City University of Hong Kong Information on a Course offered by Department of Public Policy with effect from Semester A in 2013/2014
Part I Course Title:
Customer Service in a Diverse Society
No. of Credit Units:
Prerequisites: (Course Code and Title)
Precursors: (Course Code and Title)
Equivalent Courses: (Course Code and Title)
SA2308 Customer Service in a Diverse Society
Exclusive Courses: (Course Code and Title)
Part II 1.
Course Aims: The aims of the course are to introduce key concepts and theories of customer service and the importance and role of customer service as well as application of customer orientated service strategy to human service professionals. New trends in human service towards understanding quality customer service, customer expectation and customer satisfaction, customer behaviour, marketing research, integrated marketing communications, physical evidence, provisions of value-added service, participation of service users and handling specific customer service issues in service-oriented setting will all be explored.
2. Course Intended Learning Outcomes (CILOs)) Upon successful completion of this course, students should be able to: No. CILOs
Detect the important role of customer service and the application of customer oriented service strategy in modern customer-driven service environment. Examine and illustrate customer needs, expectation and satisfaction in relation to services provided by public and private organizations. Apply practical skills and techniques to deal with specific customer service situations: service encounters and enquiry, customer complaints, service failure crisis and conflicts in customer-driven service environment with new perspectives.
Weighting (if applicable)
Teaching and Learning Activities (TLAs) (designed to facilitate students’ achievement of the CILOs)
2 and 3
2 and 3
TLAs 3.1. Readings 3.1.1. Students are expected to read not less than 2 articles before or after each lecture; 3.1.2. Students are expected to read the lecture notes after each lecture; 3.2. Lectures 3.2.1. Students acquire good understanding on the importance, role and application of customer service in customer-driven service environment 3.2.2. Students acquire basic knowledge and skills of customer service and service marketing 3.2.3. Students acquire skills and techniques to deal with specific customer service situations: service encounters and enquiry, customer complaints, service failure crisis and conflicts in customer-driven service environment. 3.3. In-class Exercise 3.3.1. In-class exercises enhance student’s learning interest and curiosity relate to the specific class lectures 3.3.2. It also serves as an informal tools to test the extent of understanding of the class lectures of the students 3.4. Tutorial Presentation 3.4.1. Students are formed in small tutorial groups; 3.4.2. Each tutorial group chooses one topic related to customer service in public and private organizations and apply relevant concepts, theories, models, tools, skills of customer services in the presentation; 3.4.3. Each group is required to conduct a 30 minutes presentation in the class. 3.5. Group Presentation Report Each group has to submit a 3,000-3,500 words group presentation report 3.6. Examination A 2-hour written examination will be conducted.
Hours/week (if applicable) 2 hours/week
10-15 minutes/ week
2 hours in every tutorial session, meet every second week
Assessment Tasks/Activities (designed to assess how well the students achieve the CILOs)
2 and 3
No Type of assessment Weightin Remarks tasks/activities g (if applicable) 4.1. Group Tutorial 15 % - To assess the student’s ability in Presentation tackling the specific customer service situation in customer-driven service environment;
-To assess the student’s degree of understanding and ability to apply relevant customer service concepts, theories, tools and skills in analysing and tackling the specific customer service situations in customer-driven service environment. - To assess the student’s ability in tackling the specific customer service situations in customer-driven service environment;
4.2. Group Presentation Report
1 and 2
2 and 3
4.3. Class Participation & Attendance Participation
-To assess the student’s degree of understanding and ability to apply relevant customer service concepts, theories, tools and skills in analysing and tackling the specific customer service situations in customer-driven service environment. - -To assess student’s the degree of engagement in the class and tutorial.
-To assess student’s level of the understanding to the topics of the course.
