The course primarily serves to familiarise students with the basic decision-making problems of service marketing and the most important instruments for planning and quality assurance of services in the hotel industry.
The students

• can explain the importance of service process management for quality assurance and apply service blueprinting for process description to hotel processes.
• can explain the direct and indirect complaint management process.
• can explain important customer loyalty measures and customer recovery measures in the hotel industry.
• can describe the customer relationship life cycle and the essential elements. They
• can explain the influence of employee and customer orientation on economic success (service profit chain) and describe the importance of customer satisfaction for service companies.
• understand the management requirements in the phase-related consideration of hotel services (potential, process and result phase).
• can explain the constitutive characteristics of services and describe their effects in the hotel industry.

none

The following topics/contents will be covered in the course:

• Process management for services based on the use of service blueprinting in hotel operations as well as standard operating procedures (SOPs)
• Basics of quality and process management, quality manuals
• Complaint management
• Customer loyalty and customer recovery management
• Customer relationship life cycle, importance of customer satisfaction as well as customer loyalty and their occurrence and effects in the hotel industry
• Service profit chain according to Heskett et al. and its implications (customer and employee orientation, customer and employee satisfaction, customer and employee loyalty, economic success)
• Constitutive characteristics of services and their impact on the management of hotel operations.

Bruhn, M. (Hrsg.) (2010): Qualitätsmanagement für Dienstleistungen. Grundlagen - Konzepte - Methoden, Berlin: Springer.
Bruhn, M., Meffert, H., & Hadwich, K. (2019). Handbuch Dienstleistungsmarketing: Planung-Umsetzung-Kontrolle. Berlin: Springer-Verlag.
Dreyer, A., & Dehner, C. (2010). Kundenzufriedenheit im Tourismus. München: Oldenbourg Wissenschaftsverlag.
Fließ, S. (2009): Dienstleistungsmanagement: Kundenintegration gestalten und steuern, Wiesbaden: Gabler Verlag.
Fließ, S. (2006): Prozessorganisation in Dienstleistungsunternehmen, Stuttgart. Kohlhammer.
Gardini, M.A. (2009): Handbuch Hospitality Management, Frankfurt am Main: Deutscher Fachverlag.
Gardini, M.A. (2019): Grundlagen der Hotellerie und des Hotelmanagements. Hotelbranche - Hotelbetrieb - Hotelimmobilie. 3. überarbeitete Aufl. München: Oldenbourg Verlag.
Grönroos, C. G. (2007): Service Management and Marketing: Customer Management in Service Competition, 3rd Edition, Chichester.
Henschel, K./Gruner, A./Freyberg, B. (Hrsg.) (2018): Hotelmanagement. 5. Auflage. München: Oldenbourg Wissenschaftsverlag GmbH
Heskett, J./Jones, T./Loveman, G./Sasser, W. (1994): "Putting the Service-Profit Chain to Work", Harvard Business Review, 72 (March/April), 164-174.
Lauer, T. (2011): Bonusprogramme: Rabattsysteme für Kunden erfolgreich gestalten. Berlin: Springer-Verlag.
Lovelock, C. /Wirtz, J. (2010): Services Marketing, Global Edition, 7th edition, Pearson Education.
Maleri, R./Frietzsche, U. (2008): Grundlagen der Dienstleistungsproduktion, 5. Auflage, Berlin: Springer.
Meffert, H./Bruhn, M. & Hadwich, K.(2015): Dienstleistungsmarketing. Grundlagen - Konzepte - Methoden, 8. Auflage, Wiesbaden: Springer Gabler Verlag.
Neu, M., & Günter, J. (2015). Erfolgreiche Kundenrückgewinnung: verlorene Kunden identifizieren, halten und zurückgewinnen. Berlin: Springer-Verlag.
Stauss, B. (2011). Feedbackmanagement. In Hippner, H., Becker, J., Binder, J., Boenigk, S., Hubrich, B., & Wilde, K. D. (Hrsg.).Grundlagen des CRM (S. 441-473). Wiesbaden: Gabler Verlag.
Stauss, B., & Seidel, W. (2014): Beschwerdemanagement: unzufriedene Kunden als profitable Zielgruppe. Carl Hanser Verlag.
Zeithaml, V./Bitner, M./Gremler, D. (2009): Services Marketing: Integrating Customer Focus Across the Firm, International Edition, 5th ed., New York: McGraw-Hill.

Interactive technical and application-oriented lecture and discussion, group presentations on processes

Integrated module examination
Assessment type: Continuous assessment
Assessment method/s: The course "Service management and processes" is assessed on the following basis:

• written final exam
• Test and assignments