Day 2 - Wednesday, June 14

Aproximate Times and Topic

It would be useful to you to have read the introduction and Part One of the text if you haven't already done so. It should reinforce and amplify what we did on Tuesday in class. Bring any comments or points for clarification about this material to class. We will begin with a review.

In class today we will concentrate on concepts from Chapter 4, the introduction to Part Two and Chapter 5. Skimming this material before class (if you have time) would be a good idea but if you don't get to it, you'll be able to catch it up later.

9:00	REVIEW AND RECAP Questions and comments on Service Marketing Concentration on the Customer is Fundamental Who they are How they behave What they expect Questions and Comments on First Assignments Market Audit of an Organization Webboard Participation Reviews Fit between Class Plan and Your Expectations/Desires
10:15	Break
10:30	CUSTOMER PERCEPTIONS (chapter 4) Customer Satisfaction as a Research Variable The Service Encounter Dimensions of Quality Measuring/Monitoring Satisfaction Managing the Tangible Cues to Quality In-Class Exercise. Individually outline one satisfactory and one unsatisfactory service encounter in an LIS organization that you've had in the past. In groups, share your experience and identify the common factors in each.
12:00	LUNCH
1:15	GAP 1: CUSTOMER EXPECATIONS VS ORG. UNDERSTANDING OF THEM Why does the Gap Exist? Who has authority to make adjustments in Service Delivery? Aligning Priorities with Customer Importance Rankings
2:30	Break
2:45	MARKET RESEARCH Contemplating LIS Rankings Market Research Objectives -- What should they be? Cost of Data Collection vs. Value of Information Techniques of DAta Collection Complaint solicitation Critical Incidents and Focus Groups SERVQUAL Instruments and Scales Follow-up Calls "Mystery" Shopping Customer Panels (Advisory Groups) "Lost Customers" Analysis and Use of Market Research Data Tracking Performance on five Service Dimensions Reliability Responsiveness Assurance Empathy Tangibles Determining Customer's Zone of Tolerance Importance vs Performance Matrix Creating Customer Satisfaction Scale In-Class Exercise. In groups using the SERVQUAL instrument in the text as a guideline (pp. 135-136), create a questionnaire for ascertaining customer satisfaction in an organization of your choice.
3:45	PREPARATION FOR FIRST AUDIO SESSION, June 20 Please read chapters 6 and 7 and the introduction to Part Three Market Audit Assignment is due -- post URL to Webboard Tell us on the Webboard any situations that reflect any of the issues we've read about or discussed in class. I'll be posting some short exercise choices soon.