INTERNATIONAL SERVICE MANAGEMENT
The course aims to define the evolution of the service economy in the international scenario providing issues, principles, concepts, models of service management and marketing. Global trends, challenges and best practice of international firms are presented to enhance understanding of the diverse business models of service firms and define possible implications for competitive advantage of the service firms in global scenario.
The course is addressed to master students in management. Basic knowledge in marketing and management is required.
Service Economy in global scenario: issues, principles, concepts and models. Typologies and characteristics of the services. Management and marketing of the service firms. The consumer decision-making process. The service delivery. Strategies and competitive advantage in the service firms. Service management: serviscape, human resources management and customers. Quality management and customer satisfaction. Value co-creation processes. Value-based service brand.
Best practice of the international service firms are presented and discussed: financial services, public services, ICTs, leisure & hospitality, wholesale and retail, transportation, professionals services, education, health services, other services.
Hoffman K. D., Bateson J. E.G., Iasevoli G. (2007), Marketing dei servizi, Apogeo.
Edvardsson B., Enquist B., Hay M. (2006), Values-based service brands: narratives from IKEA, Managing Service Quality, 16 (3), 230-246.
Galvagno M., Dalli D., (2014), Theory of value co-creation: a systematic literature review, Managing Service Quality, 24 (6), 643-683
Wirtz J., Tuzovic S., Ehret M., (2015)," Global business services Increasing specialization and integration of the world economy as drivers of economic growth ", Journal of Service Management, 26 (4), 565 – 587.
simulation of the exam “take home”; presentation and discussion of the project work; final exam.