66094 - Marketing for Tourism Enterprises

Course contents

1. Introduction to services
2. The Gaps Model of service quality
3. Customer expectations of service
4. Customer perceptions of service
5. Using customer research to understant customer expectation
6. Building customer relationship
7. Service recovery
8. Service innovation and design
9. Customer-defined service standard
10. The serviscape
11. Employee's roles in service
12. Customer's roles in service
13. Managing demand and capacity
14. Pricing of services
15. The financial and economic impact of service
    

Readings/Bibliography

Zeithaml, Bitner, Gremler, Bonetti - Marketing dei servizi, McGraw-Hill, 2012

 

or English version

Zethaml, Bitner & Gremler - Services marketing, McGraw-Hill, 2018

Teaching methods

Classroom lectures and case discussion

Assessment methods

Writter exam with 1 open and 6 multiple choice questions.

Office hours

See the website of Giuseppe Cappiello

See the website of Hermann Graziano