課程大綱 Syllabus |
學生學習目標 Learning Objectives |
單元學習活動 Learning Activities |
學習成效評量 Evaluation |
備註 Notes |
序 No. | 單元主題 Unit topic |
內容綱要 Content summary |
1 | Introduction to Service |
Introduction to Service |
服務科學基本介紹 |
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2 | Consumer Expectations of Service |
Meaning and Types of Service Expectations
Factors that Influence Customer Expectations of Service
Issues Involving Customers’ Service Expectations
服務科學個案討論1 |
了解消費者對於影響服務期望的因素與個案探討 |
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3 | Consumer Perceptions of Service |
Customer Perceptions
Customer Satisfaction
Service Quality
Service Encounters
服務科學個案討論2 |
了解顧客接觸服務的感知與過程,以及個案討論 |
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4 | Listening to Customers through Research |
Using Marketing Research to Understand Customer Expectations
Elements in an Effective Services Marketing Research Program
Model Services Marketing Research Programs
服務科學個案討論3 |
以行銷研究的方法了解顧客對服務的期望與個案討論 |
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5 | Build Customer Relationships |
Relationship Marketing
Relationship Value of Customers
Customer Profitability Segments
Relationship Development Strategies
Relationship Challenges
服務科學個案討論4 |
了解如何與顧客建立關係與個案討論 |
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6 | Service Innovation and Design |
Challenges of Service Innovation and Design
New Service Development Processes
Stages in Service Innovation and Development
Service Blueprinting
High-Performance Service Innovations
服務科學個案討論5 |
創新的服務設計與發展,以及個案討論 |
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7 | Service Recovery(1) |
The Impact of Service Failure and Recovery
How Customers Respond to Service Failures
Service Recovery Strategies
Service Guarantees |
瞭解在服務提供過程中面對失誤處理的重要性 |
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8 | 企業參訪 |
安排參訪服務型企業 |
藉由實際走訪企業能對企業經營有更多深入的瞭解 |
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9 | 期中考 |
期中考試 |
評量學生的學習成效 |
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10 | Service Recovery(2) |
The Impact of Service Failure and Recovery
How Customers Respond to Service Failures
Service Recovery Strategies
Service Guarantees |
瞭解在服務提供過程中面對失誤處理的重要性 |
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11 | Customer Defined Service Standards |
Factors Necessary for Appropriate Service Standards
Types of Customer-Defined Service Standards
Development of Customer-Defined Service Standards
服務科學個案討論6 |
如何建立服務的標準程序與個案討論 |
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12 | Physical Evidence and the Servicescape |
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding Servicescape Effects on Behavior
服務科學個案7 |
瞭解服務場域對服務提供者與接受者的影響 |
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13 | Employees’ Roles in Service Delivery |
Service Culture
The Critical Importance of Service Employees
Strategies for Delivering Service Quality Through People
Customer-Oriented Service Delivery
服務科學個案8 |
企業的服務文化建立與服務人員扮演的角色,以及個案討論 |
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14 | Customers’ Roles in Service Delivery |
The Importance of Customers in Service Cocreation and Delivery
Customers’ Roles
Self-Service Technologies
Strategies for Enhancing Customer Participation
服務科學個案9 |
資訊科技在服務過程中扮演的角色與個案討論 |
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15 | Delivering Service Through Intermediaries & Electronic Channels |
Service Distribution
Direct or Company-Owned Channels
Franchising
Agents and Brokers
Electronic Channels
Common Issues Involving Intermediaries
Strategies for Effective Service Delivery Through Intermediaries
服務科學個案10 |
服務提供的管道與經營 |
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16 | Integrated Services Marketing Communications(1) |
The Need for Coordination in Marketing Communication
Key Service Communication Challenges
Five Categories of Strategies to Match Service Promises with Delivery |
服務行銷傳播的探討 |
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17 | 專案實作報告 |
服務科學期末專案實作報告 |
深刻瞭解服務規劃與設計 |
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18 | 期末考 |
期末考試 |
評量學生的學習成效 |
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