Sylabus - Customer Cocreation in Services
Transkrypt
Sylabus - Customer Cocreation in Services
Sylabus Nazwa przedmiotu: Kod przedmiotu: Blok: Punkty ECTS: Wydział: Nadzorowane przez katedrę: Specjalności: Semestr/y: Wymiar: Prowadzący: Cel przedmiotu: Przedmioty poprzedzające: Wykład 1: Wykład 2: Wykład 3: Wykład 4: Wykład 5: Wykład 6: Wykład 7: Wykład 8: Wykład 9: Wykład 10: Wykład 11: Wykład 12: Wykład 13: Wykład 14: Wykład 15: Zalecana literature: Metoda zaliczenia: Język wykładowy: Customer Co-creation in Services: a C2C perspective SS IV 2,5 Zarządzania Usług Zarządzanie usługami 5 30 Dr hab. Richard Nicholls To provide a broad understanding of the customer’s role in service • production, delivery and consumption. • To demonstrate the relevance of the customer-to-customer (C2C) relationship in service management. • To develop the ability to think strategically about managing C2C interaction. Introduction to course. Co-creation and customer participation (CP): co-creation theory, CP forms, CP in service models, conception of the customer as a human resource, levels of CP, and motivation to participate. The Customer-to-Customer Relationship – an overview: an exploration of the broad scope of C2C. On-site CCI: meaning, direct and indirect CCI, scale, impact of social trends, service classifications and CCI, and characteristics of CCI-intense services. Detecting CCI: data gathering methods, and key CCI studies. Classifying CCI: purpose, categories and sub-categories, role of situational factors, and other insights. Planning and designing CCI projects. Managing CCI: strategy, design and technology. Managing CCI: a human resource perspective. CCI-driven services: CCI-based service concepts, illustrations, managerial implications. Electronic Customer-to-Customer Interaction (e-CCI): meaning, types, and applications. Word-of-mouth: sources, importance, and consumerism. CCI – a goods perspective: brand communities, product contagion, and brand-hijacking. Presentation of CCI projects Summary lecture. 1. Nicholls, R. (2005), Interactions between Service Customers: Managing On-site Customer-to-Customer Interactions for Service Advantage, Poznań: The Poznań University of Economics Publishing House. 2. Prahalad, C.K. and Ramaswamy, V. (2004), The Future of Competition, Boston: Harvard Business School Press. Project English