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COURSE SYLLABUS
Spring 2007
CUSTOMER SERVICE MANAGEMENT IN THE HOSPITALITY INDUSTRY
Instructor: 葉榮茂 / Ronnie Yeh, Ph.D.
Email: jyeh@csulb.edu
Textbook: Ford & Heaton (2000) Managing the Guest Experience in
Hospitality. Delmar. Yeh, R. (Spring 2007). Course Packet.
Course Objectives:
*Define customer service management and guest relations as related to the
hospitality foodservice and hotel industry.
*Discuss the importance of quality service management in the hospitality
foodservice and hotel industry.
*Differentiate between service and products.
*Describe customer/guest perception of value in the products and service
offered by hospitality companies.
*Elaborate on historical and current trends in customer service management.
*Differentiate between customer/guest expectations and satisfaction.
*Describe the relationship between customer expectations and satisfaction.
*Explain factors related to the promotion of customer satisfaction.
*Define “moments of truth.”
*List examples of moments of truth in a guest’s stay at a restaurant or hotel.
*Discuss techniques in the delivery of customer service.
*Discuss issues related to providing service to a diverse customer base
（multicultural, disabled, age related, etc.).
*Elaborate on customer/guest relationship management.
*Identify factors to consider when determining the value of a loyal guest and
the costs of guest dissatisfaction.
*Discuss marketing strategies for enhancing customer/guest relations.
*Explain the value of perceiving employees as internal customers in the
hospitality foodservice and hotel industries.
*Discuss the impact of employee satisfaction and dissatisfaction on customer
service and guest relations.
*Outline leadership skills needed to effectively promote and deliver quality
service.
*Discuss interpersonal skills utilized in managing customer service and guest
relations.
*Explain the relationship between the hiring and training process and quality
service in the hospitality foodservice and hotel industry.
*Explain how managers can empower employees to meet the needs of guests and
customers.
*Discuss the use of team building and staff coaching in managing the quality of
customer service.
*Apply methods for assessing the quality of customer service and guest relations
in various commercial and community settings.
*Elaborate on the use of continuous quality improvement techniques in
managing customer service in the foodservice and lodging industries.
*Develop an action plan for improving customer service and guest relations.
*Describe the importance of organizational commitment in achieving an effective
service strategy.
Exam Policies:
‧Tests must be taken on scheduled dates. Alternate dates can be arranged
only if the student has family emergency, illness, or any legitimate reason.
The instructor will request the proof of absence.
‧Materials for tests will be taken from both lectures and texts.
‧All students must take the Final Exam at the specified date and time as
listed in the Course Schedule. It is the responsibility of the student to
note the correct time, date and location of the Final Exam.
In-Class Assignments- 50 points (12.5%)
These assignments will be administered as needed in class for better
comprehension of material. These will include such things as in-class
activities, in-class discussions, or quizzes.
Theme for Hospitality (5 typed pages, double spaced-APA style) - 100 points (25%)
Each group will present information on creating a theme for hotel, restaurant, country club, or any other hospitality business. The theme must be innovative and creative to provide a so called service environment or setting for a unique and positive guest experience (see chapters 1 & 3).
A unique theme, decoration, food, server, service delivery system, etc, can give your customers a new, different, and positive experience that will encourage them to return for future business and to inform others about it.
A theme can be Jail, U.N. Hotel, Toilet Setting, etc. Your group will need to elaborate and explain in details as to how the theme is done and operated in the presentation and paper.
This project can turn into a practical and feasible idea for your future business.
Note. A group presentation date will be assigned in the beginning of the semester, and the written report will be due on the presentation date.
Field Experience Paper -50 points (12.5%)
"Customer Service Field Experience"
Your assignment during the semester is to patronize a full-service restaurant or stay at a full-service hotel. Your assignment will be to write about your experience as a customer. I recommend you take notes during the experience as details often fade over time. Take notice and address in your paper particulars about the service you received. Points addressed should include (but not be limited to):
‧What about the service did you like? What made you feel good as a customer
enough to recommend this establishment to your friends? List at least three
points that you liked.
‧What about the service did you dislike? What made you feel bad or
uncomfortable as a customer enough that it might cause you to think twice
about returning to this establishment? List at least three points that you
disliked.
‧Did the service associate refer to you by name?
‧As a customer, what was you overall impression? Will you return? Was the
service at the level you would expect for the price paid? Please provide:
* Name of Establishment
* Date, Day of week, Time
* Name of Service Associate(s)
* Business Level at the time you visited the establishment. Your paper should
be 2-3 pages in length and double-spaced. Again, your paper should be written
from the customer’s point of view. Your paper is due on June 22 at the
beginning of class. Papers turned in late will have one grade deducted for
each day late.
Exams- 200 points
Midterm – 100 points (25%).
Final – 100 points (25%).
Bonus points
Involvement: attend some kind of extra-class activity relative to the
hospitality industry. Student associations and outside activities are
acceptable upon the instructor’s approval. The students must submit a one
page typed summary at the end of the activity regarding the learning
experience.
Class Participation
Class participation is expected at all class sessions. Your participation in
discussions and activities is an important component of this course. If for
any reason you anticipate missing a class or leaving a class earlier for a
legitimate reason, you must notify the instructor well in advanced so
adjustments can be taken into account. 20 points for each absence will be
deducted from total course score. Higher grades cannot be expected unless
the student has actively participated in class.
Assignment Policies
All assignments will be given a due date and must be turned in at the beginning
of class on the due date. Assignments turned in late will be penalized one full
letter grade for each day they are late unless you notify the instructor well
in advanced so adjustments can be taken into account.
It is recommended that you find a “buddy” within the classroom. This is a
fellow student in the class that you can contact if you will be absent and
wish to notify the instructor, or if you are absent and need to inquire about
class information. A class list with phone numbers may be created and
distributed.
Withdrawal Policy:
Refer to the current schedule of classes for withdrawal policy and dates.
General Regulations and Procedures:
Refer to the “General Regulations and Procedures” in the Catalog.
Disability Accommodation:
It is the student’s responsibility to notify the instructor in advance of
the need for accommodation of a disability or of the expected dates of
predictable excused absences.
Course Grading: 90-100% A, 80-89% B, 70-79% C, 60-69% D, 59-0% F
COURSE OUTLINE
This is a tentative outline and subject to change. It is the student’s
responsibility to note the changes as announced in class.
6/1 Discuss syllabus and course expectations, & Chapter 1, 2, 3, 4
6/8 Chapter 5, 6, 7, 8, video presentation, & Test Review
6/15 Midterm Exam, Chapter 9, 10, 11, & Group Presentation 1
6/22 Chapter 12, 13, 14, Group Presentation 2, Test Review, & Field
Experience Project Due
6/29 Group Presentation 3, 4, 5, 6, 7, & Final Exam
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