As part of my "job" as the Audi Visiting Professor at the Catholic University of Eichstatt-Ingolstadt I was asked to teach a course. Jens Hogreve and I decided to have me teach the course I had developed at BGSU on Servicescape Design. 25 eager students came to class on Wednesday. (
Surprisingly, 15 other students who had signed up for the course did not show up! This is particularly inconsiderate of the 11 students on the waiting list who were not able to enroll in the course.)
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| The first day of the Servicescape Design course. |
After three hours of lecture, we took a field trip to the McDonald's store in the Ingolstadt city center. While there students discussed the
BusinessWeek cover story from May 2006 entitled, "Mickey D's Makeover" and the extent to which the servicescape at this McDonald's has an impact on the customer's experience.
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| Student teams discussing servicescape issues at McDonald's. |
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