at least 24 hours before class start

Group exercises = Business Case Write-Ups (A list of over 50 wide ranging service business cases is available) (team of 1 to 7 students)

1) Case summary

2) Motivation behind the case

3) Organizational background and problems

4) How to resolve the problems, why and final solutions

Integration of the course concepts Some critiques of the paper (contrast, comparison, ) Lessons learned

Challenges and your concerns in the problem-solving

5) Your conclusions

6) Annex: Answering case questions if any

Group Project (team of 1 to 7 students)

Option 1: Inquiry Report (e.g a HBR paper)

1) Identification of area of concerns (or research problem(s)/question(s))

2) Framework of Ideas/ Theoretical lens if any

3) Evidence/ Data (primary/ secondary) and Methodology if any

4) Findings

5) Implications/Conclusions

6) Annex: Including the points of Business Case Write-Ups if applicable

Option 2: (Real-life) Service mini-case development

1) Motivation behind the case

2) Company background and organizational problems/contexts

3) Identification of service topics (e.g service process improvement, service quality assurance, new service development, customer relationship management, )

4) Elaboration of the service concept, development of a basic service package and an

augmented service offering

Integration of the course concepts

5) Positioning of service in order to resolve the organizational problems, why and final

solutions

Challenges and your concerns in the case situation

6) Lessons learned and conclusions

Option 3: New service design

1) Identification of business situations and concerns

2) Describe and develop the basic and augmented service package (framework of ideas, the nature of service and relevant elements: process, technology, innovation,

implementation, delivery, )

3) Address the target market (competition, customer, returns…)

4) Articulate the alternatives and justifications if any

5) Lessons learned and conclusions

Research Paper = Critical Essay (compare and contrast essay)

Choose your topic from the relevant literature

The student is expected to write, either alone or in a group of students, a theoretical or empirical paper The overall paper includes (1) research topic, (2) literature review, (3) research question, (4) research hypotheses/propositions and relevant evidence or logic ; and (4) writing-up the findings

Primarily your essay will be assessed on the quality of discussions which you develop based on your critical thoughts on the chosen topic Importantly your critical thoughts are a product of your conscientious and critical reading of the literature you locate

5 ACADEMIC INTEGRITY AND POLICIES

The course will be student centered with the instructor serving as a coach and facilitator

Professional ethics and personal integrity

Individual work = your own work alone

No plagiarism! Proper citations – Limited quotations – Rephase any sources

Penalized at 10% of the grade for everday (and portion) of the delay

6 CONTACT

Emailing us with “[SM 2014]” as the first part of the subject of your messages

tuan_nguyen_manh@yahoo.com

btuuyen@hcmut.edu.vn