Sylabus - Customer Cocreation in Services

Sylabus
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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.
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To demonstrate the relevance of the customer-to-customer (C2C)
relationship in service management.
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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