20 credits at level HE5
This module seeks to explore the concepts of customer orientation and service quality in order to set the context within which organisations can achieve their objectives.
Summary of Aims
1.To create an understanding of the fundamental need to satisfy customers in order for organisations to achieve their objectives.
2.To establish how organisations begin to gain information to enable them to understand customers.
3.To demonstrate how organisations respond to such information in order to ensure organisational objectives are achieved.
4.To explore principles and systems of quality management that facilitate customer satisfaction.
The business context
-The dynamics of the business environment. Recent changes in the business environment which have led to the rise in the service quality movement.
Customer orientation and the marketing concept
-Definition of customer orientation. The rationale for a customer orientated approach. The marketing concept.
Understanding the customer
-Understanding consumer behaviour. Techniques in market and marketing research, focusing on the role and use of secondary research. The role of critical success factors. The philosophy and bases of segmentation and targeting consumers.
The move towards service quality/differentiation
-The concept of service quality. The service quality movement. Service quality as a method of differentiation.
Dimensions of quality
-Dimensions of quality from an organisational and customer perspective.
Quality within the structure and operation of the organisation
-Critical processes within the organisation. Design and layout of the service provision. Adding value through improved linkages. Organising for service quality. The move away from output management to zero variation.
Monitoring and controlling quality
-Quality assurance and control. Total quality management.
Learning sessions will be used to introduce and discuss key concepts, which will be reinforced by seminars and workshops which will explore case studies and practical exercises.
The first assignment will be designed to assess the students understanding of issues relating to the customer and quality.
The second assignment will focus on the student's application of the theory to the workplace and
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Understand how the changing dynamics and nature of the business environment has led to a rise in the service quality movement||Explain how the changing dynamics and nature of the business environment has led to a rise in the service quality movement|
|2.||Understand concepts and principles associated with the customer and quality||Define and apply concepts and principles associated with the customer and quality|
|3.||Understand the key techniques of quality management to the workplace||Relate the key techniques of quality management to the workplace|
|4.||Understand the relevance of theoretical techniques to practical situations||Apply theoretical techniques to practical situations|
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||Theoretical issues||Practical workplace application|
Before taking this module you must have successfully completed the following:
You cannot take this module if you are taking or have taken:
Zeithaml, V. A. and others. (1990) Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York, Free Press.
Gale, B. T. (1994) Managing Customer Value: Creating Quality and Service that Customers Can See. New York, Free Press.
Barsky, J.D., (1995), World-Class Customer Satisfaction, N J: Irwin Professional Publishing.
Thompson, H. (2004) Who Stole My Customer?? Winning Strategies for Creating and Sustaining Customer Loyalty, Pearson.
Jenkins, M. (1997) Mark The Customer Centred Strategy Pearson.
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