MARKETING V/I. Research Seminar Services Marketing

Transcription

1 MARKETING V/I Research Seminar Services Marketing Summer Term 2014 Department of Marketing Ilmenau University of Technology Anja Geigenmüller, Ph.D. Professor of Marketing Anja Geigenmüller, Ph. D., Professor of Marketing 1

2 Purpose Participating in a research seminar, students show 1. That they understand the relevance and core issues in a research field. 2. That they can explain core concepts and the relationships between them. 3. That they conclude on implications for marketing and management. 4. That they can derive management implications. Further, students prove 1. That they know the relevant literature. 2. That they can apply and integrate source material. 3. That they can organize their ideas and arguments in a correct, logic and compelling manner. 4. That they can document sources according to academic rules and style guides. Anja Geigenmüller, Ph. D., Professor of Marketing 2

3 Organization April 24 th Kick-off May 23 rd Pre-submission and review July 11 th Final submission Anja Geigenmüller, Ph. D., Professor of Marketing 3

4 Topics Enhancing Service Quality Relevance, Key Concepts, and Measures The Example of 1. Logistic Services. 2. IT Services. 3. Health Care Services. 4. Financial Services. 5. Public Transport Services. 6. Consulting Services. 7. Hospitality & Tourism Services. 8. Advertising & Promotion Services. 9. Real Estate Services. 10. Recreation Services. 11. Gambling Services. 12. Public & Governmental Services. Please note: Topics #1, 5, 7, and 10 have been already assigned. Anja Geigenmüller, Ph. D., Professor of Marketing 4

5 General Structure 1 Relevance and Research Aim Why is this topic important? What is the aim of this paper? How will this aim be accomplished? 2 Conceptual Background What is service quality? Which dimensions does service quality include? Which behavioral and economic consequences result from service quality? 3 Ways to Enhance Service Quality in Services Why is this industry of particular interest? Which measures do firms take in order to ensure service quality? How effective are these measures? 4 Conclusions and Implications What are today s challenges in managing service quality? What should service firms do in order to manage service quality effectively? Which research questions should be addressed in the future? Anja Geigenmüller, Ph. D., Professor of Marketing 5

6 Basic Resources Textbooks Lovelock, C. H. (2011). Services Marketing. People, Technology, Strategy. 7 global ed., Boston: Pearson. Zeithaml, V., Bitner, M. J., & Gremler, D. D. (2011). Services Marketing: Integrating Customer Focus Across the Firm. 5 intern. ed., Boston: McGraw-Hill Higher Education. Articles Brady, M. K., & Cronin Jr., J. J. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, 65(3), Heskett, J. L., Jones, T. O., Loveman, G. W., Strasser Jr., W. E., & Schlesinger, L. A. (1994). Putting the Service Profit Chain to Work. Harvard Business Manager, March/April, Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(2), Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), Anja Geigenmüller, Ph. D., Professor of Marketing 6

7 Search Tools Business Source Premier (via EBSCOHost) GoogleScholar University Library Discovery Tool Anja Geigenmüller, Ph. D., Professor of Marketing 7

8 Formatting and Style APA Style (see Publication manual of the American Psychological 5. ed., Washington, DC : American Psychological Association, 2001; University library signature: GWN CN 2500 P976(5); or Page limit: Maximum of 10 pages per student (excluding table of content, reference list, etc.) Margins: 2.5 cm on each side; page number on the bottom Font: Times New Roman, 12 pt Body text: 1.5 spaced, justified, paragraphs separated by a space Headings and subheadings: 12-point Times New Roman, bold, upper and lower cases Figures: Figures must be indicated ( Fig. n ), followed by a brief description Title page: (see the template; electronically available at the department s website) Amendment: Declaration that the work contains no material whose publication would violate any copyright or other personal or proprietary right of any person or entity, signed by the author(s). Anja Geigenmüller, Ph. D., Professor of Marketing 8

9 Important Dates Pre-Submission: (voluntary) Proposal of pages length (excluding the reference list) including: - The statement of the relevance of the topic. - The purpose of the paper. - The approach the paper takes to accomplish its aims. - A list of (potential) references. Submission as PDF-file via to mar-wm@tu-ilmenau.de by Friday, May 23 rd, 2014; subject: Research Seminar Final submission: Friday, July 11 th, 2014, (mandatory) as PDF and Word file, via to mar-wm@tu-ilmenau.de subject: Research Seminar Anja Geigenmüller, Ph. D., Professor of Marketing 9

10 Grading Content Structure Terms and definitions Conceptual clarity Consistency Rigor of conclusions and implications Style Quality of the literature review Citation Verbal accuracy Grammar Formatting (text, figures, etc.) Anja Geigenmüller, Ph. D., Professor of Marketing 10