Module Handbook HTM322

MANAGING SERVICE INNOVATION

Module Leader:
Mandy Aggett

2019-2020
Module Leader Contact Details:
Office Number: CKY326
Telephone Number: 01752 585603
E-Mail: mandy.aggett@plymouth.ac.uk

Student Support Contact Details:

Roland Levinsky Building Room 109.
Telephone number: 01752 585020
Email: artshumadmin@plymouth.ac.uk

Opening hours are Monday - Thursday 8.30am - 5pm and Friday 8.30am - 4.30pm
Module and Assessment Summary

Module Outline
An exploration of the many aspects that define service strategies for Hospitality
Management. The module has a predominantly student-centred approach to investigating
and developing the issues that arise from seminar questions and enables options for
individual choice and customised orientation.

Module Aims
To evaluate the issues which are important to managing service in the hospitality industry.
This will entail opportunities to critically examine the theoretical perspectives on service in
a variety of settings such as: hotels; licensed retail; conference and events; transport
catering; commercial catering; and other sectors.

Assessed Learning Outcomes

1. critically evaluate the concepts of service in the context of the hospitality industry;
2. reflect on issues concerning the quality of services;
3. evaluate theoretical perspectives of service;
4. identify and evaluate key issues relating to customer satisfaction.

Credit rating: 20 credits level 6

Assessment 1 (Report)
Submission date - 24th October 2019 – via Moodle, to be submitted no later than 12pm
Weighting 50%

Assessment 2 (Seminar)
Weeks 15-20 - schedule to be posted on Moodle
Weighting 50%
Academic offences, including plagiarism, are treated very seriously by the Plymouth
Business School. A student who is proven to have committed an academic offence may
be placing his or her degree in jeopardy. It is your responsibility as a student to make sure
that you understand what constitutes an academic offence, and in particular, what
plagiarism is and how to avoid it. Read through the information in the Faculty
Undergraduate Programmes Handbook under ‘Assessment and Examinations Offences’,
including the penalties for offences. If you still do not understand what constitutes an
academic offence, please consult the Student Support Office, your personal tutor or your
programme manager.

Plymouth University expects all students will attend all scheduled classes, field trips and other
events that are part of their programme of study. All teaching is developed to give you relevant,
necessary experience. We know that students who do not attend perform less well.

If you are ill or otherwise unable to attend, you should send apologies to your tutor and ensure that
you have caught up with the work.

Programme leaders work very hard to make sure that teaching and assignments are well
designed, and that they support your learning. Where minimum attendance is required before an
assessment can be undertaken this will be clarified in the programme and module handbook.

If you are an International student or on a programme that leads to professional body qualifications
please be aware that lack of attendance may lead to exclusion, or not obtaining the qualification
that you are seeking.
Managing Service Innovation 2019-2020 Schedule

Wk. Wk. Session 1 Session 2

Bg.
9 23/09 Introduction to the Module: Service Quality Theories and
The Hospitality and Tourism Models (Satisfaction, Servuction
Marketing Process Evaluation and Gap Theory)
10 30/10 Introduction to Service Service Innovation II Designing
Innovation and Managing Tourism and
Hospitality Products and Brands

11 07/10 Evolution and Innovation in the Concluding Elements and

Industry Assessment One Tutorial

12 14/10 Service Encounters and Clues Customer Value and Experience,

and Service Recovery Engaging Customers and e-
services

13 21/10 Concluding Elements and Seminar Workshop

(A1 Assessment Two Tutorial
due)
14 28/10 Service Branding Consultations

15 04/11 Seminar Group A Seminar Group B

(Customer Experiences and (Customer Experiences and
Satisfaction) Satisfaction)

16 11/11 Seminar Group A Seminar Group B

(Service Clues) (Service Clues)

17 18/11 Seminar Group A Seminar Group B

(Service Branding) (Service Branding)

18 25/11 Seminar Group A Seminar Group B

(Service Recovery) (Service Recovery)

19 02/12 Seminar Group A Seminar Group B

(Value Creation) (Value Creation)

20 09/12 Seminar Group A Seminar Group B

(Engaging Customers) (Engaging Customers)

21-23 16/12 Christmas Break

24 06/01 Admin Week

Recommended Texts:

Bell, D., McBride, P., & Wilson, G. (2002) Managing Quality. Oxford: Butterworth
Heinemann.

Dale, B.G., van der Wiele, T. & van Iwaarden, J. (2007) Managing Quality. 5th ed. Wiley-
Blackwell.

Evans, N., Campbell, D., & Stonehouse, G. (2003) Strategic Management for Travel and
Tourism. Oxford: Butterworth Heinemann.

Fisk, R. P., Grove, S. J. & John, J. (2014) Services Marketing: An Interactive Approach.
International Edition. 4th ed. South-Western, Cengage Learning.