Grading of Student Achievement: Refer to Grading of Courses in the Academic Regulations. Letter Grading criteria in relation to CILOs Grade A+ Knowledge and skills in the customer service & service marketing is A excellently demonstrated and applied to customer service situation. AHighly innovative ideas and critical attitude in analysing the customer service practice in different types of organization. Thorough analysis & excellent ability to successfully manage different crisis occurred in customer-driven service environment. B+ Knowledge and skills in the customer service & service marketing is fairly B well demonstrated and applied to customer service situation. BFairly innovative ideas and critical attitude in analysing the customer service practice in different types of organization. Fairly good analysis and substantial effort & attempt to manage different crisis occurred in customerdriven service environment. C+ Knowledge and skills in the customer service & service marketing is C adequately demonstrated and applied to customer service situation. CLittle innovative ideas and critical attitude in analysing the customer service practice in different types of organization. general understanding and effort & ability to manage different crisis occurred in customer-driven service environment. D Only limited knowledge and skills in the customer service & service marketing is demonstrated and applied to customer service situation. Very little innovative ideas and critical attitude in analysing the customer service practice in different types of organization. superficial understanding and insufficient effort & ability to manage different crisis occurred in customer-driven service environment. F Knowledge and skills in the customer service & service marketing cannot be demonstrated and applied to customer service situation. No innovative ideas and critical attitude in analysing the customer service practice in different types of organization. Inaccurate understanding and show no effort & attempt to trial for managing different crisis occurred in customer-driven service environment.
Part III Keyword Syllabus: Nature of ‘Service’, service marketing, marketing mix, marketing segmentation, quality customer service, customer behaviour, customer needs, customer perception, customer expectation, customer satisfaction, marketing research, customer-driven, service culture, customer loyalty, servicscapes, Total Quality Management, Customer Relationship Management, Gaps Model of Service Quality, benchmarking, International Standards Organization, integrated marketing communication, information technology, customer encounter & enquiry, customer complaint, crisis management, handling conflicts and service recovery.
Recommended Reading: Harris Elaine K. 2010. Customer Service: A Practical Approach (5th Edition). New Jersey: Pearson Education Inc. Lucas Robert W. 2009. Customer Service. Skills for Success. (4th ed.) New York: McGraw Hill. (Main Text) Timm Paul R. 2011. Customer Service: Career Success through Customer Loyalty. (5th ed.) New Jersey: Pearson Education Inc. Zeithaml Vlarie, Mary Jo Bitner and Dwayne D. Gremler 2009. Service Marketing. Integrating Customer Focus Across the Firm. (5th ed.) Boston: McGraw-Hill. (Recommended) Antony Jiju, Frenie Jiju Antony and Sid Ghosh, 2004 Evaluating service quality in a UK hotel chain: a case study, International Journal of Contemporary Hospitality Management, Vol. 16 (6): 380 – 384. Bacal Robert. 2010 Defusing Hostile Customers Workbook: A Self-Instructional Workbook For Public Sector Employees (3rd ed.) Toronto: McGraw-Hill. Bitner Mary Jo. 1992. Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, Vol. 56 Issue 2: 57-71. Brinkman Rick & Rick Kirschner. 2002. Dealing with People You Can’t Stand. How to Bring Out the Best in People at their Worst. NY: McGraw Hill, Inc. Cooper Donald R. & Pamela S. Schindler. 2006. Marketing Research. NY: McGraw-Hill Companies, Inc. DeTienne K. and P.R. Timm. 1995. “How Well Do Businesses Predict Customer Turnoffs: A Discrepancy Analysis”, Journal of Marketing Management. 5(2): 12-23. Efficiency Unit, HKSAR Government. 2008. Customer Service in the Delivery of Public Services: International Experience. Hong Kong: Government Logistics Department.
