| 當期課號 |
3276 |
Course Number |
3276 |
| 授課教師 |
李冠穎 |
Instructor |
LEE,KUAN YIN |
| 中文課名 |
服務業管理 |
Course Name |
Service Industry Management |
| 開課單位 |
行銷與流通管理系(四進)一B |
Department |
|
| 修習別 |
必修 |
Required/Elective |
Required |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程針對服務業管理作深入的探討。研究服務業管理之相關主題，如顧客需求與滿意、成功企業之組織文化、人力資源管理、行銷管理、服務品質管理、資訊科技於服務業的應用等。藉由此課程的學習可建立學生對於服務業之正確觀念與提升學生解決服務業相關問題之能力。 |
Objectives |
The objective of this course is to study the service industry management, including following related topics, customer demand and satisfaction, organization culture of successful business, human resource management, marketing management, service quality management, information technology on service industry application and so on. The student will build the corrective concepts of service industry and increase their ability to solve the problems in service industry by this course learning. |
| 教材 |
曾光華,服務業行銷,台北：前程,民98；Chrisopher Lovelock and Jochen Wirtz(2006) Service marketing: people, technology, strategy, 6th, Pearson Custom Publishing.；Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. Gremler (2006) service marketing integrating customer focus across the firm, 4th, McGraw Hill Higher Education . |
Teaching Materials |
曾光華,服務業行銷,台北：前程,民98；Chrisopher Lovelock and Jochen Wirtz(2006) Service marketing: people, technology, strategy, 6th, Pearson Custom Publishing.；Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. Gremler (2006) service marketing integrating customer focus across the firm, 4th, McGraw Hill Higher Education . |
| 成績評量方式 |
期中考 25.0%
期末考 25.0%
個案討論30.0%
出缺席20.0% |
Grading |
Midterm exam 25.0%
Final exam 25.0%
Case discussion 30.0%
Absence from class 20.0% |
| 教師網頁 |
|
| 教學內容 |
課程介紹
1服務業的重要性與環境因素
2服務的特性與類型
3顧客知覺價值、服務品質、顧客滿意度
4服務業消費者行為
5顧客關係與顧客忠誠度
6顧客體驗與體驗行銷
期中考
7服務的組成、定位與創新
8服務實體環境
9服務人員
10服務流程與供需管理
11服務業定價
12服務業推廣與溝通
13服務業通路 |
Syllabus |
introduction
1Importance and Environmental Factors of Services
2Characteristics and Classification of Services
3Customer Perceived Value, Service Quality, and Customer Satisfaction
4Service Customer Behavior
5Customer Relationship and Customer Loyalty
6Customer Experiences and Experiential Marketing
期中考
7Service Structure, Positioning, and Innovation
8Service Physical Environment
9Service Personnel
10Service Process and Supply-Demand Management
11Pricing for Services
12Promotion and Communication of Services
13Service Channels |