Excellence in
Management
Education

Title
Customer Relationship and Service Management
Contacts hour per week
2.0
Quarter
Lecturer
Wagner, Tillmann
Language
Content
    Customer relationships and loyalty (relationship marketing, service tiering) Value-oriented customer management (customer lifetime value, customer equity) Gaps model of service quality (customer gap, listening gap, design and standards gap, performance gap, communication gap) Customer expectations and perceptions of services (zone of tolerance, customer satisfaction) Service recovery (service recovery paradox, service failures, recovery expectations) Service innovation and design (blueprinting, customer-focused service innovations) Physical evidence in the service encounter (servicescape, physical evidence strategy) Employee and customer roles in service delivery (service culture, services triangle, self-service technologies)
Course description
The objective of this course is to acquaint students with key marketing management paradigms and tools that facilitate creating profitable and lasting customer relationships by means of providing customer service.
Teaching methods
Lecturing, in-class discussions, case studies
Theories
Relationship marketing, customer relationship management, gaps model of service quality, service profit chain.
Literature
Selected readings will be provided.
Further literature
Kumar, V. & W.J. Reinartz (2006), Customer Relationship Management: A Databased Approach. Hoboken, NJ: Wiley & Sons.
Zeithaml, V.A., Bitner, M.J, & Gremler, D.D. (2009), Services Marketing: Integrating Customer Focus Across the Firm, 5th ed. New York, NY: McGraw-Hill/Irwin.
Method of examination
Final exam and case studies