MKT320- SMk (K45- BBUS12) 13rd Jan- 15th April 2022

ASSESSMENT ITEM DUE DATE VALUE (%)

1. Mid-term exam (individual) Session 10 15%

2. Group assignment TBA 15%
3. Class presentation 10%
4. Case study 10%
5. Final exam (individual) TBA 50%

SESSION PROGRAM SCHEDULE GROUP ACTIVITIES

W[1] Introduction to services
ZBG (2013) – Chapter 1

W[2] - Gap 1
- Gap 2
The Gaps model of service - Gap 3
quality & - Gap 4
Customer perceptions of service - Global Feature: An International
Retailer puts Customers in the Wish
ZBG (2013) – Chapter 2 Mode
Group 1,2, & 3

W[3] - Customer perceptions

- Customer satisfaction
- Service quality
- Service encounters
- Strategy Insight: Customer satisfaction
ZBG (2013) – Chapter 4 and the Bottom line
- Exhibit 4.1: One critical encounter
destroys a 30- year relationship.
- Tech Spotlight: Customers love Amazon
Group 4,5,&6
SESSION PROGRAM SCHEDULE GROUP ACTIVITIES
- Relationship marketing
- Relationship value of customers
W[4] - Customer profitability segments
- Relationship development strategies
- Relationship challenges
Building customer relationships
- Global feature: Developing loyal
ZBG (2013) Chapter 6 customers at Airbnb
- Strategy insight: “The customer is
always right”: Rethinking an old
tenet. (p.168)
Group 7,8,&9

W[5] GROUP 1: VIDEO CLIP PRESENTATION

All class members’ will discuss the
following:
Exhibit 7.1: The service recovery
paradox
Service recovery
Exhibit 7.2: The Internet spreads the
ZBG (2013) – Chapter 7
story of poor service recovery “United
Breaks Guitars”
Strategy Insight first: Eliciting
complaints and Reports of Service
Failure

W[6] Customer-defined service

standards ZBG (2013) – Chapter GROUP 2: VIDEO CLIP PRESENTATION
9

W[7] Physical evidence & the Case 1: Dr Beckett’s detal office (LPW) [All
servicescape groups]
ZBG (2013) – Chapter 10 GROUP 3: VIDEO CLIP PRESENTATION

W[8] Group’s project (Q&A)

Mid-term test

W[9] GROUP 4: VIDEO CLIP PRESENTATION

Employees’ roles in service
delivery
Case 2: Kiwi Experience (LPW) [All groups]
ZBG (2013) – Chapter 11
SESSION PROGRAM SCHEDULE GROUP ACTIVITIES
W[10] Customers’ roles in service GROUP 5: VIDEO CLIP PRESENTATION
delivery
ZBG (2013) – Chapter 12

W[11] Managing demand and capacity GROUP 6: VIDEO CLIP

PRESENTATION
ZBG (2013) – Chapter 13

W[12] Integrated service marketing GROUP 7: VIDEO CLIP

communications PRESENTATION

ZBG (2013) – Chapter 14

W[13] GROUP 8: VIDEO CLIP

Pricing of services PRESENTATION
ZBG (2013) – Chapter 15

W[14]
Group presentation Group project

W[15]
Group presentation Group project