Module Details

Module Code: HOSP7076
Title: Services Mktg& Cust Engagement
Long Title: Services Marketing & Customer Engagement
NFQ Level: Intermediate
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 8110 - Hospitality
Module Delivered in: 2 programme(s)
Module Description: This module enables the learner to identify the concepts and practice of services marketing and develop and implement customer engagement strategies within the services sector.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Translate the unique elements of services marketing and apply it within the tourism and hospitality sector.
LO2 Categorise the role of customer expectations and customer perceptions and their impact in the delivery of quality services.
LO3 Evaluate the interrelationships of employee - customer engagement in the design and delivery of services.
LO4 Analyse the importance of Customer Relationship Management (CRM) in building relationships and customer loyalty.
LO5 Investigate the role of Internal Marketing for developing competitive advantage in the marketplace.
LO6 Formulate systems that enable strong service recovery and customer feedback.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Introduction to Services and Consumer Decision Making
Distinct characteristics and perspectives in the service industry. Consumer decision making in services. Categories of service, high and low contact services, moments of truth, zone of tolerance, formation of expectations and influencing factors, customer perceptions, customer gap, service quality and application of Servqual model.
Service Design
Challenges in service design. Concepts of service, blueprinting, setting service standards, service redesign, growth of technology in delivering service.
Delivering and Performing Services - Employees
Service culture and leadership, service profit chain, boundary spanners ,emotional labour, sources of conflict , strategies for building high performance service teams - selection, empowerment, training, motivation and rewards, internal marketing.
Customer Relationship Marketing
Customer value and creation, customer satisfaction - loyalty relationship, strategies for building loyalty, creating and building loyalty, defections management, current trends in CRM within hospitality. Building sustainability in services.
Customer Feedback and Service Recovery
Managing service promises and delivery, impact of service failures, implementing service recovery strategies in hospitality, sources of customer feedback, customer feedback & service recovery in the digital age, implementing effective communications strategies.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 20
Timing Week 6 Learning Outcomes 1,2
Assessment Description
Service concepts, customer expectations, Customer perceptions and Service Quality
Assessment Type Project % of Total Mark 30
Timing Week 10 Learning Outcomes 3,4,5,6
Assessment Description
Application of Service theory within a tourism and hospitality perspective
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,4,5,6
Assessment Description
End of Semester Exam
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact In-class lectures Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Self-directed learning Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact In class lecture Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Self-directed learning Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Wilson A, Zeithaml V, Bitner J, Dwayne D. (2020), Services Marketing - Integrating Customer Service across the Firm, 4th. Mc Graw Hill, p.600, [ISBN: 978152684780].
  • Wirtz J, Lovelock C. (2021), Services Marketing - People , Technology, Strategy, 9th. World Scientific Publishing, p.684, [ISBN: 978194465982].
  • Malhotra N, Agarwal J. (2020), Customer Relationship Marketing: Theoretical and Managerial Perspectives, World Scientific Publishing Company, London, p.350, [ISBN: 978194465974].
Recommended Article/Paper Resources
  • Harvard Business Review, [ISSN: 178012].
  • Cornell Hospitality Quarterly, [ISSN: 19389655].
  • International journal of Contemporary Hospitality Management, [ISSN: 0959-6119].
  • International Journal of Hospitality Management, [ISSN: 0278 4319].
  • Journal of Services Marketing, [ISSN: 0887 6045].
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_OHMGT_8 Bachelor of Business (Honours) in Hospitality Management 5 Mandatory
CR_OHOMA_7 Bachelor of Business in Hospitality Management 5 Mandatory