Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 1 of 10
OGLALA LAKOTA COLLEGE
Course Syllabus
Spring 2009
Name of Course:
Service Industry Environment Issues
Course Number:
CS 123
Department:
Applied Science & Technology
Credit Hours:
Three ( 3 )
Location, Day & Time:
Pine Ridge College Center
Tuesdays, 1pm – 4 pm
Office Hours:
Fridays @ Piya Wiconi, 8:30 am – 5:00 pm
Phone Numbers:
Wk 605-455-6080, Hm 605-867-5790
Instructor:
Paul T. Cedarface – pcedarface@olc.edu
Course Description:
Students will study all aspects of activities, responsibilities, accountabilities, and
relationships involved internally and externally in the entrepreneurial/customer service
areas. The student will learn that the service industry is very competitive and requires the
superior customer image if an enterprise is to be successful and how an employee
becomes that image.
Prerequisites:
None
Required Text and Course Materials:
 Service Management; Operations, Strategy, Information Technology James A &
Mona J Fitzsimmons – Sixth Edition, McGraw-Hill Irwin © 2008
 Handouts when applicable
Lakota Perspective:
Conducting this course based upon the values of mutual respect and generosity, seeking
to advance each individual’s knowledge through their continuing hard work (fortitude)
and willingness to learn new information and viewpoints, as well as to demonstrate it, by
speaking in front of a group (bravery), all undertaken in an environment of complete trust
and integrity (truthfulness).
1
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 2 of 10
Learning Outcomes:
 Students will define and identify service management key terms utilized in the
entrepreneurial and customer service work environment.

Students will communicate effectively and efficiently by using positive thinking
and listening skills in learning key business terms and definitions.

Students will understand and practice the following concepts;
a) An introduction to the broad overview of managing services for
competitive advantage and provides a focus for each management style.
b) The integration of technology, operations, and human behavior recognized
as central to effective service management.
c) The emphasis is placed on the need for continuous improvement in quality
and productivity in order to compete in a diverse economic environment.
d) The impact of rapidly changing technology and the global marketplace.
e) To gain a better perspective of how the various disciplines in service
management work together to achieve an effective and successful
organization.
f) The basic terminology and key functions of service management terms.

Students will discuss and demonstrate the six concepts with the main focus on the
Pine Ridge Indian Reservation.

Students will utilize the use of operations, strategies, and information technology
concepts to make a difference in the business environment and assist in economic
progression.

Students will employ the knowledge application to modify the present service
management system here on the reservation setting.
Course Evaluations:
During the course of this semester you will complete a course evaluation, which has been
prepared by the Oglala Lakota College (OLC) Assessment Department. This evaluation is
to measure the success of this course and other pertinent areas of assessment. Your true
evaluation is greatly appreciated and thank you in advance for your cooperation.
2
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 3 of 10
Evaluations and Markings:
A – Superior Quality Work:
 Demonstrate concept mastery on assignments by scoring 90% average or above.
 Submit completed assignments on time.
B – Satisfactory Work:
 Demonstrate concept mastery on assignments by scoring 80 – 89% average.
 Submit completed assignments on time.
C – Marginal Work:
 Demonstrate concept mastery on assignments by scoring 70 – 79% average.
 Submit completed assignments on time.
F – Unacceptable work:
 Demonstrate concept mastery below the acceptable mark of 70% on assignments.
 Submit less than 70% of assignments on time.
W – Withdrawal:
 A student may withdraw from a course by filling out a Drop Card to be recorded
by the registrar (at the student’s discretion).
 This form must be signed by the student and/or filled out by the
Counselor/Instructor for lack of attendance (OLC Attendance Policy).
Disclaimer:
Information contained in this syllabus was, to the best knowledge of the Instructor,
considered correct and complete when distributed for use at the beginning of the
semester. However, this syllabus should not be considered a contract between Oglala
Lakota College and any student. The Instructor reserves the right to make changes in
course content or instructional technique without prior notice or obligation.
