| 當期課號 |
3250 |
Course Number |
3250 |
| 授課教師 |
劉素娟 |
Instructor |
LIU,SU CHUAN |
| 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，服務業行銷與管理：品質提昇與價值創造，二版，前程文化事業，2009年7月。
參考書籍
1. Lovelock, Christopher and Jochen Wirtz (2007), Services Marketing: People, Technology, Strategy, 6th. ed., Upper Saddle River, NJ: Pearson Prentice Hall.
2. Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2009), Services Marketing: Integrating Customer Focus Across the Firm, 5th. ed., Boston, MA: McGraw-Hill/Irwin. |
Teaching Materials |
曾光華，服務業行銷與管理：品質提昇與價值創造，二版，前程文化事業，2009年7月。
參考書籍
1. Lovelock, Christopher and Jochen Wirtz (2007), Services Marketing: People, Technology, Strategy, 6th. ed., Upper Saddle River, NJ: Pearson Prentice Hall.
2. Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2009), Services Marketing: Integrating Customer Focus Across the Firm, 5th. ed., Boston, MA: McGraw-Hill/Irwin. |
| 成績評量方式 |
行銷企劃報告 40％
課堂參與與表現 30％
期中考、期末考 30％ |
Grading |
Reports and Presentation 40%
Particpance and Performance 30%
Examination 30% |
| 教師網頁 |
|
| 教學內容 |
W1-課程介紹
W2-CH1 服務業的重要性與發展
W3-CH2 服務的意義、特性與類型
W4-CH3 服務業消費者行為
W5-CH4 顧客知覺價值、服務品質與顧客滿意度
W6-CH5 顧客關係、缺失補救與顧客忠誠度
W7-CH6 顧客體驗與體驗行銷
W8-CH7 服務的目標市場行銷、定位與創新
W9-期中考
W10-CH8 服務實體環境
W11-CH9 服務人員與內部行銷
W12-CH10 服務流程與供需管理
W13-CH11 服務業的定價
W14-CH12 服務業的推廣與溝通
W15-CH13 服務業的通路
W16-CH14 服務業的領導、組織文化與人文色彩
W17 CH15 科技應用
W18-期末考 |
Syllabus |
W1-Introduction
W2-CH1 Importance and Development of Services
W3-CH2 Meaning, Characteristics and Classification of Services
W4-CH3 Service Customer Behavior
W5-CH4 Customer Perceived Value, Service Quality, and Customer Satisfaction
W6-CH5 Customer Relationship, Service Recovery and Customer Loyalty
W7-CH6 Customer Experiences and Experiential Marketing
W8-CH7 Target Marketing, Positioning and Innovation of Service
W9-Middle Examination
W10-CH8 Service Physical Environment
W11-CH9 Service Personnel and Internal Marketing
W12-CH10 Service Process and Supply-Demand Management
W13-CH11 Pricing for Services
W14-CH12 Promotion and Communication of Services
W15-CH13 Service Channels
W16-CH14 Leadership, Organizational Culture and Humanistic of Service
W17-CH15 Technology Application of Service
W18-Final Examination |