Class Service and Experience Design

This curricular unit aims to empower students to design and optimize services and experiences that meet user needs, fostering meaningful connections between consumers and organizations.

Not applicable

1. Introduction 1.1 Concept 1.2 Difference between products and services 1.3 The dominance of service logic 1.4 Extended mix for services 2. Understanding the service system elements 2.1 Physical evidence and the service environment 2.2 The role of contact personnel in the service 2.3 The role of customers in service delivery 3. Quality management in services 3.1 Consumer behavior 3.2 The perceived quality model 3.3 The Gap analysis 4. Service Recovery 4.1 Service recovery versus complaints 4.2 Service recovery principles 4.3 Service recovery timing 5. Service productivity management 5.1 The relationship between productivity, quality, customer participation and demand 5.2 The management trap 6. Service development 6.1 The increased service 6.2 Service design 6.3 Balance between demand and production capacity 7. Distribution of services through physical and electronic channels 8. Price and communication of services

The curricular unit will be taught through the exposition of theoretical contents (expository method), followed by the analysis and resolution of case studies (demonstrative method). To promote greater student involvement in the acquisition of knowledge and skills, different case studies will be distributed for resolution and analysis.

Grönroos, C. (2016). Service management and marketing: managing the service profit logic (4th Ed.). Wiley. ISBN: 9781119092858. Langeard, E. & Eiglier, P. (2007). Servuction - a gestão de marketing de empresas de serviços. Mc Graw-Hill ISBN: 9789729241260 Wirtz, J., & Lovelock, C. (2016). Services marketing: people, technology, strategy (8th Ed.). World Scientific Publishing. ISBN: 978 1944659011. Zeithaml, V., Bitner, M. & Gremler, D. (2017). Services marketing: integrating customer focus across the firm (7th Ed.). McGraw Hill. ISBN: 978-0078112102