MS3303 Service Quality Management

Part I

Course Duration: One Semester
Credit Units: 3
Level: B3
Medium of Instruction: English
Prerequisites: Nil
Precursors:
FB2200 Management Sciences I
FB2201 Management Sciences II
Equivalent Courses: Nil
Exclusive Courses: Nil


Part II

Course Aims:

This course introduces basic concepts of quality in order to enable students to manage quality in service industries. It also develops students’ analytical ability in using statistical tools for quality management, and provides an understanding of service quality improvement approaches and tools. 

Course Intended Learning Outcomes (CILOs)
Upon successful completion of this course, students should be able to:

No.

CILOs

Weighting

1

describe the quality of service: the five dimensions of service quality and the way they vary according to the characteristics of different products

1

2

measure the quality of service

1

3

design service for quality assurance

1

4

control the quality of service

1

5

improve the quality of service

1

Teaching and learning Activities (TLAs)
(Indicative of likely activities and tasks designed to facilitate students’ achievement of the CILOs. Final details will be provided to students in their first week of attendance in this course)

TLA1: Lecture

  • Lectures: Concepts and general knowledge of service quality management are explained.
     
  • Peer Learning: Students will be asked to work in a group of two or three peers to recap and answer questions on the major topics that they learned in the previous lecture.  They are required to share and present their answers to the class. 
     
  • Videos: Showing videos about business cases and scenarios.  Follow up with class discussion.

TLA2: Tutorial
Students may be required to team up with their classmates and participate in the following activities:-

  • Tutorial exercises and activities: Students respond to and participate in the in-class exercises and activities.  They are required to apply real life examples or their own service experiences to their learnt subjects.
     
  • Group discussion & case study: Discussion of various aspects of the assigned major issues or questions as well as the assigned case studies.

Constructive Alignment of CILOs and Teaching and Learning Activities

CILO No

TLA1: Lecture

TLA2: Tutorial

CILO 1

2

1

CILO 2

2

1

CILO 3

2

1

CILO 4

2

1

CILO 5

2

1

(1: Minor focus on the CILO; 2: Main focus on the CILO)

Constructive Alignment of CILOs and Assessment Methods

Assessment Tasks/Activities*
(Indicative of likely activities and tasks designed to assess how well the students achieve the CILOs. Final details will be provided to students in their first week of attendance in this course)

Remarks: 1 = Minor focus on the CILO; 2 = Main focus on the CILO

CILO

AT1

AT2

AT3

AT4

AT5

Group
Assignment

Mid-term Test

Case Study

Tutorial Exercises &
Activities

Written Examination
(2 hours)

1

 

1

2

1

1

2

 

1

2

1

1

3

1

1

2

1

2

4

1

 

2

1

2

5

1

 

2

1

2

Total

5%

15%

20%

10%

50%

Grading of Student Achievement:

AT1: Group Assignment

Letter Grade

Grade Point

Grade Definitions

 

A+
A
A-

4.3
4.0
3.7

Excellent:

Strong evidence of knowing how to apply the key concepts of managing services into real life service operations scenarios.

B+
B
B-

3.3
3.0
2.7

Good:

Evidence of knowing how to apply the key concepts of managing services into real life service operations scenarios.

C+
C
C-

2.3
2.0
1.7

Adequate:

Some evidence of knowing how to apply the key concepts of managing services into real life service operations scenarios.

D

1.0

Marginal:

Sufficient familiarity with the subject matter to enable the student to progress without repeating the assignment.

F

0.0

Failure:

Little or no evidence of familiarity with the subject matter.

AT2: Mid-Term Test

Letter Grade

Grade Point

Grade Definitions

 

A+
A
A-

4.3
4.0
3.7

Excellent:

Strong evidence of understanding the key concepts and definitions of the learned subject; capacity to analyse and synthesize; superior grasp of subject matter; evidence of extensive knowledge base.

B+
B
B-

3.3
3.0
2.7

Good:

Evidence of grasp of subject, some evidence of critical capacity and analytic ability; reasonable understanding of issues; evidence of familiarity with literature.

C+
C
C-

2.3
2.0
1.7

Adequate:

Student who is profiting from the university experience; understanding of the subject; ability to show some evidence of familiarity with literature.

