Strategic Management in Hospitality

Main Topics of Study:

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

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