Elliott Dominic, Kim Harris and Steve Baron. 2005. Crisis Management and Service Marketing. Journal of Service Marketing. 19(5): 336-345. Fish Raymond P. Stephen J. Grove and Joby John. 2008. Interactive Service Marketing. (3rd ed.) New York: Houhton Mifflin Co. Gross T. Scott & BiGresearch. 2005. When Customers Talk. Turn What They Tell You into Sales. Chicago: Dearborn Trade Publishing . Hayes Bob E. 2009. Beyond the Ultimate Question: A Systematic Approach to Improve Customer Loyalty. Milwaukee, Wisconsin: ASQ Quality Press. (Chapter 6 and Appendix B) Heung Vincent C.S and Terry Lam, 2003 Customer Complaint Behaviour towards Hotel Restaurant Services, International Journal of Contemporary Hospitality Management, Vol. 15 (5): 283 - 289
Hightower Roscoe Jr. 2010. Commentary on Conceptualizing the Servicescape Construct in ‘A Study of the Service Encounter in Eight Countries’, Marketing Management Journal, Vol. 20, Issue 1:76-86. Hoffman K. Douglas & John E.G. Batson. 2006. Service Marketing Concepts, Strategies, & Cases. (3rd ed.) US: Thomson South-Western.(Chapter 9, 14) Hong Kong Association for Customer Service Excellence. 2001. A Practical Guide to Delivering Excellent Customer Service (3). Hong Kong: HKACSE. Hong Kong Association for Customer Service Excellence. 2002. A Practical Guide to Satisfying Customers in Service Recovery (1). Hong Kong: HKACSE. Jain Nerra, Anjanee Sethi and Shoma Mukherji. 2009. Impact of Communication during Service Encounters on Customer’s Perception of Organization Image. Paradigm. Vol. XIII (1): 56-65. Kamin, Maxine.2010. 10 Steps to Successful Customer Service. Alexandria, VA: ASTD Press. (City University of Hong Kong /electronic resource). Knapp Donna. 2011. A Guide to Customer Service Skills for the Service Desk Professional. Boston, Mass.: Course Technology/Cengage Learning. Kristin L. Anderson & Carol J. Kerr. 2002. Customer Relationship Management. New York: McGraw-Hill. Lucas Robert W. 2011. Please Every Customer: Delivering Stellar Customer Service Across Cultures. New York: McGraw Hill. Lundberg Christine and Lena Mossberg. 2008. Learning by Sharing: Waiters’ and Bartenders’ Experiences of Service Encounters, Journal of Foodservice. 19:44-52. Moschis George P. and Anil Mathur. 2007. Boomers and Their Parents: Surprising Findings about Their Lifestyles, Mindsets and Well-being. NY: Paramount Market Publishing. (E-book: HF5415.33.U6 M362 2007eb) National Consumer Council and CBI. 2005. Future Services: A Consumer Blueprint for Responsive Public Services. (http://www.ncc.org.uk/nccpdf/poldocs/NCC090_future_services_blueprint.pdf ) National Consumer Council. 2004. Making Public Services Personal. (http://www.ncc.org.uk/nccpdf/poldocs/NCC054_making_public_services_personal.pdf.) Rosenbaum, Mark S. 2005. The Symbolic Servicescape: Your Kind is Welcomed Here. Journal of Consumer Behaviour. No 4(4):257-267. Sampson Scott E. 1998. Gathering Customer Feedback via the Internet: Instruments and Prospects, Industrial Management & Data Systems, Vol. 98 (2): 71-82. Settersten, Richard A Jr. & Jacqueline L. Angel (ed.). 2011. Handbook of Sociology of Aging. NY: Springer. (Chapter 22 & 23)
Schoefer Klaus and Adamantios Diamantopoulos. 2009. A Typology of Consumers’ Emotional Response Styles during Service Recovery Encounters. British Journal of Management. Vol. 20: 292-308. Timm Paul R. and Christopher G. Jones 2005. Technology and Customer Service: Profitable Relationship Building. NJ: Pearson/Prentice Hall. Timm Paul R. 2002. 50 Powerful Ideas You Can Use to Keep Your Customers NJ: Career Press. Wirtz Jochen, and Monica Tomlin. 2000. Institutionalizing Customer-driven Learning through Fully Integrated Customer Feedback Systems, Managing Service Quality, Vol.10 (4):205-215. Wong Yuwa Hedrick. 2007. The Glittering Silver Market: The Rise of the Elderly Consumers in Asia. Singapore: John Wiley & Sons, (Asia). Zikmund William G., Raymond McLeod, Jr. & Faye W. Gilbert. 2003. Customer Relationship Management. Integrating Strategy and Information Technology. NJ: John Wiley & Sons. (Chapter 1) Journals
International Journal of Service Industry Management International Journal of Public Sector Management Journal of the Academy of Marketing Science Journal of Consumer Behaviour Journal of Consumer Research Journal of Services Marketing Journal of Marketing Journal of Marketing Management Sales and Service Excellence
Customer Service Institute of Australia: http://www.csia.com.au Customer Service Zone: http://www.customerservicezone.com Customer Math: http://www.customermath.com Hong Kong Association for Customer Service Excellence: http://www.hkace.org Hong Kong Customer Service Consortium: http://hkcsc.com 1823 Call Centre: http://www.1823.gov.hk/big5/index.htm Customer Service Excellence E-magazine: http://www.csia.com.au/_vti_bin/shtml.dll/Magazine/form1.htm