《服务营销学（双语）》课程教学大纲（本科）.docx

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1、服务营销学（双语）Services Marketing课程代码：08410074学分：2学时：32（其中：课堂教学学时：32实验学时：0 上机学时：0 课程实践学时：0 ）先修课程：市场营销学、消费者行为学适用专业：市场营销、电子商务专业三年级教材： Services Marketing： Concepts, Strategies & Cases K. Douglas Hoffman, John E. G. Bateson著，北京大学出版社，2008年12月第2版一、课程性质与课程目标.（-）课程性质（需说明课程对人才培养方面的贡献）服务营销学（双语）是市场营销专业教学计划中的专业课，它建立在

2、市场营销学、消费者行 为学等课程知识的基础上，是针对服务的具体特性，着力研究服务产品及其特殊性，服务营销面临 的问题与解决方法的一门课程。该课程有较强的理论性与实践性，涉及到服务、服务市场、服务消 费行为、顾客期望与服务承诺、服务质量、服务、有形展示与服务环节、服务补救等内容。（二）课程目标（根据课程特点和对毕业要求的贡献，确定课程目标。应包括知识目标和能力 目标。）课程目标1:掌握服务营销的基本内涵、有关概念、研究对象和研究范畴；课程目标2：掌握服务与有形产品的差异，理解服务营销与市场营销的不同，掌握服务营销 的特殊问题及解决方法；课程目标3： 了解服务消费行为特点，树立正确的服务营销理念；

3、课程目标4：理解服务交付系统；课程目标5：认识到服务的重要性，掌握服务管理的方法；课程目标6：理解服务质量的概念及构成要素、服务质量的测定、服务质量的管理；课程目标7：掌握服务失败与补救的概念，进行处理服务失败并进行服务补救的方法与步骤;课程目标8：在理论学习的基础上，能够联系实际，为从事服务业营销活动或参与企业营销服务活动奠定基础。二、课程内容与教学要求(按章撰写)第一章 AN INTRODUCTION TO SERVICES(-)课程内容(1) What is a Service?(2) Scale of Market EntitiesMolecular Model(3) the Serv

4、ice Experience: The Service ModelThe Services Revolution: A Change in Perspective(二)教学要求Understand the basic differences between goods and services.(1) Appreciate the factors that create the customers service experience.(2) Understand the two organization models used in service firms: the industrial

5、 management model and the market-focused management model.(三)重点与难点.重点理解服务的概念，市场实体等级。1 .难点理解服务与有形产品的基本区别。第二章 FUNDAMENTAL DIFFERENCES BETWEEN GOODS AND SERVICES(一)课程内容(1) specific differences are primarily attributed to four unique characteristics - intangibility, inseparability, heterogeneity, and pe

6、rishability.(2) Marketing Problems caused by specific differences.(3) Possible Solutions to specific differences.(二)教学要求(1) Understand the characteristics of intangibility, inseparability, heterogeneity, and perishability.(2) Discuss the marketing problems associated with intangibility and their pos

7、sible solutions.(3) Describe the marketing problems associated with inseparability and their possible solutions.(4) Explain the marketing problems associated with heterogeneity and their possible solutions.(5) Identify the marketing problems associated with perishability and their possible solutions

8、.(三)重点与难点.重点理解服务的特性，及产生的相应的问题、解决方法。1 .难点理解服务的特性。第三章 THE CONSUMER DECISION PROCESS IN SERVICES MARKETING(一)课程内容(1) The Consumer Decision Process: An Overview.(2) Special Considerations Pertaining to Services.(二)教学要求Discuss the six steps that comprise the consumer decision process model.(1) Understand

9、 the special considerations of service purchases as they pertain to the prepurchase, consumption, and postpurchase stages of the consumer decision process model.(2) Describe models that attempt to explain the consumer? s postpurchase evaluation. (三)重点与难点(假设不单独列出，需在教学要求中适当注明).重点明确并理解服务消费者的决策过程。1 .难点服

10、务消费者决策过程中的特殊问题。第四章 SERVICE DELIVERY PROCESS(-)课程内容(1) Stages of Operational CompetitivenessMarketing and Operations: Balance is Critical(2) In a Perfect World, Service Firms Would be EfficientApplying the Efficiency Models to Service Firms(3) The Art of Blueprinting(二)教学要求(1) Discuss the stages of o

11、perational competitiveness.(2) Appreciate the relationship between operations and marketing as it pertains to developing service delivery systems.(3) Describe the types of operational models that facilitate operational efficiency.(4) Consider the challenges associated with applying peak efficiency m

12、odels to service organizations and recommend strategies that overcome some of these difficulties.(5) Explain the art of service blueprinting as it relates to the design of service delivery systems.(三)重点与难点(假设不单独列出，需在教学要求中适当注明).重点服务传递系统的竞争力的阶段、服务蓝图的作用。2.难点服务蓝图的作用及服务传递系统的效率提升。第五章 PEOPLE ISSUES: MANAGI

