Tài liệu quản trị dịch vụ introduction to service management

Tài liệu quản trị dịch vụ introduction to service management

Instructor: Nguyen Manh Tuan Spring 2014 Quản trị Dịch vụ INTRODUCTION TO SERVICE MANAGEMENT LEARNING OBJECTIVES Upon successful completion of this course, students should be able to: Develop a service oriented thinking and service mindset (SERVICE THINKING) Describe and discuss the notions and perspectives of service businesses, the management principles and organizational aspects guide service businesses Articulate the key components of a service system, and how a service system requires the integration of people, business processes and technologies ( DESIGN THINKING) Gain an appreciation of ICT based opportunities for service business Become knowledgeable participants and actors in service decisions and management Understand and employ systems thinking in dealing with the service related phenomena Gain problem solving skills through business case analysis ( SYSTEMS THINKING) Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 COURSE MATERIALS The course employs (i) textbooks, (ii) business case studies, and (iii) research papers Students should read the lecture materials and/or articles and cases assigned before the class in which they will be discussed The business cases and the research papers will be assigned during the semester Textbooks Fitzsimmons, J A., Fitzsimmons, M.J & Bordoloi S.K (2014) Service Management: Operations, Strategy, and Information Technology, 8th Ed., Irwin/McGraw-Hill Teboul, J (2006) Service is Front Stage: Positioning Services for Value Advantage Palgrave MacMillan Books (recommended) Ellet, W (2007) The Case Study Handbook Harvard Business School Press Chesbrough, H (2011) Open Service Innovation Jossey-Bass Woodside, M & McClam, T (2009) An Introduction to Human Services Thomson Brooks/Cole Yagil, D (2008) The Service Providers Palgrave Macmillan Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 Nankervis, A (2005) Managing Services Cambridge University Press (Asia–Pacific and Australasian regions) Edvardsson, B & Enquist, B (2009) Values-based Service for Sustainable Business - Lessons from IKEA Routledge Allen, P (2006) Service Orientation - Winning Strategies and Best Practices Cambridge University Press Raisanen, V (2006) Service Modeling: Principles and Applications John Wiley & Sons Alter, S (2006) The Work System Method: Connecting People, Processes, and IT for Business Results Work Systems Press 10 Liautaud, B (2000) e-Business Intelligence: Turning Information into Knowledge into Profit McGraw-Hill 11 Amartya Kumar Sen (2000) Development as Freedom Anchor Books 12 Songok Han Thornton and William H Thornton (2008) Development without Freedom Ashgate Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 Research papers: The reading will be selected from the following list This list is not all inclusive and other articles or cases may be assigned Vargo, S.L & Lusch, R.F (2008) Service-Dominant Logic: Continuing the Evolution Journal of the Academy of Marketing Science, 36(1), 1-10 Alter, S (2008) Service system fundamentals: Work system, value chain, and life cycle IBM Systems Journal, 47(1), 71-85 Kwan, S.K & Min, J.H (2008) An Evolutionary Framework of Service Systems International Conference on Service Science, Beijing, China, April 17-18 Vargo, S.L., Sampson, S.E & Froehle, C.M (2006) Foundations and implications of a proposed unified services theory Production and Operations Management, 15, 329-343 Lusch, R.F (2004) The Four Service Marketing Mysths: Remnants of a goods-Based, Manufacturing Model Journal of Service Research, (4), 324-335 Vargo, S.L & Lusch, R.F (2004) Evolving to a New Dominant Logic for Marketing Journal of Marketing, 68(1), 1-17 Parasuraman, A., Zeithmal V.A., & Malhotra A (2005) E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality Journal of Service Research, 7(3), 213-233 Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 Bitner, M.J (1990) Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses Journal of Marketing, 54(2), 