The concepts of service dimensional characteristics: SERVQUAL and Gronroos' models.
The perceived quality of services; gaps model; the principles of service quality measurement; the technical and functional quality.
The service quality loop, developing the service quality in an organisation.
The essence of services marketing, service contact.
Planning the service quality, analysis of the process of delivering service.
Designing service scenario - case study.
Service location; image of service organisation.
Service communication; managing direct service contact.
Service quality management; the role of the front staff.
Service quality control, monitoring and measuring service quality.
Measuring customer satisfaction.
Measuring customer loyalty.
Directions and methods of service improvement. Relationship marketing.
Total quality management in services in compliance with PN-EN ISO 9001:2009.
Quality management systems in compliance with ISO 9001:2008 in service organisation, process approach to quality management.
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