3
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 4 of 10
Topical Content
Service Industry Environment Issues – Spring 2009
Weekly Assignments w/due dates
Part 1 – Understanding Services
Week 1
01-27-09
Instructor Welcome & Class Introductions – Presentation of Syllabus
In-class Review:
Chapter 1 “The role of services in an economy” and its objectives;
1. Identify traits that all service have in common.
2. Describe the central role of services in an economy.
3. State the Clark-Fisher hypothesis concerning the evolution of an economy.
4. Identify and differentiate the five stages of economic activity.
5. Describe the features of preindustrial, industrial, and postindustrial societies.
6. Describe the features of the new experience economy.
7. Contrast the push versus pull theories of innovation.
8. Identify the sources of service sector growth.
Homework Assignments:
Your homework will be an ongoing assignment to complete discussion questions from
your textbook. In addition you will define each chapter’s key terms.
 Define – page 15; all of the key terms, due the next class period.
 Discussion Questions – page 15; three questions, due the next class period.
Reading Assignment:
 Chapter 2 “The Nature of Services” for class 02-03-09
Week 2
02-03-09
In-class review; Chapter 2 “The Nature of Services” and its objectives;
1. Explain what is meant by a service-product bundle.
2. Identify and critique the five distinctive characteristics of a service operation
and explain the implications for managers.
3. Explain how services can be described as customers renting resources.
4. Describe a service using the five dimensions of the service package.
5. Use the service process matrix to classify a service.
6. Explain how a strategic classification of services can be helpful to managers.
7. Explain the role of a service manager from an open-systems view of service
operations.
In-class Case Studies:
 Xpresso Lube – Case 2.2
Homework Assignments:
 Define – page 31, all the key terms, due next class period.
 Discussion Questions – page 31, all six questions, due next class period.
4
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 5 of 10
Reading Assignment:
 Chapter 3 “Service Strategy” for 02-10-09.
Week 3
02-10-09
In-class Review Chapter 3 “Service Strategy” and its objectives;
1. Formulate a strategic service vision.
2. Critically discuss the competitive environment of services
3. Describe how a service competes using the three generic service strategies.
4. Explain what is meant by qualifiers, service winners, and service losers.
5. Discuss the competitive role of information in services.
6. Explain the concepts of the virtual value chain and its role in service
innovation.
7. Identify potential limits in the use of information as part of a competitive
strategy.
8. Categorize a service firm according to its stage of competitiveness.
In-class Case Studies:
 The Alamo Drafthouse – Case 3.2
Homework Assignment:
 Define – page 54; all of the key terms, due next class.
 Discussion Questions – page 55, all 5 questions, due next class.
Reading Assignment;
 Chapter 4 “New Service Development” for 02-17-09.
Part 2 – Designing the Service Enterprise
Week 4
02-17-09
In-class Review; Chapter 4 “New Service Development” and its objectives;
1. Describe the fundamental characteristics of service innovation.
2. Describe the four structural and four managerial elements of service design.
3. Describe the components of the customer value equation.
4. Explain and differentiate what is meant by the divergence and the complexity
of a service process.
5. Describe the sequence of stages and the enablers of the new service
development process.
6. Prepare a blueprint for a service operation.
7. Explain the difference between direct and indirect customer contact.
8. Compare and contrast the four approaches to service system design;
production-line, customer as coproducer, customer contact, and information
empowerment.
In-class Case Studies:
 100 Yen Sushi House – Case 4.1
5
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 6 of 10
Homework Assignments:
 Define – page 82; all of the key terms, due next class.
 Discussion Questions – page 83, all 5 questions, due next class.
Reading Assignment:
 Chapter 5 “Technology in Services” for 02-24-09.
Week 5
02-24-09
In-class Review; Chapter 5 “Technology in Services” and its objectives;
1. Describe the five roles of technology in the service encounter.
2. Give industry examples of the evolution of self-service from human contact,
to machine assisted, to electronic service.
3. Describe the eight uses of web sites.
4. Describe and differentiate the eight generic e-business models.
5. Explain what is meant by scalability and how it is relevant to e-commerce.
6. Describe the managerial issues associated with the adoption of new
technology.
In-class Case Studies:
 Amazon.com – Case 5.1
Homework Assignments:
 Define – page 101; all of the key terms, due next class.
 Discussion Questions – page 101; 5 questions, due next class.
Reading Assignment:
 Chapter 6 “Service Quality” for 03-03-09.
Week 6
03-03-09
In-class Review; Chapter 6 “Service Quality” and its objectives;
1. Describe and illustrate the five dimensions of service quality
2. Use the service quality gap model to diagnose quality problems.
3. Illustrate how poka-yoke methods are applied to quality design in services.
4. Construct a “house of quality” as part of a quality function deployment
project.
5. Construct a statistical process control chart for a service operation.
6. Describe the features of an unconditional service guarantee and its managerial
benefits.
7. Discuss the concept of service recovery.
8. Perform a walk-through audit (WtA).
9. Explain what service recovery is and why it’s important
In-class Case Studies:
 The Complaint Letter – Case 6.2
6
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 7 of 10
Homework Assignments:
 Define – page 132, all of the key terms, due next class.
 Discussion Questions – page 132, 5 questions, due next class.
Reading Assignment:
 Chapter 7 “Process Improvement” for 03-10-09.
Week 7
03-10-09
In-class Review; Chapter 7 “Process Improvement” and its objectives;
1. Use quality tools for process analysis and problem solving.
2. Describe and contrast corporate quality improvement programs.
3. Lead a team in a process improvement initiative.
4. Conduct a data envelopment analysis (DEA).
In-class Case Studies:
 Mid-Atlantic Bus Lines – Case 7.2
Homework Assignments:
 Define – page 160, all of the key terms, due next class.
 Discussion Questions – page 160, four questions, due next class.
Reading Assignment:
 Chapter 8 “The Service Encounter” for 03-24-09.
 Midterm Exam (review the chapters covered in class chapters 1 – 7) 03-17-09
Week 8
03-17-09
Midterm Exam – This exam will be in-class only – No Exceptions
Week 9
03-24-09
In-class Review; Chapter 8 “The Service Encounter” and its objectives;
1. Use the service encounter triad to describe a service firm’s delivery process.
2. Explain how the culture and level of employee empowerment is an
organization affect the service encounter.
3. Differentiate four organizational control systems for employee empowerment.
4. Describe the classification of customers into four groups based on their
attitudes and expectations.
5. Prepare abstract questions and write situational vignettes to screen service
recruits.
6. Describe how the creation of an ethical climate leads to job satisfaction and
service quality.
7. Discuss the role of scripts in customer coproduction.
8. Describe how the elements of the service profit chain lead to revenue growth
and profitability.
In-class Case Studies:
 Amy’s Ice Cream – Case 8.1
7
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 8 of 10
Homework Assignments:
 Define – all of the key terms, page 190, due next class.
 Critical Thinking Questions – five questions, page 190, due next class.
Reading Assignment:
 Chapter 9 “Supporting Facility and Process Flows” for 04-07-09.
Week 10
03-31-09
SPRING BREAK – No classes will be held this week….
Week 11
04-07-09
In-class Review; Chapter 9“Supporting Facility and Process Flows” and its objectives;
1. Describe the impact of the “servicescape” on the behavior of customers and
employees.
2. Identify and discuss the three environmental dimensions of servicescapes.
3. Identify the six critical design features of a service supporting staff.
4. Draw a process flow diagram and calculate performance metrics such as
throughput time and direct labor utilization.
5. Identify the bottleneck operation in a product layout, and regroup activities to
create new jobs that will increase the overall service capacity.
6. Use operations sequence analysis to determine the relative locations of
departments in a process layout that minimize total flow-distance.
