1. 1 Quality and Service, 6 ECTS Universitàs degli studi di Napoli Federico II Facoltá di Economia PhD, University Lecturer Rita Höykinpuro University of Tampere, School of Management E-mail:ritva.hoykinpuro@uta.fi

2. 2 Universitás degli studi di Napoli Federico II Facoltá di Economia Academic year 2011-2012 May 2012 Code:Quality and Service (6 ECTS) Objectives: Students learn to understand the service logic and its implications for marketing and specifically the meaning of quality in the service context. Additionally, the students learn the theoretical frameworks of service and relationship quality, managing service quality, and developing and designing quality service Content:The course includes the basic studies and theories in the field of service quality. The focus of the course is on managing service quality as well as designing and developing quality service. Modes of study:Active participation in the lectures, group works, journal articles Teaching method: Lectures, group works, final exam Evaluation:30 % active participation 30 % group works 50 % final exam Time:3.5. – 28.5. 2012 The course is intensive

3. 3 A short history of service marketing and management The first pioneering studies on service marketing and management emerged in the 1970’s The 7 P Model was presented as an extension of 4 P Model (marketing mix) in 1980’s In 1990’s the focus on service research was heavily on service quality and on relationship marketing and management In 2000-2010 the focus on service research was on business networks, customer value and value (co-) creation, service dominant logic, customer profitability and customer assets management Nowadays (year 2012) service is studied and scientific articles related to service are published more than ever

4. 4 The Schools of Thought Nordic School of Thought –Grönroos, C. and Gummesson, E. American School of Thought –Parasuramann, A., Berry, L. and Zeithaml, V. French School of Thought –Eiglier, P. and Langeard, E. Nowadays there is a number of authors in the field of service research Well-known scientific conferences –AMA SERVSIG (in HANKEN Helsinki June 2012) –Naples Forum (in Capri every second year; next 2013) –La Londe des Maures conference on Service Management, (La Londe des Maures, May 2012) organized by the univeristy of Aix-en-Provence

5. 5 What is quality, what is service Please, write a few word and present yourself shortly.Then tell me why you are interested in this course and what are your expectations of this course. Please, tell me what you understand with the concepts quality and service.

6. 6 The topics of this course 1.Part one: Service Quality in the eyes of the customer Customers’ perception of the service Service quality models and service quality criteria Relationship quality Researching service quality –Questionnaires –Critical incidents –Narratives –Mystery customers Workshop I –Service stories 2.Part Two: Managing Service Quality Service failures, service recoveries and complaint management Service blueprinting Internal service processes, internal service quality and internal service recovery Branding service quality, promise making and promise keeping Workshop II –Cases Outcomes of service quality –Word of mouth –Customer switching behavior –Service profitabilityl Conclusions and wrap-up discussions (Minor changes concering the content of the course are possible)

7. 7 Attention! The lectures are interactive There are Journal articles for each topic It is highly recommended that students study the articles before the lecture in order to be insightful discussant during the lectures The articles for the first topics are the following: –Grönroos, C. (1984) Service quality model and its marketing implications, European Journal of Marketing, Vol. 18, Issue 4. –Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985) A conceptual model of service quality and its implications for future research, Journal of Marketing, vol. 49, fall, p.41-50. –Brady, M.K. & Cronin, J.J. Jr (2001) Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, Vol. 65, July, p. 34-49. The questions about the articles are the following: –What is functional quality (process quality) and technical quality (outcome quality) –Grönroos (1984) –What are the determinants of service quality according to Parasuramann et al. (1985) –What is the hierarchical Service Quality Model –Brady & Cronin (2001) –The service quality models in the articles were presented in years 1984-2001, are they still working today, if not why not? How would you model service quality in these present days?

8. 8 Orario delle lezioni Periodo IV (4.5.-28.5.) Lunedi ora 12-13.45 camere B2 Giovedi ora 12-13.45 camera B2 Venerdi ora 12-13.45 camera B2 In Total 11 times 2 hours

9. 9 Thank you for your attention Looking forward for the next lecture!