《服务营销学（双语）》课程教学大纲（本科）

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What is a Service?Scale of Market EntitiesMolecular Modelthe Service Experien

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

5、d 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。.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specific differences are primarily attributed to four unique characteristics - intangibility, inseparability, heterogeneity, and perishability.Marketing Prob

6、lems caused by specific differences.Possible Solutions to specific differences.(二)教学要求Understand the characteristics of intangibility, inseparability, heterogeneity, and perishability.Discuss the marketing problems associated with intangibility and their possible solutions.Describe the marketing pro

7、blems associated with inseparability and their possible solutions.Explain the marketing problems associated with heterogeneity and their possible solutions.Identify the marketing problems associated with perishability and their possible solutions.(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。.难点理解服务的特性。第三章 THE

8、CONSUMER DECISION PROCESS IN SERVICES MARKETING(一)课程内容The Consumer Decision Process: An Overview.Special Considerations Pertaining to Services.(二)教学要求Discuss the six steps that comprise the consumer decision process model.Understand the special considerations of service purchases as they pertain to

9、the prepurchase, consumption, and postpurchase stages of the consumer decision process model.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。.难点服务消费者决策过程中的特殊问题。第四章 SERVICE DELIVERY PROCESS(-)课程内容Stages of Operational Co

10、mpetitivenessMarketing and Operations: Balance is CriticalIn a Perfect World, Service Firms Would be EfficientApplying the Efficiency Models to Service FirmsThe Art of Blueprinting(二)教学要求Discuss the stages of operational competitiveness.Appreciate the relationship between operations and marketing as

11、 it pertains to developing service delivery systems.Describe the types of operational models that facilitate operational efficiency.Consider the challenges associated with applying peak efficiency models to service organizations and recommend strategies that overcome some of these difficulties.Expla

12、in 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: MANAGING SERVICE EMPLOYEES(-)课程内容The Importance of Service PersonnelService Personnel As Boundary SpannersThe Im

13、portance of Human Resources for Service FirmsPulling It All Together(二)教学要求Discuss the importance of contact personnel as boundary spannersExplain the sources of conflict in boundary-spanning roles and the consequences of role stress.Define the concepts of empowerment and enfranchisement and underst

14、and the contingency empowerment approach.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要性。.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What is Service Quality?The Difference in Quality Persp

15、ectives Between Goods and ServicesDiagnosing Failure Gaps in Service QualityMeasuring Service Quality: SERVQUALService Quality Information System(二)教学要求Contrast service quality as it compares to customer satisfaction.Identify the gaps that influence consumer perceptions of service quality and discus

16、s factors that influence the size of each service quality gap.Understand the basic concepts of SERVQUAL.Describe the components of a service quality 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。.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T

17、ypes of Service Failures.Customer Complaining Behavior.The Art of Service Recovery.Evaluating Recovery Efforts: Perceived Justice.Service Failure and Recovery Analysis.（二）教学要求Discuss the four different categories of service failure types.Explain customer complaining behavior, including the reasons c

18、ustomers do and do not complain and the outcomes associated with customer complaints.Describe the issues involved in mastering the art of service recovery.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。.难点如

19、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：（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 S