1、服务营销课程教学大纲（研究生2013秋）一、课程名称：服务营销ServiceMarketing二、课程编码：三、学时与学分：32/2四、先修课程：营销管理一、课程教学目标1 .正确理解服务的概念、服务营销管理的任务，掌握服务营销的基本原理和方法，初步具备解决服务管理问题的能力；2 .了解服务营销领域的理论新成果和实践新方法；3 .运用理论分析和解决服务管理中的实际问题。二、适用学科专业：企业管理类硕士研究生三、基本教学内容与学时安排（4*8=32）Chapter!Introductiontoservices:Mythsaboutservices 1.1 Whatareservices,Whys
2、ervicemarketing, 1.2 Differenceingoodsandserviceinmarketing, 1.3 Servicemarketingmix 1.4 GAPmodelsofservicequalityChapter2 Consumerbehaviourinservices2.1 Factorsinfluencingcustomerexpectationofservices2.2 Strategiesforinfluencingcustomerperception2.3 CaseStudy:DisneyinFranceChapter3 Customerdefineds
3、ervicestandards:Hard&Soff,standards3.1 Measurementsystemformarketdrivenserviceperformance3.2 Servicequalityasprofitstrategy3.3 RoleofservicequalityinoffensiveanddefensivemarketingChapter4 Customersroleinservicedelivery4.1 Strategiesforenhancing-Customerparticipation4.2 Deliverythroughintermediaries4
4、3 Intermediarycontrolstrategies4.4 Casestudy:IKEAinChinaChapter5 Employeeroleinservicedesigning5.1 Boundaryspanningroles5.2 Emotionallabor5.3 Sourceofconflict5.4 Quality-productivitytradeoffChapter6 Managingdemandandcapacity6.1 Understandingdemandpatterns6.2 Strategiesformatchingcapacityanddemand6.
5、3 WaitinglinestrategiesChapter?Managingservicequality1.1 Developingeffectivecustomerfeedbacksystem1.2 Serviceprocessredesignandsixsigma1.3 CRMstrategiesChapter8ServicedesignandInnovation8.1 Newservicedevelopment8.2 Serviceblueprinting8.3 ServiceInnovation8.4 CaseStudy:KFCinChina四、教材及参考书教材：1.DwayneGr
6、emler,MaryJoBitnerandValarieA.Zeithaml.ServicesMarketing(6thEdition)McGraw-HillZIrwin,20122.ChristopherHLovelockandJochenWirtz.ServiceMarketing,7thEdition,Prentice-Hall,2010参考书：1. ChristopherHLovelock,JochenWirtz,ServicesMarketing(7thEdition)PrenticeHall;7edition(January29,2010)2. K.DouglasHoffman,JohnE.GBateson,ServicesMarketing:Concepts,Strategies,&Cases,South-WesternCollegePub;4edition(August16,2010)3. ChristopherLovelock,JochenWirtz,HeanTatKeh,XiongwenLu,ServicesMarketinginAsia,SecondEdition,PrenticeHall;2ndedition(December15,2004)五、考核方式开卷考查+课堂参与
