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 2005 Course Outline

Date	Topic	Readings	Reading downloads	MS Power Point™
Mar 28	Introduction and overview	Wise and Baumgartner, Go Downstream	wise	Overheads
Mar 30	Expectations and Needs	Schneider and Bowen, 1999,  Customer delight and outrage Parasuraman, Berry and Zeithaml, 1991, Service Expectations	schneider parasuraman	Overheads
Apr 4	Service Encounters	Chase and Dasu, 2002, Want to perfect your service? Iacobucci, 2000, Creative Benchmarking ADDED: Rayport and Jaworski, Best Face Forward, Dec 2004	Chase and Dasu Iacobucci Rayport and Jaworski	Overheads
Apr 6	Understanding the customer experience	CD-Rom case: Building brand community—the Harley Davidson Posse Ride	.
Apr 11	ServiceScapes	Underhill, Envirosell Select any two articles to read Baker et al., 2003, JM, The Store Experience	Underhill Pdf--Baker	Overheads
Apr 13	Service Quality	Zeithaml, Berry and  Parasuraman, JM, 1996,  The Behavioral Consequences of Service Quality Ford et al., CMR 2001, Delivering Excellent Service	Pdf--Zeithaml Pdf--Ford	Notes for three classes: ClassMKS.ppt Overheads Net Jets
Apr 18	Measuring Service Quality	Berry and Parasuraman, 1997, Listening to the Customer Biolos, 2002, Six Sigma meets the service economy LIVE CASE: Fitch RPA	Pdf--Berry Pdf--Biolos
Apr 20	Applying service quality	Case: Shouldice Hospital	.	.
Apr 25	No Class	Project and diary preparation day	.	.
Apr 27	Customer coproduction	Ulwick, 2002, Turn Customer Input into Innovation Prahalad and Ramaswamy, HBR, 2000  Co-opting Customer Competence  Case: The Quality Improvement	Pdf--Ulwick Pdf--Prahalad Pdf--Quality Improvement Case discussion  .	SERVICE DIARIES DUE CUSTOMER CORRESPONDENCE DUE Overheads
May 2	Pricing Services	Gourville and Soman, 2002, Pricing and the psychology of consumption  Anderson and Narus, 1998, Understand what customers value Live Case: Jim O’ Brien, Ashland	Pdf--Gourville Pdf--Anderson&Narus	Overheads
May 4	Motivating Employees: Frontline	Hemp, 2002, My Week as a Room Service Waiter Mitchell, 2002, Selling the brand inside	.Pdf--Hemp Pdf--Mitchell	. Overheads
May 9	Motivating Employees: Professional Service	Kim and Mauborgne, 2003, Fair Process Manville and Ober, 2003, Beyond Empowerment Live Case: Jim Curphey, Porter, Wright	Pdf--Kim&Mauborgne Pdf--Manvile&Ober	Curphey.ppt Overheads
May 11	EXAMINATION	.	.	.
May 16	Service Failure and Recovery	Johnston and Mehra, 2002, Best Practice Complaint Management Live Case: Responses to customer letters	Pdf--Johnston	Overheads
May 18	Customer Relationships in the  Marketplace and the Marketspace	Bendapudi and Leone, November 2001, HBR How to lose your star performer without losing your customers, too Bitner, Ostrom, and Meuter, 2002, Implementing Successful self-service technologies Rigby, Reichheld and Schaeffer, 2002, The four perils of CRM	Pdf--Bendapudi Pdf--Bitner Pdf--Rigby	.Overheads
May 23	Non-profit Customer Relationships	Assessing YOUR value gap Speaker: Louis Straney	.Pdf—Bendapudi	.
May 25	Auditing the Service Culture	Berry and Bendapudi, 2003, Clueing in Customers Zeithaml et al, 2002, Customer Pyramid	Pdf--Zeithaml Pdf-Berry&Bendapudi	Overheads
May 30	Memorial Day	No Class	.	.
Jun 1	Project presentations and wrap-up of class	.	.	.