69-82 Smith, A.K, Bolton, R.N, & Wagner, J (1999) A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery Journal of Marketing Research 36, 356–372 McAfee, A.P (2006) Enterprise 2.0: The Dawn of Emergent Collaboration Sloan Management Review, 47(3) 21-28 Kohli, R (2007) Innovating to Create IT-Based New Business Opportunities at United Parcel Service MIS Quarterly Executive Harris, P (2009) Help Wanted: “T-Shaped” Skills to Meet 21st Century Needs T+D, 63(9), 42-47 Weill, P & Ross, J (2005) A Matrixed Approach to Designing IT Governance MIT Sloan Management Review, 46(2), 25-34 (Harvard Business Review papers) A Practical Guide to Combining Products + Services Shankar, Venkatesh; Berry, Leonard L.; Dotzel, Thomas Harvard Business Review Nov2009, 87(11), 94-99 (R0911H) What Service Customers Really Want Dougherty, Dave; Murthy, Ajay Harvard Business Review Sep2009, 87(9), 22-22 (F0909C) Investing in the IT that makes a competitive difference Andrew, McAfee, Erik Brynjolfsson Harvard Business Review Sep2008, 98-107 (R0807J) Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 Putting the Service-Profit Chain to Work Heskett, James L.; Jones, Thomas O.; Loveman, Gary W.; Sasser, Jr., W Earl; Schlesinger, Leonard A Harvard Business Review JulAug2008, 86(7/8), 118-129 (R0807L) How to Sell Services more Profitably Reinartz, Werner; Ulaga, Wolfgang Harvard Business Review May2008, 86(5), 90-96 (R0805F) The Four Things a Service Business Must Get Right Frei, Frances X Harvard Business Review Apr2008, 86(4), 70-80 (R0804D) Breaking The Trade-off Between Efficiency and Service Frei, Frances X Harvard Business Review Nov2006, 84(11), 92-101 (R0611E) Four Strategies for the Age of Smart Services Allmendinger, Glen; Lombreglia, Ralph Harvard Business Review Oct2005, 83(10), 131-145 (R0510J) The Surprising Economics of a “People Business” Felix Barber and Rainer Strack Harvard Business Review Jun2005 1-10 (R0506D) Will You Survive the Services Revolution? Karmarkar, Uday Harvard Business Review Jun2004, 82(6), 100-107 (R0406G) The Lean Service Machine Swank, Cynthia Karen Harvard Business Review Oct2003, 81(10), 123-129 (R0310J) R&D Comes to Services Thomke, Stefan Harvard Business Review Apr2003, 81(4), 70-79 (R0304E) Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 Want to Perfect Your Company's Service? Use Behavioral Science Chase, Richard B.; Dasu, Sriram Harvard Business Review Jun2001, 79(6), 78-84 (R0106D) Exploding the Self-Service Myth Moon, Youngme; Frei, Frances X Harvard Business Review May-Jun2000, 78(3), 26-27 (F00304) Managing Our Way To Higher Service-Sector Productivity van Biema, Michael; Greenwald, Bruce Harvard Business Review Jul-Aug1997, 75(4), 87-95 (97410) Learning from Customer Defections Frederick F Reichheld Harvard Business Review MarApr1996, 57-69* Making the Most of the Best Quinn, Anderson, Findelstein Harvard Business Review MarApr1996, 71-88* (96209) Exploiting the Virtual Value Chain Rayport and Sviokla Harvard Business Review NovDec1995, 75-85* (95610) Why Satisfied Customers Defect Thomas O Jones and W Earl Sasser, Jr Harvard Business Review Nov-Dec1995, 89-99* (95606) Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall Prokesch, Steven E Harvard Business Review Nov-Dec1995, 73(6), 100-112 Control in an Age of Empowerment Robert Simons Harvard Business Review Mar-Apr1995, 80-88* (95211) Putting the Service-Profit Chain to Work Heskett, Jones, Loveman, Sasser, Schlesinger, Harvard Business Review Mar-Apr1994, 164-174* (94204) Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 How Does Service Drive the Service Company? Quinlan, Michael R.; Zemke, Ron; Snider, Jim; Nemeroff, Dinah; Reinemund, Steven S.; Ayling, Robert; Singh, Karmjit; Perkins, James A.; Antonini, Joseph E.; Loeb, Walter F Harvard Business Review Nov-Dec91, 69(6), 146158 The Service-Driven Service Company Leonard A Schlesinger and James L Heskett Harvard Business Review Sep-Oct1991, 71-81* (91511) Service Comes First: An Interview with USAA's Robert F McDermott Teal, Thomas Harvard Business Review Sep-Oct91, 69(5), 116-126 (91508) Zero Defections: Quality Comes to Service Frederick F Reichheld and W Earl Sasser, Jr., Harvard Business Review Sep-Oct1990, 105-111* (90508) The Profitable Art of Service Recovery Christopher Hart, James Heskett, W Earl Sasser, Harvard Business Review July-Aug1990, 148-156* (90407) Beyond Products: Services-Based Strategy Quinn, James Brian; Doorley, Thomas L.; Paquette, Penny C Harvard Business Review Mar-Apr90, 68(2), 58-67 (90212) The Power of Unconditional Service Guarantees Christopher Hart Harvard Business Review Jul-Aug1988, 54-62* (88405) Lessons in the Service Sector James L Heskett Harvard Business Review Mar-Apr1987, 118129* (HBR 87206) Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page of 18 (Case Studies) SGSB 2009 IB-79 Tata consultancy services: globalization of IT services HBS 2009 9-709-495 Twitter HBS 2009 9-808-128 Facebook's Platforms HBS 2008 9-709-426 LinkedIn Corp, 2008 HBS 2008 9-708-480 Apple Inc., 2008 HBS 2008 9-809-029 Hilton Hotels: Brand Differentiation through CRM ISB 2008 907D01 SCM at Wal-Mart DMI 2008 DMI021 Design Strategy at Samsung Electronics: Becoming a Top-Tier Company HBS 2008 N9-408-077 Weber Shandwick: The Client Relationship Leader Program ACRC 2009 HKU814 Nintendo’s disruptive strategy: implications for the video game industry Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 10 of 18 SCHEDULE OF CLASSES (tentative) Session Lecture 1-2 Introduction Opening Syllabus Introduction Introduction to Problem Solving Framework Argumentation (Critical) Systems Thinking Case Method (teaching vs research) The Service Economy The Nature of Services Role of Services Nature of Services Service Science (Service Science, Management, Enginerring and Design - SSMED) 4-5 Service Strategy & Service Systems Competing through services Value based Service Service Orientation Notes (Mini-)Case 1.1: Village Volvo (Mini-)Case 1.2: Xpresso Lube Group formed Group exercise allocated Reading #1 assigned Group project started Chap (textbook) Case discussion MC2.1 MC2.2 Chap Reading #2 assigned Case discussion MC3.1 MC3.2 Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 11 of 18 Service Strategy Service System Service Oriented Architecture Service Oriented Management System as a Service Business Model Work System 6-7 Service Design New Service Development Technology in Services Service Catalog Service Modelling Service Delivery Service System Implementation 8-9 Service Encounter Service Value Chain Service Organization – Contact Personnel – Customer Customer Service Orientation 10-11 Service Supply Relationships Basic Processes in Service Context Customer & Service Providers’ Attitudes & Behaviors Supply Chain Management Service Supply Relationships Chap Case discussion MC4.1 MC4.2 Group project proposal due Chap Reading #3 assigned Case discussion MC9.1 MC9.2 Chap Case discussion MC6.1 MC6.2 Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 12 of 18 Human Services Management of Process Exellence Business Process Management 12 Service Quality Measuring service quality Quality tools Continuous improvements 13 Service Innovation Technological Innovation Strategy and Innovation New Process and Information Technology Public Policy Knowledge Management Process Knowledge Service Organization Managing Information Services 14-15 Group Report Final Test Chap Reading #4 assigned Case discussion MC7.1 MC7.2 Other mini-cases Group exercise due Case discussion Group project due Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 13 of 18 EVALUATION OF PERFORMANCE Individual case discussion Assigned mini-cases (textbook) Group exercise (assigned business cases) 10X2 = 20% 25% Business case write-ups/ Case analysis and answer of case questions Group project: (a) (with presentation) Inquiry report, Development of real life cases, or Proposal of new service design 35% (b) Research paper /Critical essay (compare and contrast essay) Final test 20% Case analysis and answer of case questions True/False questions Multiple choice questions In-term test (tentative) Bonus 510% Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 