Services Marketing Symposium

Catalog description

Improving service quality through a better understanding of customers¿ needs. Topics include implementing a corporate service culture, understanding how customers evaluate service quality, developing service quality standards and integrating them into the firm¿s operations, managing the service encounter, customer retention measures, promotional strategies, and managing service demand and capacity to achieve operational efficiency and lower costs. The role of self-service technologies in improving service quality and developing new service offerings. Prerequisites: BMBA 9114 and permission of instructor. Offered: Irregularly.