D

1.0

Marginal:

Sufficient familiarity with the subject matter to enable the student to progress further.

F

0.0

Failure:

Little evidence of familiarity with the subject matter; limited or irrelevant use of literature.

AT3: Case Study

Letter Grade

Grade Point

Grade Definitions

 

A+
A
A-

4.3
4.0
3.7

Excellent:

Strong evidence of original thinking; good organization, capacity to analyse and synthesize; superior grasp of subject matter; evidence of extensive knowledge base.

B+
B
B-

3.3
3.0
2.7

Good:

Evidence of grasp of subject, some evidence of critical capacity and analytic ability; reasonable understanding of issues; evidence of familiarity with literature.

C+
C
C-

2.3
2.0
1.7

Adequate:

Some evidence of grasp of subject, little evidence of critical capacity and analytic ability; reasonable understanding of issues.

D

1.0

Marginal:

Sufficient familiarity with the subject matter to enable the student to progress without repeating the case report.

F

0.0

Failure:

Little evidence of familiarity with the subject matter; weakness in critical and analytic skills; limited or irrelevant use of literature.

AT4: Tutorial Exercises & Activities

Letter Grade

Grade Point

Grade Definitions

 

A+
A
A-

4.3
4.0
3.7

Excellent:

Clearly and correctly state most critical points and important contributions of the assigned exercises and activities. Discuss issues critically.  Draw significant and relevant implications to Hong Kong service sector. Good presentation skills. Strong evidence of familiarity with literature.

B+
B
B-

3.3
3.0
2.7

Good:

Clearly and correctly state some critical points and important contributions of the assigned exercises and activities. Discuss issues critically. Draw some relevant implications to Hong Kong service sector. Good presentation skills.

C+
C
C-

2.3
2.0
1.7

Adequate:

Clearly and correctly state some critical points and contributions of the assigned exercises and activities.

D

1.0

Marginal:

State a few critical points and contributions of the assigned exercises and activities.

F

0.0

Failure:

Little or no evidence of contributions of the assigned exercises and activities.

AT5: Written Examination

Letter Grade

Grade Point

Grade Definitions

 

A+
A
A-

4.3
4.0
3.7

Excellent:

Strong evidence of original thinking; good organization, capacity to analyse and synthesize; superior grasp of subject matter; evidence of extensive knowledge base.

B+
B
B-

3.3
3.0
2.7

Good:

Evidence of grasp of subject, some evidence of critical capacity and analytic ability; reasonable understanding of issues; evidence of familiarity with literature.

C+
C
C-

2.3
2.0
1.7

Adequate:

Student who is profiting from the university experience; understanding of the subject; ability to develop solutions to simple problems in the material.

D

1.0

Marginal:

Sufficient familiarity with the subject matter to enable the student to progress without repeating the course.

F

0.0

Failure:

Little evidence of familiarity with the subject matter; weakness in critical and analytic skills; limited or irrelevant use of literature.

I

Incomplete

A grade of incomplete may be granted (1) where there are extenuating circumstances that have prevented a student from completing required work, or attending the examination; (2) at the discretion of the Assessment Panel. Where an "I" grade is assigned, the Assessment Panel will approve a schedule for the completion of work, or a supplementary examination. An "I" grade will be converted into a "F" grade four weeks after the "I" grade is first reported to the Academic Regulations and Records Office, unless an alternative grade has been assigned.


Part III

Keyword Syllabus:

Fundamental Concepts of Quality
Definition of quality.  Dimensions of quality.  Cost of quality.  Motivation for quality.  Management philosophy of quality gurus, e.g. Deming, Juran and Crosby.

Approaches and Tools
Basic tools (the “Magnificent Seven”). New seven tools. Quick and simple statistical techniques.  Basic SPC tools.

Tools and Techniques for Improving Service Quality
Service gaps analysis.  QFD Quality function deployment. SERVQUAL and its applications.  Service Recovery. Taguchi method.

Models for Continuous Improvement
Interpretation ISO9000 in Service Industries.  The Japanese Quality Revolution.  Six-sigma.

 

Related Links
Department of Management Sciences