14 of 18 Individual case discussion 1) Class discussion 2) Submitting case answers at least 24 hours before class start Group exercises = Business Case Write-Ups (A list of over 50 wide ranging service business cases is available) (team of to students) 1) Case summary 2) Motivation behind the case 3) Organizational background and problems 4) How to resolve the problems, why and final solutions Integration of the course concepts Some critiques of the paper (contrast, comparison, ) Lessons learned Challenges and your concerns in the problem-solving 5) Your conclusions 6) Annex: Answering case questions if any Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Group Project (team of to students) Option 1: Inquiry Report (e.g a HBR paper) 1) Identification of area of concerns (or research problem(s)/question(s)) 2) Framework of Ideas/ Theoretical lens if any 3) Evidence/ Data (primary/ secondary) and Methodology if any 4) Findings 5) Implications/Conclusions 6) Annex: Including the points of Business Case Write-Ups if applicable Page 15 of 18 Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 16 of 18 Option 2: (Real-life) Service mini-case development 1) Motivation behind the case 2) Company background and organizational problems/contexts 3) Identification of service topics (e.g service process improvement, service quality assurance, new service development, customer relationship management, ) 4) Elaboration of the service concept, development of a basic service package and an augmented service offering Integration of the course concepts 5) Positioning of service in order to resolve the organizational problems, why and final solutions Challenges and your concerns in the case situation 6) Lessons learned and conclusions Option 3: New service design 1) Identification of business situations and concerns 2) Describe and develop the basic and augmented service package (framework of ideas, the nature of service and relevant elements: process, technology, innovation, implementation, delivery, ) 3) Address the target market (competition, customer, returns…) Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 17 of 18 4) Articulate the alternatives and justifications if any 5) Lessons learned and conclusions Research Paper = Critical Essay (compare and contrast essay) Choose your topic from the relevant literature The student is expected to write, either alone or in a group of students, a theoretical or empirical paper The overall paper includes (1) research topic, (2) literature review, (3) research question, (4) research hypotheses/propositions and relevant evidence or logic ; and (4) writing-up the findings Primarily your essay will be assessed on the quality of discussions which you develop based on your critical thoughts on the chosen topic Importantly your critical thoughts are a product of your conscientious and critical reading of the literature you locate Instructor: Nguyen Manh Tuan sm schedule Feb 2014 V2ing 2014 Page 18 of 18 ACADEMIC INTEGRITY AND POLICIES The course will be student centered with the instructor serving as a coach and facilitator Professional ethics and personal integrity Individual work = your own work alone No plagiarism! Proper citations – Limited quotations – Rephase any sources Penalized at 10% of the grade for everday (and portion) of the delay CONTACT By appointment Emailing us with “[SM 2014]” as the first part of the subject of your messages tuan_nguyen_manh@yahoo.com btuuyen@hcmut.edu.vn ... 6-7 Service Design New Service Development Technology in Services Service Catalog Service Modelling Service Delivery Service System Implementation 8-9 Service Encounter Service Value Chain Service. .. research) The Service Economy The Nature of Services Role of Services Nature of Services Service Science (Service Science, Management, Enginerring and Design - SSMED) 4-5 Service Strategy & Service. .. – Customer Customer Service Orientation 10-11 Service Supply Relationships Basic Processes in Service Context Customer & Service Providers’ Attitudes & Behaviors Supply Chain Management Service