Department of Business Management

Faculty of Creative Design and Digital Business

August 2023

Course Outline

DB234504BBXXXXX
Service Management
[3 Semester Credit System / 3 SKS]
Odd Semester
Curriculum 2023

Course Coordinator:
Imam Baihaqi, S.T., M.Sc., PhD. [IUP Class]
E-mail: ibaihaqi@mb.its.ac.id | http://its.id/baihaqi

Lecturers:
Mushonnifun Faiz Sugihartanto, S.T., M.Sc. CPLM [IUP Class]
E-mail: mushonnifun@its.ac.id | Phone: +62 81 373 373 073

Dewie Saktia Ardiantono, S.T., M.T., CPLM. [A Class]

E-Mail: dewie@mb.its.ac.id | Phone: +62 856-4681-8464

Assistants:
A Ika Faiqotul Himma +62 858-0609-0694
IUP Rindu Maharani Jalil +62 821-9864-3410

Course Description
The course explores the dimensions of successful service firms. It prepares students for enlightened
management and suggests creative entrepreneurial opportunities. Outstanding service organizations
are managed differently than their "merely good" competitors. Actions are based on totally different
assumptions about the way success is achieved. The results show not only in terms of conventional
measures of performance but also in the enthusiasm of the employees and quality of customer
satisfaction. Beginning with the service encounter, service managers must blend marketing,
technology, people, and information to achieve a distinctive competitive advantage.

Moreover, the course will focus on service management from an integrated viewpoint with a focus
on customer satisfaction. The material will integrate operations, marketing, strategy, information
technology, and organizational issues. Finally, because the service sector is the fastest-growing
sector of the economy, this course is intended to help students discover entrepreneurial
opportunities.
Learning Objectives
1. To study "breakthrough" services in order to understand the operations of successful service
firms that can be benchmarks for future management practice.
2. To develop an understanding of the "state of the art" of service management thinking.
3. To develop an awareness of the opportunities that information technology can have for
enhancing service firms' competitiveness.
4. To appreciate the organizational significance of managing the service encounter to achieve
internal and external customer satisfaction.
5. Understand new service development from both a product and process perspective.
6. To gain an appreciation of the complexities associated with implementing change.
7. To understand the dimensions of service growth and expansion both domestically and
internationally.
8. To appreciate the entrepreneurial opportunities in services.

Course Literature
Bordoloi, S., Fitzsimmons, J.A. and Fitzsimmons, M.J. (2023) Service management: Operations,
strategy, information technology. 10th edn. New York, NY: McGraw-Hill Education.

Workload and Learning Approach

The workload of this course is 3 credit semester comprising 150 minutes per week of self-study, 150
minutes per week of lecture, and 150 minutes per week of structured study (tutorial). This course
applies the concept of Students Centered Learning in which students are required to be active in the
class and use all resources provided during the course. Students are expected to be well prepared
before showing up in the class. Students must also complete various assignments and homework,
including case studies and projects.

Evaluation
There are four main methods of student evaluation in this course:
Assessment Type Due-date Weight
Class Activity & Homework Throughout semester 10%
Group Assignment: Service Project Week 15 35%
Mid-Term Exam 20%
Final Exam 35%

Weekly Homework
Each student creates a mind-map of each topic: due weekly. Be as creative as possible in creating the
mind-map.

GROUP ASSIGNMENT: SERVICE PROJECT

Each team (comprising 4-5 students) will conduct a service project. Each group choose one of three
types of the service projects namely: (1) Walk-through-Audit; (2) Short service mini case and (3)
New Service Business. A project proposal is due for approval by week 6 with a first draft to be
reviewed by week 8. A presentation of the project will be made during the last week of classes. A
project report plus exhibits will be due on the last day of classes.

The Walk-through-Audit (WtA) Project involves the selection of a service in which you prepare an
audit questionnaire used by management to evaluate the service from the perspective of a customer
(an example museum WtA can be found in Chapter 6). A copy of the audit questionnaire, statistical
analysis of the responses, and analysis of the gaps between management's perceptions and
customer responses is expected in the report.

A short service case similar to those found at the end of the chapters in the text could prove
valuable for future class discussion. For example, Amy's Ice Cream found at the end of the Service
Encounter chapter was prepared by three former students. The case should be written with a focus
on a topic in the course syllabus. The case can illustrate a service concept such as organization
culture as in Amy's Ice Cream or present a quantitative problem such as facility location as in Athol
Furniture (chapter 8).

For students with an entrepreneurial bent an alternative to writing a short case could be the
preparation of a proposed design for a new service. Commuter Cleaning - a former student
conceived A New Venture Proposal, found on pages 83-84 in the text, as a new service. At a
minimum the proposed service design should address all the elements in the service concept,
include information on the target market, identify the competitive strategy, and include a financial
analysis of the economic viability.

PROJECT DESCRIPTIONS

Walk-Through-Audit
1. Select service firm and get permission of management
2. Prepare a first draft of the audit questionnaire
3. Conduct audit (survey customers and managers)
4. Analysis of perception gaps between customers and managers
5. Prepare recommendations and present to management

Service Mini-Case
1. Identify the service firm and get management permission
2. Prepare the first draft of the case focused on a service topic. Possible topics include: service
process reengineering, creative service encounters, fail-saving service delivery (poka-yoke
for customers and providers), increasing customer retention and loyalty, yield management
and revenue enhancement strategies, service failure recovery, new service development
process, unique information technology application to a service, and innovative Internet
services.
3. Present final case to management for approval

Proposed Design for a New Service

1. Identify the target market.
2. Address each element in the service concept.
3. Articulate a competitive strategy.
4. Prepare a financial pro forma statement.

Service Management Course Schedule 2023

Wee Topic Reading
k
1 Understanding the Service Ch 1
2 Service Strategy Ch 2
3 New Service Development Ch 3
4 Service Encounter Ch 4
 5 Facility and Process Flow Ch 5
6 Service Quality Ch 6
7 Service Improvement Ch 7
8 Customer Experience Journey
9 Service Supply Relationship Ch 9
10 Mid Term Exam
11 Managing Capacity and Demand Ch 11
12 Managing Waiting Line Ch 12
13 Case Study Discussion
14 Capacity Planning and Queuing Model Ch 13
15 Product Service System Guest Lecture by
Prof Benny Tjahjono
16 Exam

Academic honesty
Students are responsible for conducting themselves with honour and integrity in fulfilling course
requirements. College System officials may initiate penalties and/or disciplinary proceedings against
a student accused of scholastic dishonesty.

"Scholastic dishonesty" includes, but is not limited to, cheating on a test, plagiarism, and collusion.
"Cheating" on tests includes:

 Copying from another student's test paper.

 Working collaboratively on tests, which are supposed to be submitted individually.
 Using materials during a test that are not authorised by the person giving the test.
 Collaborating with another student during a test without authority.
 You are knowingly using, buying, selling, stealing, transporting, or soliciting in whole or in
part the contents of an un-administered test.
 Bribing another person to obtain a test that is to be administered.
 You are purchasing a test and submitting it.

"Plagiarism" means the appropriation of another's work and the unacknowledged incorporation of
that work in one's own written work offered for credit.

"Collusion" means the unauthorised collaboration with another person in preparing written work
offered for credit.

Finally,
All of us involved in the course are delighted to be working with you. We hope this will be a highly
relevant and valuable course for you! With this in mind, we would also be very interested to hear
your views on the course regarding its strengths, weaknesses, and areas for improvement. You are
welcome to contact us if you wish to discuss any issues.

Welcome!