module specification

‘Service Excellence for Creative Industries and Aviation’ investigates practices and strategies used in managing exceptional relationships between customers and service providers. Consistent delivery of high-quality service increases customer loyalty, businesses reputation and competitive advantage, hence the module focus lies in the exploration of all aspects of excellent service delivery.

The aim of the module is to provide students with understanding of the importance of service excellence, including reflection on their own professional conduct practices, and equip them with analytical ability to assess and improve service delivery.

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The module will first provide students with the understanding of the service excellence concept, to later move on to strategies aimed at delivering excellent service such as service with attitude, care, empathy, personalisation or spontaneity. Methods of measurement of customer satisfaction and service quality will be introduced. LO1

Characteristics of service professional and required skills will be discussed to allow students for reflection on their own level of service skills and professional conduct. LO2

Finally, customer service management, service recovery and complaints management strategies will be reviewed to showcase current rapport in the field. LO3

A third of the module is delivered via class contact, in the form of lectures, seminars, assignment tutorials and formative feedback sessions. Lecture slides are available online (Weblearn) prior to class and in audio-video format after as lecture recording. Lectures use wide range of communication means, including videos, graphics, maps, hyperlinks and social media. Supporting readings (when possible due to copyright) are available in written and audio form.

Syllabus aims to engage diversity of student cohort in discussion and via personalised assignment, where students have a freedom to choose case study of interest. Syllabus is built on the principle of feed-forward, where contents allow for systematic progress on assignment components and implementation of changes as a result of feedback.

On successful completion of this module, students will be able to:

1. Recognise aspects of excellent customer service and familiarise with measurement of customer satisfaction and service quality
2. Reflect on own’s development of professional conduct practices
3. Critically evaluate organisation’s service provision

The assessment strategy consists of one summative assignment, personalised to suit student’s preferences. To start the assessment process, student needs to choose a service organisation from their respective field (tourism, events, aviation or music) which will serve as a case study.

To deliver the assignment successfully, student needs to identify and assess given aspects of service excellence, incl. service recovery and complaints management strategies, in order to provide recommendations for improvements in service delivery.

Reading List :
https://rl.talis.com/3/londonmet/lists/BD8AA5F4-01D7-A856-C3D4-4CA1C700E0B6.html?lang=en-GB&login=1

Core Texts:
Zeithaml, V.A., Bitner, M.J., Gremler, D. (2018) Services marketing: integrating customer focus across the firm, 7th ed, New York: McGraw-Hill Education

Other Texts:
Buswell, J.; Williams, C.; Donne, K.; Sutton, C. (2017) Service Quality in Leisure, Events, Tourism and Sport, CABI.
Hoffman, K. D., Bateson, J. (2017) Services marketing: concepts, strategies & cases, 5th ed, Cengage Learning.
Johnston R. (2001) Service Excellence = Reputation = Profit: Developing and Sustaining a Reputation for Service Excellence, Institute of Customer Service.

Online Resources:
Institute of Customer Service (https://www.instituteofcustomerservice.com)