Strategic Management In Hospitality

The Nature of Services

• The growing importance of services
• Services: what makes them special?
• A closer look at services
• The role of service classifications

Defining the Service Concept

• Why do we need a service concept?
• How to define the service concept
• Implementing the service concept
• The service concept as a guiding framework: an overview of its main ingredients
• Why not all service concepts are alike

Servitisation: Or Why Services Management is Relevant for Manufacturing Environments

• From goods to services
• Why servitisation?
• Making the transition

Relationship Marketing

• Relationship marketing: new words to an old tune?
• Linking customer satisfaction, customer loyalty and profitability
• Lifetime value: the link with profitability
• How to increase customer satisfaction and customer loyalty
• Setting objectives in service marketing

Promoting Services

• What is so different about promoting services?
• The basic building blocks of promotion
• Designing a marketing communications strategy for services
• Drawing up a promotion plan

Pricing Services

• Developing a framework for pricing decisions
• Pricing objectives
• Pricing strategies
• How to increase customer satisfaction and customer loyalty
• Pricing structure
• Pricing levels and tactics

Customer Satisfaction and Complaint Management

• Service quality and customer satisfaction
• A service satisfaction framework
• Measuring customer satisfaction
• Complaint management

Service Guarantees and Service-level Agreements

• Service guarantees
• Service-level agreements
• Internal service guarantees and service-level agreements

The Role of Human Resource Practices in Service Organisations

• The nature of services
• Human resource management for services

Competencies and Service Organisations

• Designing competency-based HR practices
• Linking customer satisfaction, customer loyalty and profitability
• Competencies for service organisations

Collaboration: Integrating Work and Learning

• The benefits of collaboration in the workplace
• The broader relevance of collaboration to services
• The role of collaboration in learning
• Collaboration as the central theme
• Establishing collaborative relationships

The Role of Empowerment in Service Organisations

• The relevance of empowerment for service environments
• Empowerment: the employee and the supervisor
• Empowerment: the organisation

Role Stress Among Front-line Employees

• Relevance of role stress for the service encounter
• Linking customer satisfaction, customer loyalty and profitability
• Role stress defined
• Handling role stress for front-line employees

Service Process Design and Management

• Process choice
• Process design
• Process monitoring
• Process evaluation
• Process re-engineering

Capacity Management

• Capacity and capacity management
• Capacity planning
• Scheduling capacity
• Managing the demand side
• The psychology and managerial consequences of waiting

Facilities Management

• The nature of facilities management in services
• The nature of facilities management in services
• Location
• How to increase customer satisfaction and customer loyalty
• Designing the servicescape

IT Developments and their Impact on Services

• The network era – where do we stand?
• The impact of IT developments on service encounters
• Action strategies for the new media

Performance Measurement Systems in Service Firms

• Designing performance measurement systems for services
• Implementing an integrated performance measurement system

Managing Innovation in a Service Environment

• Innovations as spiral processes: the value-constellation approach
• Innovation portfolio management
• Organising the innovation portfolio: the make-or-buy decision
• The operational management of innovation

Managing Services across National Boundaries

• Why internationalise?
• Drivers towards internationalisation
• Culture and cultural differences
• Internationalisation strategies

Defining a Service Strategy

• The nature of strategic management
• The challenges of strategic management for services