- Docente: Giuseppe Cappiello
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Moduli: Giuseppe Cappiello (Modulo 1) Hermann Graziano (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Rimini
- Corso: First cycle degree programme (L) in Economics of Tourism (cod. 8847)
Course contents
- Introduction to services
- The Gaps Model of service quality
- Customer expectations of service
- Customer perceptions of service
- Using customer research to understant customer expectation
- Building customer relationship
- Service recovery
- Service innovation and design
- Customer-defined service standard
- The serviscape
- Employee's roles in service
- Customer's roles in service
- Managing demand and capacity
- Pricing of services
- The financial and economic impact of service
Readings/Bibliography
Zeithaml, Bitner, Gremler, Bonetti - Marketing dei servizi, McGraw-Hill, 2012
or English version
Zethaml, Bitner & Gremler - Services marketing, McGraw-Hill, 2018
Teaching methods
Classroom lectures and case discussion
Assessment methods
Writter exam with 1 open and 6 multiple choice questions.
Office hours
See the website of Giuseppe Cappiello
See the website of Hermann Graziano
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.