Ford, R. C., M. C. Sturman, et al. (2011). Managing Quality Service in Hospitality: How
Organizations Achieve Excellence in the Guest Experience, Delmar Pub.

Fyall, A., Legoherel, P., Frochet, I. & Wang, Y. (2019) Marketing for Tourism and
Hospitality: Collaboration, Technology and Experiences. Routledge, New York.

Hoffman, K. D. & Bateson, J. E. G. (2006) Services Marketing: Concepts, Strategies and

Cases. 3rd ed. Thomson, South Western.

Johnston, R. Clark, G. & Shulver, M. (2012) Service Operations Management: Improving

Service Delivery. 4th ed. Prentice Hall.

Kandampully, J. A. (2006) Services Management: The New Paradigm in Hospitality.

Prentice Hall.

Kotler, P. T., Bowen, J. T., Makens, J. & Baloglu, S. (2016) Marketing for Hospitality and
Tourism (7th ed.). Pearson, Edinburgh.

Kuiper, G. & Smit, B. (2014) Imagineering: Innovation in the Experience Economy. CABI
Publishing.

Lovelock, C. Wirtz, J. & Chew, P. (2008) Essentials of Services Marketing. Pearson Ed.

Lusch, R.F. and S.L. Vargo, (eds.) (2006), The Service-Dominant Logic of Marketing:
Dialog, Debate, and Directions. NY: M.E. Sharpe.

Nevan Wright, J. (2004) Management of Service Operations. 2nd ed. Cengage Learning
Business Press.

Peters, M. (2006) Innovation in Hospitality and Tourism. Routledge.

Williams, C., & Buswell, J. (2003) Service Quality in Leisure and Tourism. Wallingford:
CABI Publishing.

Withiam, G. (2016) Achieving Success Through Innovation: Cases and Insights from the
Hospitality, Travel and Tourism Industry. Business Expert Press.

Zeithaml, V. A., Bitner, M. J. & Gremler, D. D. (2005) Services Marketing, 4th ed. McGraw
Hill.
Journals and Websites:

International Journal of Contemporary Hospitality Management.

International Journal of Hospitality Management
International Journal of Service Industry Management.
Journal of Service Management.
Journal of Service Research.
Journal of the Academy of Marketing Science.
Managing Service Quality.
Cornell Hospitality Quarterly.
The Journal of Consumer Research.

www.thecqi.org (The Chartered Quality Institute)

www.tqmi.co.uk (Useful downloads and information)
www.efqm.org (European Foundation for Quality Management)

Further sources of information and links to relevant texts and documents may be
found on the Moodle site and will be provided in lectures.
Assessment: 1

Module Title: Managing Service Innovation

Code: HTM322
Format: Report
Weighting: 50%
Deadline: 12pm – 24th October, 2019 – via Moodle (in WORD format)

Learning Outcomes Covered: LO1, LO2, LO3, LO4

Task – Service Innovation Report

In the context of the hospitality industry, you must first discuss, and critically analyse, the
importance of service innovation. You should include reference to the link between
service innovation and service quality, and the concept of meeting customer expectations.
You should then identify, and discuss, barriers to successful innovation, and identify
solutions to these. Full conclusions should then be provided.

Your report should be 2,500 words (+/- 10%), formatted in size 12 Arial font, with 1.5 line
spacing, and must be fully referenced using the Harvard system. You must submit the
work via Moodle in a WORD document.

Note - Assessment 1 will be marked and returned within 20 working days.

Employability Attributes/Skills Developed: Subject-Specific Knowledge; Analysis &

Evaluation; Communication; Application of IT.
Assessment: 2

Module Title: Managing Service Innovation

Code: HTM322
Format: Seminar
Weighting: 50%
Deadline: Seminars – weeks 15-20
Learning Outcomes Covered: LO1, LO2, LO3, LO4

Task – Seminar - Service concepts and theories

Assessment 2 Seminar (50%)

You will be split into seminar groups that meet each week, and each individual in the group
will be allocated a week number to prepare and host a 25 minute seminar for the rest of
the group. Each seminar will focus on a specific service-related matter (as noted in the
schedule) and a paper that is identified to the group (from an electronic source) two weeks
in advance, along with a second paper, chosen by the seminar leader.

The seminar leader will be expected to provide an introduction to the main concepts and
theories relating to the given subject matter, and an analysis and evaluation of both the
given, and self-selected research paper. The seminar should allow for interactivity and
active debate, with your allocated group, that highlights the major issues in context and
critical factors emerging from the study of the papers. This should include the identification
of the papers’ titles and authors, an outline of the aim and objectives of each of the papers,
methodologies and findings, comparisons between the two papers and full conclusions.

