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Hotel Organisation and Customer Service

Code: 103754
Credits: 6
2026/2027
Degree programme Type Course
Hotel Management OP 4

Contact lecturer

Name :
Jordi Datzira Masip
Email :
jordi.datzira@uab.cat

Group languages

You can consult this information at the end of the document.

Prerequisites

There are no requirements

Objectives

The main objective of this unit is to explore the nature and characteristics of services, as well as understanding how service are managed and developed, from a professional as well as technical point of view. We will analyse the implications that service management have in tourism and hospitality businesses.

The unit has the following learning objectives:

  • Understand the principles of service management.
  • Differentiate the type of services and how they can be developed and managed.
  • Recognize the importance of factors linked to customer service and satisfaction.
  • Develop the skills to manage tourism services.
  • Understand the different management tools to develop the service industry.
  • Analyse how the technology is shaping the present and future of customer services.

Learning outcomes

  1. Develop a capacity for independent learning.
  2. Manage communication techniques at all levels.
  3. Manage and organise time.
  4. Work in teams.
  5. Plan and manage activities based on quality and sustainability.
  6. Analyse, summarise and evaluate information.
  7. Demonstrate an orientation and culture of customer service.
  8. Demonstrate a business vision, identify clients' needs and progress towards possible changes in environment.
  9. Apply management techniques and practices in the hotel sector and, in general, in catering.
  10. Apply commercial policies to hotel companies according to their different characteristics.
  11. Study specific and generic computer information systems and adapt then to hotel companies.
  12. Present and describe specific plans for promotion and commercialisation for companies in the hotel sector, especially in the field of online commercialisation.
  13. Demonstrate leadership abilities in the management of human resources in hotel and catering companies.

Contents

Introduction to the unit Management of Customer Care and Service


Topic 1: Service nature and characteristics


Topic 2: Strategic service operations and quality management


Topic 3: The service concept: Servicescape


Topic 4: Quality, productivity and satisfaction


Topic 5: Capacity service management


Topic 6: Quality service management


Topic 7: Service delivery process: Blueprint


Topic 8: Internal marketing


Topic 9: Service failure and recovery

Learning activities and methodology

Title Hours ECTS Learning outcomes
Case study resolution 14 0.56 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13
Public presentation of assigments 14 0.56 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13
Lectures 14 0.56 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13
Homework elaboration 36 1.44 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13
Study 32 1.28 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13
Tutorials 5 0.2 2, 3, 5, 6, 7, 8, 9, 10, 13
Case study resolution 32 1.28 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13

The teaching methodology is based on a continuous evaluation, combining theoretical content, practical in-class activities, research and analysis, presentations, and reports. Assistance and participation in class during the semester will also be assessed. Therefore, classes will be conducted in seminar format promoting student’s participation. It is important to remark that most of the theoretical material is needed to tackle assessments and presentations. Fundamental theoretical notions and special issues will be discussed in class and applied on case studies.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Attendance and participation 15% 0.5 0.02 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 13
Practical in-class activities 20% 0 0 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13
Assessment 2 (group): Serive delivery management presentation 25% 1.5 0.06 2, 3, 4, 7, 8, 9, 10, 11, 12, 13
End term evaluation 20% 0 0 5, 8, 9, 10, 11, 12
Assessment 1 (group): Service delivery plan 20% 1 0.04 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13

Continuous evaluation

The continuous evaluation is composed of two assessments of a service management project (in small groups), two practical in-class activities, end-term evaluation, and the participation and assistance in class. To pass the continuous evaluation, students need to reach a minimum of 3.5 out of 10 in each of the assessments and activities. Otherwise, students will have to do the final evaluation at the end of the semester.


Assessment activities summary

Practical in-class activities 20%
Assessment 1: Group. Service delivery plan report 20%
Assessment 2: Group. Presentation: Service delivery management 25%
End-term evaluation (individual) 20%
Assistance and participation 15%


Unique evaluation

The unique evaluation is composed of three individual assessments to be delivered during the semester, and the final evaluation at the end of the semester.

Assessment 1: Service concept report 20%
Assessment 2: Service delivery management presentation and video 20%
Assessment 3: Service delivery management final report 20%
Final evaluation 40%


Evaluations (end-term evaluation, final evaluation, and re-evaluation)

The evaluations include the following format in three parts:

  • Part 1: Quiz (15%)
  • Part 2: Short questions (30%)
  • Part 3: Long questions (50%)


The grade for the subject will be NOT EVALUABLE when the student attends less than half of the assessment activities and/or does not attend the final exam.


Ethical considerations

In the event of a student committing any irregularity that may lead to a significant variation in the grade awarded to an assessment activity, the student will be given a zero for this activity, regardless of any disciplinary process that may take place. In the event of several irregularities in assessment activities of the same subject, the student will be given a zero as the final grade for this subject.


Restricted use of AI systems

This subject allows the use of AI technologies exclusively for support tasks such as bibliographic or content-based searches, text correction or translations, other specific situations may be contemplated, as deemed appropriate by the teacher.

The student must clearly (i) identify which parts have been generated using AI technology; (ii) specify the tools used; and (iii) include a critical reflection on how these have influenced the process and outcome of the activity.

Lack of transparency regarding the use of AI in the assessed activity will be considered academic dishonesty; the corresponding grade may be lowered, or the work may even be awarded a zero. In cases of greater infringement, more serious action may be taken.

Bibliography

Prescribed bibliography:

Lovelock, C., Patterson, P. G., and Wirtz, J. (2015). Service Marketing. An Asia-Pacific and Australian perspective. (6th Ed.). Melbourne: Pearson Australia.


