Objectives

The main goal of this course is to stimulate the reflection and to improve the understanding of the service field, with its specific management techniques, concepts and diverse operational strategies.

There will be a particular focus on the design of effective service delivery systems, the concepts of productivity and quality management, and the impact of technology in creating new business models such as Airbnb, Uber, Lyft, Expedia, etc.

This course is designed for students interested in business consulting, future entrepreneurs, or those who wish to embark on a management career that will involve in-depth analysis of the service process and its design.

Contents

The course provides guidance on how to design, develop, and implement service management as a corporate strategic asset. The conceptual framework of the course is at the crossroads of concepts and theories stemming from strategy, marketing, innovation, entrepreneurship, and operations management.

It builds upon cutting-edge examples from a broad range of sectors in the global service business, including hospitality, restaurants, financial services, retail, and tourism.

Students will learn:

• How to design a sustainable competitive advantage in services,
• How to apply service models that enable clients, employees, and investors to achieve their objectives,
• How to strengthen and benchmark the "state of the art" of service management,
• How to manage the service encounter to achieve internal and external customer satisfaction,
• How to optimize strategy to enhance the company positioning in the market,
• How to adapt to evolving customer needs and changing competitive landscape,
• How to build a culture of service excellence,
• How to stem creativity and innovation in service organizations.

References

Fitzsimmons/Fitzsimmons, Service Management: Operations, Strategy, and Information Technology, Boston, MA: Irwin McGraw-Hill, 2001, 3rd edition.

Evaluation

First attempt

Exam:

Without exam (cf. terms)  

Evaluation:

- Few occasional presentations by group on a topic featured in the course; maximum 10 min and 5 min Q&A: 40% (to earn this percentage your attendance is mandatory)

- Multiple-choice questionnaire (MCQ) and applications; test will be announced one week in advance; 10-15 questions, more than one answer may be correct: 20%

- Presentation by group (and by each group member) of a service company and its service operations strategy; evaluation organized during the last two sessions of the course; maximum 20 min followed by minimum 5 min Q&A: 40% (to earn this percentage your attendance is mandatory)

(See on Moodle the “Evaluation criteria” applied for the group presentations)

- Individual contribution / lack of any contribution in class or group presentations: bonus 20% - 0%

Retake

Exam:

Oral 25 minutes

Documentation:

Not allowed

Calculator:

Not allowed

Evaluation:

- Individual presentation of a service company and its service operations strategy; evaluation organized during the re-take exam session; maximum 20 min followed by minimum 5 min Q&A: 40%

(See on Moodle the ""Evaluation criteria")

- The student's grade for multiple-choice questionnaire and applications test will be credited toward the final grade: 20%

- The student's grade for occasional group presentations on course topics will be credited toward the final grade: 40%