Quality and Operations in Services


Services play a major role in modern economies. The course on “Service Quality and Operations” is focused on service delivery characteristics as well as the integration of the quality function in service organizations. Conceptual and measurement models are presented and discussed. Strategies to obtain and analyze customer based data are presented (reliability and validity of questionnaires, sampling procedures, etc). Multivariate techniques are utilized to articulate internal and external measures.

Students should be able to develop models to assess and characterize service quality in several types of organizations, as it is proposed in their final work. The acquisition of some soft skills is strongly associated  to the development of this work, namely their  communicative and writing skills, as well their ability to apply technical knowledge in real situations

General characterization





Responsible teacher

Ana Sofia Leonardo Vilela de Matos, Rogério Salema Araújo Puga Leal


Weekly - 4

Total - 66

Teaching language



Available soon


Notes and slides from the Professor

Bordoloi, S., Fitzsimmons, J., & Fitzsimmons, M. (2018). Service Management: Operations, Strategy, Information Technology (9 edition). McGraw-Hill Education.

Hair, J. F., Babin, B.J., Anderson, R. E. & Black, W. C. (2018). Multivariate Data Analysis, 8th edition. CENGAGE INDIA.

Hayes, B. E. (2008). Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods (3 edition). ASQ Quality Press.

Johnston, R., Clark, G., Shulver M. (2012) – Service Operations Management: Improving Service Delivery, Pearson Education.

Montgomery, D. C., Runger G. C. (2010)- Applied Statistics and Probabilty for Engineers, John Wiley & Sons Inc

Zeithaml, V. A., Bitner, M. J., & Gremler, D. (2017). Services Marketing: Integrating Customer Focus Across the Firm (7 edition). McGraw-Hill Education.

Teaching method

Teaching strategy is based on a combination of expositive approaches with simulated practice. The course’s project is aimed to develop student’s technical skills as well as their ability to perform teamwork.

Evaluation method

The curricular unit comprises two assessment elements: an individual test, with a weighting of 65% in the final classification, and a group work, with a weighting of 35%.

To pass the course, the student must have a rating equal to or greater than 9.5 on the individual test.

Obtaining "frequência" depends on passing the practical work.

Subject matter

  1. Service concept;
  2. Service characteristics versus product characteristics;
  3. Scales of measurement and statistical procedures
  4. Service management with uncertain demand: supply side versus demand side
  5. Critical Incident’s methodology;
  6. Questionnaire development;
  7. Reliability assessment;
  8. Types of validity
  9. Assessment of customer satisfaction (proactive, reactive and combined methods);
  10. Lean services
  11. Multivariate techniques in service quality (Multiple Regression and Factor Analysis);
  12. Conceptual and evaluation models of service quality 
  13. Zone of tolerance and service recovery
  14. Customer Satisfaction Index


Programs where the course is taught: