1. September 23 -- Building Advantage through Customer Service Required Reading: Michael Levy and Barton Weitz, “Customer Service,” Chapter 19 in Levy and Weitz, Retailing Management, 7th edition. New York: McGraw-Hill, 2009 (background) Yim, Chi Kin (Bennett); David K Tse;and Kimmy Wa Chan (2008), “Strengthening Customer Loyalty Through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services,” Journal of Marketing Research, 45(December), 741-756 Individual presentations: Hennig-Thurau, Thorsten; Markus Groth; Michael Paull; and Dwayne D Gremler (2006), “ Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships,”Journal of Marketing, 70(July), 58-73 Graham Matthew Meuler, May Jo Bitner, Amy Ostrom, and Stephen Brown, “Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies,” Journal of Marketing, 69(April 2005), 6183.Chenzi Kwortnik, Robert J; W. Michael Lynn; and William T, Ross (2009), “Buyer Monitoring: A Means to Insure Personalized Service,”Journal of Marketing Research, 46(October), 573-583 Kunyoung Additional readings Mahn Hee Yoon, Jai Hyun Seo, and Tae Seog Yoon, “Effects of Contact Employee Supports on Critical Responses and Customer Service Evaluation,” Journal of Services Marketing, 18, 2004, 395-412 Christian Homberg and Andreas Furst, “How Organization Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and Organic Approach,” Journal of Marketing, 69(July 2005), 95-114. Full Luo, Xueming and Christian Homburg (2007), “Neglected Outcomes of Customer Satisfaction,” Journal of Marketing, 71(April 2007), 133-149. Homburg, Christian, Jan Wieseke, Wayne D Hoyer (2009), “Social Profit Chain,” Journal of Marketing, 73(March), 38-54 Iyengar, Raghuram; Asim Ansari; and Sunil Gupta (2007), “A Identity and the Service– Model of Consumer Learning for Service Quality and Usage,” Journal of Marketing Research, 44(November), 529544 Challagalla, Goutam; R Venkatesh; and Ajay K Kohli, (2009), “Proactive Postsales Service: When and Why Does It Pay Off?” Journal of Marketing, 73(March), 70-87, Discussion Questions: 1. What is the difference between service satisfaction and service quality? Since service quality is assessed as the difference between expectation and evaluation, should a firm attempt to lower expectations? What is the appropriate expectation to consider – what you expect from the specific firm, what you expect from that type of firm, what is your ideal experience? 2. What could you do to improve the customer service provided by service providers? 3. What if any effect does replacing service providers with technology have on service quality and customer loyalty? Assignment: All other except the presenters. Make up three hypotheses concerning customer service. The hypotheses should be of the form “X causes Y.” Email the hypothesis to me before class.