13、NG SERVICE EMPLOYEES(-)课程内容(1) The Importance of Service PersonnelService Personnel As Boundary Spanners(2) The Importance of Human Resources for Service FirmsPulling It All Together(二)教学要求Discuss the importance of contact personnel as boundary spanners(1) Explain the sources of conflict in boundary

14、-spanning roles and the consequences of role stress.(2) Define the concepts of empowerment and enfranchisement and understand the contingency empowerment approach.(3) Describe the relevance of employee satisfaction as it relates to the service-profit chain.(三)重点与难点(假设不单独列出，需在教学要求中适当注明).重点理解并明确服务员工的重

15、要性。1 .难点员工满意度与服务收益之间的关系。第六章 DEFINING AND MEASURING SERVICE QUALITY(一)课程内容(1) What is Service Quality?(2) The Difference in Quality Perspectives Between Goods and ServicesDiagnosing Failure Gaps in Service Quality(3) Measuring Service Quality: SERVQUALService Quality Information System(二)教学要求Contrast

16、 service quality as it compares to customer satisfaction.(1) Identify the gaps that influence consumer perceptions of service quality and discuss factors that influence the size of each service quality gap.(2) Understand the basic concepts of SERVQUAL.(3) Describe the components of a service quality

17、 information system.(三)重点与难点(假设不单独列出，需在教学要求中适当注明).重点服务质量评价方法与步骤。1 .难点服务与有形产品质量衡量的区别，运用服务质量评价方法对服务进行评价。第七章 SERVICE FAILURES AND RECOVERY STRATEGIES(-)课程内容1. Types of Service Failures.2. Customer Complaining Behavior.3. The Art of Service Recovery.4. Evaluating Recovery Efforts: Perceived Justice.5. S

18、ervice Failure and Recovery Analysis.（二）教学要求1. Discuss the four different categories of service failure types.2. Explain customer complaining behavior, including the reasons customers do and do not complain and the outcomes associated with customer complaints.3. Describe the issues involved in maste

19、ring the art of service recovery.4. Understand the value of tracking and monitoring service failures and employee recovery efforts.（三）重点与难点（假设不单独列出，需在教学要求中适当注明）.重点服务失败与补救的概念及步骤。1 .难点如何进行服务补救。三、本课程开设的实验工程（如课程不含实验，该项可不填）编号实验工程名称学时类型要求支撑的课程目标12注：L “类型”填验证性、综合性、设计性等;. “要求”填必做、选做。实验L （实验名称）写明实验目标及要求。实验2：

20、（实验名称）写明实验目标及要求。四、学时分配及教学方法章（按序填写）教学形式及学时分配主要教学 方法支撑的课 程目标课堂 教学实 验上 机课程 实践小计第一章 AN INTRODUCTION TOSERVICES22讲授目标1第二章 FUNDAMENTALDIFFERENCES BETWEEN GOODSAND SERVICES44讲授目标2第三章 THE CONSUMER DECISIONPROCESS IN SERVICESMARKETING44讲授及 讨论目标3、8第四章 SERVICE DELIVERYPROCESS66讲授及讨 论目标4、8第五章 PEOPLE ISSUES:MANA

21、GING SERVICE EMPLOYEES44讲授、案 例分析目标5第六章 DEFINING ANDMEASURING SERVICE QUALITY66讲授、案例及讨论目标6、8第七章 SERVICE FAILURES ANDRECOVERY STRATEGIES44讲授及 讨论目标7、8考核22合计3232注：1.课程实践学时按相关专业培养计划列入表格；2 .主要教学方法包括讲授法、讨论法、演示法、研究型教学方法（基于问题、工程、案例 等教学方法）等。五、课程考核考核形式考核要求考核权重备注平时作业4次平时作业30%期末考试开卷考试70%注：1.分学期设置和考核的课程应按学期分别填写上表。3 .考核形式主要包括课堂表现、平时作业、阶段测试、期中考试、期末考试、大作业、小 论文、工程设计和作品等。4 .考核要求包括作业次数、考试方式（开卷、闭卷）、工程设计要求等。5 .考核权重指该考核方式或途径在总成绩中所占比重。六 参考书目及学习资料1、服务营销学叶万春主编高等教育出版社2007年12月第三版；2、服务管理与营销格罗鲁斯著 电子工业出版社2008年4月第一版；3、服务营销（第6版）克里斯托弗洛夫洛克，约亨沃茨著；谢晓燕，赵伟韬译中 国人民大学出版社2010年6月第一版。七、大纲说明（内容可包括课程基本要求、习题要求及其它一些必要的说明）2017年9月22日