Module title: Customer Service and Care

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: TSM08113
Module leader: Lynn Waterston
School The Business School
Subject area group: Tourism and Languages
Prerequisites

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2018/9, Trimester 1, Face-to-Face,
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Lynn Waterston
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
LO1-5: Each taught input uses a variety of methods including lectures, group discussions and activities in order to foster active and collaborative student learning. Audio-visual resources, case studies and role plays are used to help students relate theory to practice. Directed reading and other study tasks encourage more personalised learning, as does the research and preparation required by the module assessment, which empowers students to take responsibility for their own investigation. Learning is further supported by industry visits.

Embedding of employability/PDP/scholarship skills
LO1-5: The range of teaching and learning approaches used within the module is designed to not only encourage deeper learning, but also to develop skills such as information retrieval, interpretation and analysis, and oral and written presentation styles. The close alignment of the module to industry through, for example, the use of guest speakers, and the need for students to undertake primary research for the module assessment, helps embed such skills as scholarship, critical thinking, oral communication, information retrieval and academic literacy.

Assessment (formative and summative)
LO1-5: Both formative and summative assessment is based upon the preparation of an Individual Report. The student is required to make contact with a hospitality operation, or other similar type of service business, and subsequently critically review approaches towards customer service and care, and the achievement of customer value and satisfaction. An initial Outline Report is requested in Week 6 to help ensure the student proceeds to the main assessment with appropriate academic guidance and support. A series of assessment workshops are also run in order to provide further support to students. Class tests and other forms of informal formative assessment are also incorporated into the module to underpin student learning.

Research/ teaching linkages
LO1-5: All members of the module teaching team undertake scholarly activity relating to the development and improvement of customer service and care within the hospitality industry, and related areas of service provision. The design of the assessment fosters exchange and discussion of individual students’ research findings in class throughout the module. The assessment is heavily dependent upon structured and focused student research.

Supporting equality and diversity
The nature of the module and its content is such as not to present obstacles or barriers to student accessibility. All module materials are made available on WebCT. Timetabled academic supervision is available each taught week of the module to support students, and arrangements can be made to accommodate special needs as required.

Internationalisation
Whilst the module is primarily taught in the United Kingdom context, due consideration is given to related trends and developments in Europe and further afield. International students are actively encouraged to bring their individual social and cultural knowledge and experience to class, as well as industrial examples drawn from their home countries. Moreover, international students are positively encouraged to address the module assessment in the context of their home country and industry.


Formative Assessment:
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Summative Assessment:
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Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Tutorial 16
Other Guided independent study 16
Independent Learning Guided independent study 162
Total Study Hours194
Expected Total Study Hours for Module194


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 25 1-2 6 HOURS= 0, WORDS= 600
Report 75 All 15 HOURS= 0, WORDS= 1750
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

Definition, characteristics and variables of customer service and care. Service quality and its relationship with service and care. Consumer choice and behaviour. Service design and delivery. Customer service and care systems and standards. Special needs provision. Role of front-line staff. The service experience model. Customer service transaction models. Consumer gap theory. Social, listening and communication skills. Organisational culture. Implementation issues and skills. Handling complaints. Customer value and satisfaction. Customer feedback.

Learning Outcomes for module:

LO1: Relate the fundamental characteristics and variables of customer service and care, and their relationship with quality, to the hospitality context.
LO2: Describe how customers make decisions in terms of purchasing products and services.
LO3: Demonstrate an understanding of the nature of service design and delivery, and its significance for service providers and consumers.
LO4: Explain the role of the front-line employee, and the inherent challenges which he or she faces, in delivering customer service and care.
LO5: Examine operational practices designed to maximise customer value and satisfaction.

Indicative References and Reading List - URL:

Core - BOWIE AND BUTTLE (2011) HOSPITALITY MARKETING – PRINCIPLES AND PRACTICE, 2nd ed.
Recommended - COOK (2008) CUSTOMER CARE EXCELLENCE: HOW TO CREATE AND EFFECTIVE CUSTOMER: LONDON: KOGAN-PAGE, 5th ed.
Recommended - DAFFY (2001) ONCE A CUSTOMER, ALWAYS A CUSTOMER: DUBLIN: OAK TREE PRESS, 3rd ed.
Recommended - GOONROOS SERVICE QUALITY: THE SIX CRITERIA OF GOOD PERCEIVED SERVICE QUALITY. (1998) : THE EL PASO BUSINESS REVIEW Vol. 9, 9th ed.
Recommended - THE INSTITUTE OF HOSPITALITY
Recommended - INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
Recommended - INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
Recommended - JOURNAL OF HOSPITALITY AND TOURISM
Recommended - TOURISM AND HOSPITALITY RESEARCH
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