Recommended bibliography:

ADA (Americans with Disabilities Act): ADA Accessibility Guidelines (ADAAG) for buildings and facilities. https://www.access-board.gov/adaag-1991-2002.html (accessed 29 August 2022).

Aksoy, L., Choi, S., Dogru, T., Keiningham, T., Lorenz, M., Rubin, D. J., and Tracey, B. (2022). Global trends in hospitality. Journal of Business Research, 142, 957-973. DOI: https://doi.org/10.1016/j.jbusres.2021.12.068.

Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.

Bitner, M.J., Ostrom, A.L., and Morgan, F.N. (2008). Service blueprinting: a practical technique for service innovation. California Management Review, 50, 66-94.

Breidbach, C. F., Kolb, D. G., and Srinivasan, A. (2013). Connectivity in Service Systems: Does Technology-Enablement Impact the Ability of a Service System to Co-Create Value? Journal of Service Research, 16(3), 428-441. DOI: https://doi.org/10.1177/1094670512470869

Cadotte, E.R., Turgeon, N. (1988). Key Factors in Guest Satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 28(4), 45-51.

Ching Yick Tse, E., Ho, S-C. (2009). Service Quality in the Hotel Industry: When Cultural Contexts Matter. Cornell Hospitality Quarterly, 50(4), 460-474.

Clinehens, J. (2019). Creating a CX That Sings: An Introduction to Customer Journey Mapping for Marketers. Independently published.

Fick, G. R., & Brent Ritchie, J. R. (1991). Measuring Service Quality in the Travel and Tourism Industry. Journal of Travel Research, 30(2), 2-9. DOI: https://doi.org/10.1177/004728759103000201

Floričić, T. (2020). Sustainable Solutions in the Hospitality Industry and Competitiveness Context of “Green Hotels”. Civil Engineering Journal, 6(6), 1104-1113.

Jacobs, S. (2023). Top 10 Trends Impacting the Hospitality Industry. https://www.smartmeetings.com/tips-tools/74256/top-10-trends-impacting-hospitality-industry (accessed 09 June 2023).

Heskett, J.L., Sasser, W.E. and Hart, C.W.L. (1990), Breakthrough Service. New York: The Free Press.

Kazemzadeh, Y., Milton, S., K., and Johnson, L. W. (2015). An explication of three service business process modelling approaches. Australian Journal of Business and Economic Studies, 1(2), 40-53.

Lee, Y. L, and Hing, N. (1995). Measuring quality in restaurant operations: an application of the SERVQUAL instrument. International Journal of Hospitality Management, 14(3-4), 293-310. DOI: https://doi.org/10.1016/0278-4319(95)00037-2

Lombarts, A. (2018). The hospitality model revisited: Developing a hospitality model for today and tomorrow. Hospitality & Society, 8(3), 297-311. DOI: 10.1386/hosp.8.3.297_7

Lovelock, C. (1992), Managing Services: Marketing, Operations and Human Resources (2nd Ed.). New Jersey: Prentice Hall.

Lovelock, C., Patterson, P. G., and Wirtz, J. (2015). Service Marketing. An Asia-Pacific and Australian perspective. (6th Ed.). Melbourne: Pearson Australia.

Ma, E., Bao, Y., Huang, L., Wang, D., and Kim, M. (Sunny). (2023). When a Robot Makes Your Dinner: A Comparative Analysis of Product Level and Customer Experience Between the U.S. and Chinese Robotic Restaurants. Cornell Hospitality Quarterly, 64(2), 184-211. DOI: https://doi.org/10.1177/19389655211052286

Maglio, P. P., and Spohrer, J. (2013). A service science perspective on business model innovation. Industrial Marketing Management, 42(5), 665-670. DOI: https://doi.org/10.1016/j.indmarman.2013.05.007.

McCall, M., and Voorhees, C. (2010). The Drivers of Loyalty Program Success: An Organizing Framework and Research Agenda. Cornell Hospitality Quarterly, 51(1), 35-52.

Mcguire, K.A., and Kimes, S.E. (2006). The Perceived Fairness of Waitlist-management Techniques forRestaurants. Cornell Hotel and Restaurant Administration Quarterly, 47(2), 121-134.

Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. DOI: https://doi.org/10.2307/1251430

Pinho, N., Beirão, G., Patrício, L., and P. Fisk, R. (2014). Understanding value co-creation in complex services with many actors. Journal of Service Management, 25(4), 470-493. DOI: https://doi.org/10.1108/JOSM-02-2014-0055

Ransley, J., and Ingram, H. (2004). Developing hospitality properties and facilities. (2nd Ed.). Abingdon: Routledge.

Roger, H. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4), 27-42. DOI: 10.1108/09564239610129931

Stipanuk, D. M. (2006). Hospitality facilities management and design. Lansing: Educational Institute of the American Hotel & Lodging Association.

Timur, S. and Getz, D. (2008), A network perspective on managing stakeholders for sustainable urban tourism. International Journal of Contemporary Hospitality Management, 20(4), 445-461. DOI: https://doi.org/10.1108/09596110810873543

United National World Tourism Organisation (UNWTO) Tourism in the 2030 Agenda. Tourism in the 2030 Agenda | UNWTO (accessed 20 September 2022).

Webb, N. J. (2016). What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint. Amacom.

World Travel and Tourism Council (WTTC) Hotel Sustainability Basics. WTTC Hotel Sustainability Basics (accessed 20 September 2022).

Software

there isn't.

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 1 English first semester morning-mixed