All students are expected to have read the research paper before meeting in their seminar
groups. Attendance at each group member’s seminar is compulsory and marks will be
deducted from the seminar presentation mark for each occasion of non-attendance. Each
student is allocated twenty five minutes to present their papers. Each member of the group
must play an active role in all seminars, and contribute as instructed by the seminar
leader.

Please note, due to the nature of seminars, which are less formal than presentations, the
use of the overhead projector is not suitable. You must find other ways to communicate
the information. A roundtable discussion which allows for debate and interactivity with the
group is recommended. You may use a flipchart, laptop, handouts, ipad and other visuals
to enhance your seminar.
Note - Seminars will be marked and initial feedback returned one working week after
completion (this will be adjusted to include the mark for seminar attendance once these
are completed).
Employability Skills/Attributes Developed: Subject-Specific Knowledge; Analysis &
Evaluation; Communication; Application of IT; Emotional Intelligence.
Assessment ONE Criteria and Marking Grid:

Depth of Knowledge/Content (Maximum mark 30%) Mark

I Outstanding work (25-30%): Highly focused and fully addresses the brief with some outstanding
discussion of the main issues, with few errors. Demonstrates outstanding reading. I Excellent work
(21-24%): Very focused on the assessment brief with some excellent discussion of the main
issues, with few errors. Demonstrates extensive reading. II (i) Good work (18-20%): Addresses
the assessment brief, with some good discussion of the main issues, using most facts relevant
and no significant errors. Demonstrates extended reading. II (ii) Sound work (15-17%): Addresses
the brief using core information but there are some gaps / omissions. III Basic work (12-14%):
Addresses the assessment brief but contains a minimal amount of the required information. Fail -
Limited work (6-11%): Does not contain enough relevant information to address the brief and/or
contains multiple errors. Fail - Unacceptable work (0-5%): Clear fail that does not address the
brief, with the inclusion of totally inadequate/irrelevant information and/or poor and/or
inappropriate discussion lacking accuracy.
/30

Use of relevant theory/literature (maximum mark 25%) Mark

I Outstanding work (22-25%): Evidence of consulting an extensive range of valid sources of
information. Outstanding application and integration of appropriate concepts and theories. I
Excellent work (18-21%): Evidence of consulting wide range of valid sources of information.
Excellent application and integration of appropriate concepts and theories. II (i) Good work (15-
17%): Evidence of consulting a good range of valid sources of information. Good application and
integration of appropriate concepts and theories. II (ii) Sound work (13-14%): Evidence of
consulting a limited range of literature. Some evidence of the application and integration of theory.
III Basic work (10-12%): Some reference to the literature evident. Statements made are not well-
supported. Fail - Limited work (8-9%): Some reference to the literature evident. Statements made
are not well-supported as there is limited application and integration of the theory. Fail -
Unacceptable work (0-7%): None, limited and/or dated range of sources. No use of evidence to
support arguments.
/25
Understanding and evaluation (maximum mark 30%) Mark
I Outstanding work (25-30%): Extremely well-constructed and logically presented and compelling
argument throughout. Demonstrates an extensive understanding of topic within wider context. Full
and highly critical evaluation, with arguments supported by evidence and examples. I Excellent
work (21-24%): Extremely well-constructed and logically presented argument throughout.
Demonstrates an excellent understanding of topic within wider context. Full critical evaluation with
arguments supported by evidence and examples. II (i) Good work (18-20%): Well-constructed and
logically presented argument. Demonstrates a good understanding of topic within wider context.
Good critical evaluation with arguments mostly supported by evidence and examples. II (ii) Sound
work (15-17%): A reasonably good crafted assignment with some balancing of argument.
Demonstrates sound knowledge and understanding of the key issues, theories and concepts but
with little development. Evidence of some evaluation although limited with restricted use of
evidence. III Basic work (12-14%): Enough understanding demonstrated but with minimal
evaluation and/or evidence offered. Fail - Limited work (6-11%): Marginal understanding
demonstrated that lacks evaluation of evidence. Fail - Unacceptable work (0-5%): Limited
understanding of the topic. Very poor analysis or none evident. /30
Presentation, grammar and spelling (maximum mark 10%) Mark
I Outstanding work (9-10%): Outstanding overall standard of presentation exhibiting a high
standard of English and clarity of expression. Excellent layout and structure of material. Highly
effective use of visual material where used. I Excellent work (7-8%): Excellent standard of
presentation exhibiting a high standard of English and clarity of expression. Excellent layout and
structure of material. Very effective use of visual material where used. II (i) Good work (6%): High
standard of presentation exhibiting a good standard of English and clarity of expression. Well
organised and logical presentation. Good use of visual material where used. II (ii) Sound work
(5%): Adequate standard of presentation, using acceptable standards of English. There may be
some lapses of expression and some attention to layout, structure and formatting may be needed.
Visual material may need some attention where used. III Basic work (4%): Weak presentation and
structure with grammatical errors. Layout and structure may reduce impact and communication.
Use of visual material where relevant has not been well incorporated. Fail - Limited work (3%):
Marginal standard of presentation. Poor use of English with clumsy structure. Visual material
where used, is not relevant or is inappropriate. Fail - Unacceptable work (0-2%): Very poor
presentation, poor spelling and/or grammar, lacks structure, and /or is unacceptably brief. /10