7. Recommend facility design features to remove the anxiety of disorientation.
In-class Case Studies:
 Central Market – Case 9.4
Homework Assignments:
 Define – page 213 - 214, all of the key terms, due next class.
 Discussion Questions – page 214, five questions, due next class.
Reading Assignment:
 Chapter 10 “Service Facility Location” for 04-14-09
Week 11
04-14-09
In-class Review; Chapter 10 “Service Facility Location” and its objectives;
1. Explain the difference between competitive clustering and saturation
marketing.
2. Explain the impact of the internet on location decisions.
3. Describe how a geographic information system is used in service location
decisions.
4. Differentiate between a Euclidian and metropolitan metric approach to
measuring travel distance.
5. Locate a single facility using the cross-median approach.
6. Use the Huff retail location model to estimate revenue and market share for a
potential site.
7. Locate multiple facilities using the set covering model.
8
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 9 of 10
In-class Case Studies:
 Athol Furniture, Inc. – Case 10.2
Homework Assignments:
 Define – page 245; all of the key terms, due next class.
 Discussion Questions – page 246; five questions, due next class.
Reading Assignment:
 Chapter 11 “Managing Capacity and Demand” for 04-21-09.
Part 3 – Managing Service Operations
Week 12
04-21-09
In-class Review; Chapter 11 “Managing Capacity and Demand” and its objectives;
1. Describe the strategies for matching capacity and demand for services.
2. Determine the overbooking strategy for a service that minimizes expected
loss.
3. Use a linear programming model to prepare a weekly workshift schedule with
two consecutive days off for each employee.
4. Prepare a work schedule for part-time employees.
5. Explain what yield management is, when its use is appropriate, and how it can
be accomplishes using the critical fractile criterion.
In-class Case Studies:
 Sequoia Airlines – Case 11.4
Homework Assignments:
 Define – page 277, all of the key terms, due next class.
 Discussion Questions – page 277, 4 questions, due next class.
Reading Assignment:
 Chapter 12 “Managing Waiting Lines” for 04-28-09.
Week 13
04-28-09
In-class Review; Chapter 12“Managing Waiting Lines” and its objectives;
1. Describe the economics of waiting lines using examples.
2. Describe how queues form.
3. Apply Maister’s two “laws of service.”
4. Describe the psychology of waiting components, and suggest strategies to deal
with each.
5. Describe the four principles of waiting line management with examples.
6. Describe the essential features of a queuing system.
7. Describe the relationship between a negative exponential distribution of time
between arrivals and a Poisson distribution of arrival rates.
In-class Case Studies:
 Eye’ll Be Seeing You – Case 12.2
9
Service Industry Environment Issues Syllabus
Pine Ridge College Center
Paul T. Cedarface, Instructor
Page 10 of 10
Homework Assignments:
 Define – page 309, all of the key terms, due next class.
 Critical Thinking Questions – page 309, 5 questions, due next class.
Reading Assignment:
 Chapter 13 “Service Supply Relationships” for 05-05-09.
Week 14
05-05-09
In-class Review; Chapter 13 “Service Supply Relationships” and its objectives;
1. Contrast the supply chain for physical goods with service supply relationships.
2. Identify the sources of value in a service supply relationship.
3. Discuss the managerial implications of bidirectional relationships.
4. Identify the three factors that drive profitability for a professional service firm.
5. Classify business services based on the focus of the service and its importance
to the outsourcing organization.
6. Discuss the managerial considerations to be addressed in outsourcing services.
In-class Case Studies:
 Mortgage Service Game – Case 13.3
Homework Assignments:
 Define – page 331, all of the key terms, due next class.
 Discussion Questions – page 331, three questions, due next class.
 Prepare for a Final Exam of chapters covered – 05-12-09.
Week 15
05-12-09
Comprehensive Final Exam – Chapters 8 through 13
 Homework from week 14 will be due at this time.
 The Final Exam will be administered in class – No Exceptions.
~ GOOD LUCK IN THIS CLASS AND FUTURE ENDEAVORS ~
10