O objetivo geral deste curso é proporcionar aos alunos uma abordagem integrada sobre o conceito de Serviço em empresas a partir das lentes das operações em serviços, fornecendo ferramentas, desenvolvimento de habilidades e perspectivas de oportunidades de carreira.
O processo de avaliação requer uma taxa de 90% de frequência das aula e inclui:- Participação na aula, assiduidade e relatórios individuais (individuais) (10%);- Casos curtos e trabalhos de grupo (grupo) (20%)- Projeto final sobre um caso de estudo (grupo) (20%)- Teste escrito (individual) (50%)Para ter sucesso na avaliação contínua, os alunos devem pontuar pelo menos 8 valores em cada componente de avaliação e atingir como tal uma nota final de pelo menos 10 valores.
Bibliografia Obrigatória
- Johnston, R., Clark, G. and M. Shulver (2012), Service Operations Management - improving service delivery, 4th edition. Pearson. (textbook);- lesson slides;- seminal articles to support each class.
Bibliografia Opcional
- Allmendinger, G. (2005). Four strategies for the age of smart services. HarvardBusiness Review, Vol. 83 No. 10, pp. 131-45.- Arnould, E. J. and Price, L. L. (1993). River Magic: Extraordinary Experienceand the Extended Service Encounter, Journal of Consumer Research, 20(1), 24-45.- Berry, L. et al. (2006). Creating New Markets Through Service Innovation, SloanManagement Review, Vol. 47, No. 2.- Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings onCustomers and Employees, Journal of Marketing 56 (2), 57-71.- Bitner, M. J., A. L. Ostrom, and F. Morgan. 2008. Service Blueprinting: APractical Technique for Service Innovation. California Management Review 50(3), 66-94.- Boynton (2011). Are You an "I" or" T"? Forbes Magasin. US- Buchanan, R. 1992. Wicked problems in design thinking. Design Issues, 8(2):Spring, 5-21.- Buyya, R., Yeo, C.S. and Venugopal, S. (2008). Market-oriented cloudcomputing: Vision, hype, and reality for delivering IT services as computingutilities. Proceedings of the 10th IEEE International Conference on HighPerformance Computing and Communications.- Cronin, J.J. and Taylor, S.A. (1994). SERVPERF Versus SERVQUAL -Reconciling Performance-Based and Perceptions-Minus-ExpectationsMeasurement of Service Quality, Journal of Marketing, 58, pp. 125-131.- Fredrik Nordin and Christian Kowalkowski, Solutions offerings: A critical reviewand reconceptualisation, 2010, Journal of Service Management, (21), 4, 441-459.- Frei, F. X. (2006). Breaking the trade-off between efficiency and service.- Frei, F. X. (2008). The four things a service business must get right. HarvardBusiness Review (April): 70-80.- Glushko, R. J. (2010). Seven Contexts for Service System Design, in Maglio, P.P., Kieliszewski, C, & Spohrer, J. (Eds.), Handbook of Service Science, 219-249.- Glushko, R. J. and Nomorosa, K. J. (2013). Substituting Information forInteraction: A Framework for Personalization in Service Encounters and ServiceSystems. Journal of Service Research, 16 (1), 21-38.- Glushko, Robert J. and Lindsay Tabas (2009). Designing Service Systems byBridging the 'Front Stage' and 'Back Stage'. Information Systems and E-BusinessManagement, 7 (4), 407-27.- Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept:The missing link in service design research? Journal of Operations Management,20(2), 121-134.- Grönroos, C. (2008). Service logic revisited: who creates value? And who cocreates?European Business Review, 20(4), 298-314.- Harvard Business Review, 84, 93-101.- How Indra Nooyi Turned Design Thinking Into Strategy - Indra Nooyi interviewHBR2015.- Johns, N. (1999), "What is this thing called service?", European Journal ofMarketing, Vol. 33 No. 9/10, pp. 958-73.- Johns, N. (1999), "What is this thing called service?", European Journal ofMarketing, Vol. 33 No. 9/10, pp. 958-73.- Kaj Storbacka, Pennie Frow, Suvi Nenonen, Adrian Payne, (2012). DesigningBusiness Models for Value Co-Creation, Stephen L. Vargo, Robert F. Lusch, in(ed.) Special Issue Review of Marketing Research, 9 pp. 51-78.- Magretta, J. (2002). Why business models matter. Harvard Business Review 6(May).- Meuter, M. L and Bitner, M. (1998). Self-service technologies: Extending serviceframeworks and identifying issues for research, AMA conf. pp. 12.- Michel, S. & Meuter, M. L. (2008). The service recovery paradox: true butoverrated. International Journal of Service Industry Management, 19 (4), 441-457.- Parasuraman, A., Leonard L. Berry, and Valarie A. Zeithaml (1991).Understanding Customer Expectations of Service. Sloan Management Review(Spring), pp. 39-4.- Patrício, L., Fisk, R. P., Falcão e Cunha, J. & Constantine, L. (2011). MultilevelService Design: From Customer Value Constellation to Service ExperienceBlueprinting, Journal of Service Research, 14, 180-200.- Payne, Adrian, Kaj Storbacka and Pennie Frow (2008), ''Managing the Co-Creation of Value,'' Journal of the Academy of Marketing Science, 36 (1), 83-96.- Pugh, S. D. (2001). Service with a Smile: Emotional Contagion in the ServiceEncounter, Academy of Management Journal, 44(5), 1018-1027.- Qiu, R. G. (2013). We must rethink service encounters. Service Science, 5(1), 1-3.- Ramon Casadesus-Masanell R. and Ricart, J.E. (2011). How to Design A WinningBusiness Model Harvard Business Review, (Jan.-Feb.).- Rathmell, John M. (1966), "What Is Meant by Services?" Journal of Marketing,30 (October), 32-36.- Sampson, S. (2011). Introduction to PCN analysis. - Technical report - BrighamYoung University.- Sampson, Scott (2012). Visualizing Service Operations. Journal of ServiceResearch, 15 (2), 182-98.- Sawhney, M., Balasubramanian, S. & Krishnan, V. K. (2004). Creating growthwith services, Sloan Management Review, 45(2), 34-43.- Seth, N.; Deshmuhk, S. G.; Vrat, P. (2005). Service quality models: a review.International Journal of Quality and Reliability Management, v. 22, n. 9, p. 913-949.- Tax, Stephen S. and Stephen W. Brown (1998). Recovering and Learning fromService Failure. Sloan Management Review, 40 (1), 75-88.- Vargo, S. and Lusch, R. (2008). From goods to service(s): Divergences andconvergences of logics. Industrial Marketing Management, 37(3), 254-259.- Vargo, S., Maglio, P. and Akaka, M. (2008). On value and value co-creation: Aservice systems and service logic perspective. European Management Journal,26(3), 145-152- Vargo, Steven L. and Robert F. Lusch (2016). Institutions and Axioms: AnExtension and Update of Service- Dominant Logic. Journal of the Academy ofMarketing Science, Vol. 44 (1), pp. 5-23.- Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman. (1988).Communication and Control Processes in the Delivery of Service Quality."Journal of Marketing 52 (April), pp. 35-48.