Referencing (maximum mark 5%) Mark

I Outstanding work (5%): Outstanding referencing within the text and in the reference list. I
Excellent work (4%): Excellent referencing within the text and in the reference list. II (i) Good work
(3%): Very good referencing for the most part within the text and in the reference list. II (ii) Sound
work (2%): References in the text or list may contain errors. III Basic work (1%): References often
incorrectly cited and/or listed. Fail - limited work (0%): Little attempt to incorporate references into
work and/or incorrectly cited. Fail - Limited work (0%): Little or no referencing. /5

Total Mark /100

Module Leader’s Comments

Moderator’s Name and Comments

Assessment TWO Criteria and Marking Grid:

Depth of Knowledge/Content (Maximum mark 30%) Mark

I Outstanding work (26-30%): Highly focused and fully addresses the brief with some outstanding
discussion of the main issues, with few errors. I Excellent work (21-25%): Very focused on the
assessment brief with some excellent discussion of the main issues, with few errors. II (i) Good
work (18-20%): Addresses the assessment brief, with some good discussion of the main issues,
using most facts relevant and no significant errors. II (ii) Sound work (15-17%): Addresses the brief
using core information but there are some gaps / omissions. III Basic work (12-14%): Addresses
the assessment brief but contains a minimal amount of the required information. Fail - Limited work
(6-11%): Does not contain enough relevant information to address the brief and/or contains multiple
errors. Fail - Unacceptable work (0-5%): Clear fail that does not address the brief, with the inclusion
of totally inadequate/irrelevant information and/or poor and/or inappropriate discussion lacking
accuracy.
/30

Understanding and evaluation (maximum mark 40%) Mark

I Outstanding work (36-40%): Extremely well-constructed and logically presented and compelling
argument throughout. Demonstrates an extensive understanding of topic within wider context. Full
and highly critical evaluation, with arguments supported by evidence and examples. I Excellent
work (28-35%): Extremely well-constructed and logically presented argument throughout.
Demonstrates an excellent understanding of topic within wider context. Full critical evaluation with
arguments supported by evidence and examples. II (i) Good work (24-27%): Well-constructed and
logically presented argument. Demonstrates a good understanding of topic within wider context.
Good critical evaluation with arguments mostly supported by evidence and examples. II (ii) Sound
work (20-23%): A reasonably good crafted assignment with some balancing of argument.
Demonstrates sound knowledge and understanding of the key issues, theories and concepts but
with little development. Evidence of some evaluation although limited with restricted use of
evidence. III Basic work (16-19%): Enough understanding demonstrated but with minimal
evaluation and/or evidence offered. Fail - Limited work (13-15%): Marginal understanding
demonstrated that lacks evaluation of evidence. Fail - Unacceptable work (0-12%): Limited
understanding of the topic. Very poor analysis or none evident. /40
Presentation and Delivery (maximum mark 20%) Mark
I Outstanding work (16-20%): Outstanding overall standard of presentation exhibiting a high level of
creativity. Excellent structure of material. Highly effective use of visual material where used. I
Excellent work (13-15%): Excellent standard of presentation exhibiting a high level of creativity.
Excellent structure of material. Very effective use of visual material where used. II (i) Good work
(12%): High standard of presentation exhibiting a very good level of creativity. Well organised and
logical presentation. Good use of visual material where used. II (ii) Sound work (10-11%):
Adequate standard of presentation, demonstrating some creativity. Some attention to structure and
formatting may be needed. Visual material may need some attention where used. III Basic work (8-
9%): Weak presentation with limited creativity. Structure may reduce impact and communication.
Use of visual material where relevant has not been well incorporated. Fail - Limited work (5-7%):
Marginal standard of presentation with clumsy structure. Visual material where used, is not relevant
or is inappropriate. Fail - Unacceptable work (0-4%): Totally unacceptable standard of presentation.
Almost no or totally inappropriate use of visual material.
/20
Referencing (maximum mark 5%) Mark
I Outstanding work (5%): Outstanding referencing within the seminar. I Excellent work (4%):
Excellent referencing within the seminar. II (i) Good work (3%): Very good referencing for the most
part within the seminar. II (ii) Sound work (2%): References in seminar may contain errors. III Basic
work (1%): References incorrectly cited and/or listed. Fail - limited work (0%): Little or no attempt to
incorporate references into work and/or incorrectly cited.
/5

Seminar Attendance /5

Total Mark /100

Assessor’s Comments

Moderator’s Name and Comments