Service Marketing
Professor Warden
Email: cwarden@libra.seed.net.tw
http://warden.idv.tw
Textbook (can be purchased through Hwa-Tai book company): 1) Services Marketing: Integrating
Customer Focus Across the Firm, by Valarie A. Zeithaml & Mary Jo Bitner
Everyone must have the book.
I.
Class Goal
This class is designed to explore the concepts involved with services marketing, a major part of the world
economy today and a growing part of Asian economies. A previous understanding of marketing’s core
concepts is required as this class will use these ideas but not repeat them.
This class will continue my emphasis on the consumer and actually deepen that emphasis through a
detailed description of what satisfaction is and the numerous issues that can lead to dissatisfaction.
In this class we will emphasize Western theory and practice while putting it into context within the Asian
and Taiwan experience. At the end of this class, your language skills in English will show improvement,
as the lectures and all assignments will be in English.
Things you must do NOW:
1) Register for this class on the posting board, found through my website at warden.idv.tw
2) Download the class outline and try out the other resources, such as the online audio lectures so that in
the future you are comfortable with these features.
3) Get the book: Services Marketing by Valarie A. Zeithaml & Mary Jo Bitner
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Getting the Class Information:
The Website at http://warden.idv.tw
Click on Warden’s Online Classes
Each class has Outlines, Slides, and Lectures
Registering for Your Class:
1. Go to http://warden.idv.tw
Click on Posting Board & Chat Room
2. This is the posting board
You first need to register
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3. Complete the registration information
Don’t forget your STUDENT NUMBER
4. When you are done, you will see a message
and then you will receive an email
Don’t forget your name and password
5. Now login to the posting board
and then click on the text Usergroups
6. In the Usergroups section, choose your class
from the menu
Click the button View Information
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7. Here is a list of the people in this class
Join this class by clicking the button Join Group
II.
Weekly Reading, Quizzes, & Class Participation Online (30%)
Each student must finish the chapters indicated each week on the schedule.
Each chapter will have an online lecture after I have taught the class once, which can be listened to
through RealMedia or Windows Media players.
You MUST keep up with the readings. It is my experience that most students who have trouble later did
not keep up with reading at the start. Do not fall behind. To make sure you keep up with the readings,
the undergraduate class will have a quiz EVERY week based on the chapters assigned for that week.
III.
UNDERGRADUATES: Midterm Exam (30%) GRADUATES: Presentation
Undergraduate students will have a midterm exam during the exam week.
Graduate students will give a group presentation.
The presentation cannot go over ten minutes.
The topic is an explanation of a service failure. This failure may have been experienced by one of your
group members, but personal experience is not required.
In the presentation, you must describe the service, and details related to the topics we cover in class, such
as service gaps.
IV.
UNDERGRADUATES: Final Exam (40%) GRADUATES: Presentation+Report
Undergraduate students will have a final exam during the exam week.
Graduate students will give a group presentation & written report.
The presentation cannot go over fifteen minutes.
The topic is a proposal for a new service-based business.
This business can be a totally new service, or an existing service delivered in a new way, or any
combination of these.
Included in your presentation should be the details of how what needs the service satisfies, the mechanics
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of how the service will function, how customers interact with the business, and all the other points we
cover in class. Simulated previews of what the business is to look like are encouraged.
The accompanying written report should make your plan clear and easy to understand in a summary
format (not a detailed business plan).
Report Guidelines:
Must be six pages typed, double spaced.
The seventh page will be a bibliography (see the book English Mechanics on how to prepare a
bibliography).
On the page before the first page, the cover page, type the class name, case name, group name, group
members and their student numbers, date, class name, and the Professor’s name. Here is an example:
Service Marketing
Class name
Child Language Guidance Service
A New Business Proposal
Case topic
Case name
Student names
Group: Santa
Andy Chen 8533821
Alex Wang 8533810
Susan Shih 8533842
Mike Lien 8533817
Mary Hsie 8533805
Group name
Student numbers
Professor’s name
Professor Warden
When your report is complete, you must upload it to the professor, through the Website (DO NOT
EMAIL ME).
Late reports will NOT be considered.
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Uploading Reports:
1. Enter the posting board
Click on Chat room 1 at bottom of page
2. In the chat room, click on Share files
3. Enter the Group name, a password you
make yourself and a note describing the file.
Name your DOC file after your group name
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Class Schedule:
Week
Topic
1
Introduction
2
Consumer Behavior in Service
3
Customer Expectations
4
Customer Perceptions
5
Understanding Customers
6
Building Customer Relationships
7
Service Recovery
8
Service Development & Design
Notes
Undergraduates: Midterm Exam
Graduates: Presentation
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Customer-Defined Service Standards
10
Physical Evidence & the Servicescape
11
Employees’ Roles in Service
12
Customers’ Roles in Service
13
Delivering Service
14
Managing Demand & Capacity
15
Integrated Services Communications
16
Pricing of Services
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