Culture of Services: Paradox of Customer Relations

Services are everywhere in our society. We cannot live without them. More than 70% of advanced economies fall under the category of the service sector. Other sectors, such as agriculture and manufacturing, also seek to incorporate service business. What is service? While the existing discourse on services emphasizes customer satisfaction, hospitality, and clear design, this courseoffers a radically new perspective on services. The coursework will explore major underlying theories of service, including customer satisfaction and service quality. In addition, learners will be exposed to competitive analyses, and explore the contradictory relationships inherent in services from an intersubjective perspective. In this business and management course, you will learn how to analyze customer interactions, using video data taken in actual service organizations. Through discussions of a variety of services such as sushi bars, restaurants, hotels,and apparel, you will explore the complex nuances and begin to see services differently.