Service Management

1年

2.00単位

セメスタ指定なし

石谷　昌司

English (if necessary, Japanese can be used for follow-up explanation.)

紀尾井町キャンパス

    This class provides students with the overall information about what the service management is. The students will be able to learn the concept of the service management in a systematic manner. The followings are the objectives of this class:
1. The students will understand how to adopt service logic in management.
2. The students will realize the importance of the service perspective in any market.
3. The students will understand the difference between "inside-out management" and "outside-in management".

　In this class, the students first learn the meanings of the words "service" and "hospitality" to better understand the words from language point of view . Then the students will see the essence of the service Logic in any types of business. They can also be familiar with elements that could lead to successful or failed businesses through some case studies. Throughout a course, the students will understand the significance of "Inside-out management" attitudes adopted into any organizations that could become a sustainable and successful firm. Finally, using the end of classes (two or three classes) the students will go out and see luxurious hotels in Tokyo to understand key factors for successful service management. *Hotel visits are subject to change depending of various circumstances.    

(i) Orientation: Introduction to "Service Management"
(ii) Self-introduction; Getting to know each other.

【Before learning：60min】Search "Service" online and understand its general meaning.

【After learning：60min】Organize what you have learned.

(i) The origin of the words; "Hospitality" and "Service"
(ii) The difference in meanings between those two words

【Before learning：60min】Search the meanings of "Hospitality" and "Service."

【After learning：60min】Organize what you have learned.

(i) The characteristics of "Service"
(ii) A variety of usage of "Service" in Japan
(iii) Think about the roles of "Hospitality."

【Before learning：60min】Come up with the features of "Service" in your country.

【After learning：60min】Organize what you have learned.

(i) What is "Service"?
(ii) Traditional understanding of "Service"
(iii) Why is the service perspective important?

【Before learning：60min】What do you think the service is? Organize your thoughts.

【After learning：60min】Organize what you have learned.

(i) Case study
(ii) Product oriented way and customer oriented way

【Before learning：60min】Bring some stories about what you have faced uncomfortable services.

【After learning：60min】Organize what you have learned.

(i) How do customers perceive "a good service"?
(ii) Technical quality vs. functional quality

【Before learning：60min】What do you think a good service is?

【After  learning：60min】Organize what you have learned.

(i)The nature of consumption of physical good and services
(ii) Services = process consumption

【Before learning：60min】Come up with the differences between consumption of physical goods and that of services.

【After learning：60min】Organize what you have learned.

(i) Standardization vs. Systematization
(ii) The importance of "flexibility" and "adaptability."

【Before learning：60min】Search "standardization" and "systematization."

【After  learning：60min】Organize what you have learned.

(i) Inside-out management and Outside-in management
(ii) The role of 4Ps in the service management

【Before learning：60min】Search the marketing mix framework: "4Ps" in the marketing.

【After  learning：60min】Organize what you have learned.

(i) The product profit logic vs. the service profit logic
(ii) A Vicious circle: What are the "strategic traps"?

【Before learning：60min】Think about what makes you NOT buy a product?

【After  learning：60min】Organize what you have learned.

(i) Managing brand relationships and image
(ii) The nature of branding process and functions of image
*This class could become hotel visits.

【Before learning：60min】Search on brand and image.

【After  learning：60min】Organize what you have learned.

(i) Social media in service management and marketing
(ii) The roles of social media in service management
*This class could become hotel visits.

【Before learning：60min】Think of how social media can be utilized in service management and marketing.

【After  learning：60min】Organize what you have learned.

(i) Wrapping up what we have learned
(ii) About the final report.
*This class could become hotel visits.

【Before learning：60min】Bring some service related ideas for further discussions.

【After  learning：60min】Organize what you have learned.

◯Class participation：40%
◯Assignments (inc. presentation)：30%
◯Final report：30%

There are several assignments throughout the class.
Details will be announced in class.

Power point will be used as class materials.

A401

Will be announced in class.