This article examines how the "services revolution" has challenged existing assumptions underpinning marketing, operations, and human resource education. A framework is developed, using the "House of Quality" technique, to plan and implement a marketing course that is responsive to the challenges of services and illustrates the integrative educational approach required.
Get full access to this article
View all access options for this article.
References
1.
Albrecht, K. , and R. Zemke (1985). Service America: Doing Business in the New Economy. Homewood, IL: Dow-Jones Irwin.
2.
Bateson, J.E.G. (1992). Managing Services Marketing: Text and Readings. Orlando, FL: Dryden Press.
3.
Berry, L.L. , and A. Parasuraman (1991). Marketing Services: Competing through Quality. New York: Free Press.
4.
Bitner, M.J. , B.H. Booms, and M.S. Tetreault (1990). "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents."Journal of Marketing, 54 (January): 71-85.
5.
Bitner, M.J. , S.W. Brown, and R.P. Fisk (1993). "Tracking the Evolution of the Services Marketing Literature."Journal of Retailing, 69 (Spring): 61-103.
6.
Bloom, B.S. (ed.) (1954). Taxonomy of Educational Objectives, Cognitive Domain. New York: McKay.
7.
Booms, B.H. , and M.J. Bitner (1981). "Marketing Strategies and Organization Structures for Service Firms." In 1981 AMA Special Educators' Conference Proceedings: Marketing of Services, edited by J.H. Donnelly and W.R. George. Chicago: American Marketing Association, pp. 47-51.
8.
Chase, R.B. (1981). "The Customer Contact Approach to Services: Theoretical Bases and Practical Extensions."Operations Research, 21 (4): 698-705.
9.
Cronin, J.J. , and S.A. Taylor (1992). "Measuring Service Quality: A Re-examination and Extension."Journal of Marketing, 56 (July): 55-68.
10.
Downs, B.T. , and J.R. Grout (1993). "Using Quality Function Deployment to Design a Cross-Functional Quality Curriculum." In 1993 Proceedings of the Decision Sciences Institute. Atlanta, GA: Decision Sciences Institute, pp. 313-315.
11.
Evans, J.R. , and W.M. Lindsay (1993). The Management and Control of Quality. Minneapolis-St. Paul: West Publishing.
12.
Gabelnick, F. , J. McGregor, R. Matthews, and B.L. Smith (1990). Learning Communities: Creating Connections among Students, Faculty and Disciplines. San Francisco: Jossey-Bass.
13.
Graff, G. (1991). "Colleges Are Depriving Students of a Connected View of Scholarship."Chronicle of Higher Education, 13 February,
14.
Hauser, J.R. , and D. Clausing (1988). "The House of Quality."Harvard Business Review, May-June: 63-73.
15.
Heskett, J.L. , W.E. Sasser Jr., and C.W.L. Hart (1990). Service Breakthroughs: Changing the Rules of the Game. New York: Free Press.
16.
IMI (1985). "Scandinavian Airlines System SAS (A)."Geneva, Switzerland: International Management Institute.
Langeard, E. , J.E.G. Bateson, C.H. Lovelock, and P. Eiglier (1981). Services Marketing: New Insights from Consumers and Managers. Cambridge, MA: Marketing Science Institute.
Maier, N.R.F. (1967). "Assets and Liabilities in Group Problem Solving: The Need for an Integrative Function."Psychological Review, 161: 239-249.
21.
Parasuraman, A. , V.A. Zeithaml, and L.L. Berry (1985). "A Conceptual Model of Service Quality and Its Implications for Future Research."Journal of Marketing, 47 (Fall): 41-50.
22.
Perry Jr., W.G. (1970). Forms of Intellectual and Ethical Development in the College Years: A Scheme. New York: Holt, Rinehart and Winston.
23.
Perry Jr., W.G. (1981). "Cognitive and Ethical Growth: The Making of Meaning." In The Modem American College, edited by Arthur Pickering and Associates. San Francisco: Jossey-Bass, pp. 76-116.
24.
Porter, L.W. , and L.E. McKibbin (1988). Management Education and Development: Drift or Thrust into the 21st Century?New York: McGraw-Hill.
25.
Shostack, G.L. (1987). "Service Positioning through Structural Change."Journal of Marketing, 51 (January): 34-43.
26.
Thomson, K. (1991). "Learning at Evergreen: An Assessment of Cognitive Development."The Evergreen State College Assessment Study Group. Olympia, WA: Evergreen State College.
27.
Zeithaml, V.A. , A. Parasuraman, and L.L. Berry (1985). "Problems and Strategies in Services Marketing."Journal of Marketing, 49 (Spring): 33-46.
