Service Quality and Strategy

 

Audience: Senior Executives
Duration: 4 hours
Location: Miami Business School, University of Miami

Overview

With increasing and intensifying competition in virtually every sector, firms are keen on identifying and capitalizing on key factors that differentiate between successful and unsuccessful firms. One of thosekey factors is a firm’s customer-servicestrategy. In developing service strategy, it is important to note that customers are the sole judge of service quality. Customers assess service by comparing the service they receive (perceptions) with the service they desire (expectations). A company can achieve a strong reputation for quality service only when it consistently meets the service expectations of its customers.

Miami Business School has created a four-hour module for executivesthat focuses on key elements of a service-quality-based strategy. This module focuses on the basics of service qualityand how a company can leverage it effectively to attain and sustain success.Knowing what customers expect is, of course, only part of the challenge in developing an effective service strategy. The module answers a fundamental question: What must every company interested in improving service do to actually improve it? Specifically, it addresses the following topics and elaborates on them with examples, applications and exercises:

The module is taught by faculty experts whohave researched the topics and have extensive experience working with firms.

Faculty


A. Parasuraman

A. Parasuraman ("Parsu") is a Professor and Holder of the James W. McLamore Chair in Marketing at Miami Bsuiness School, University of Miami. His interests are in services marketing; service quality measurement; the role of technology in customer service; marketing research methodology/model building; and marketing management and strategy.He is one of the top ten scholars in marketingand a world-renowned expert onservice quality and strategy.

 

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