Services Marketing : People, Technology, Strategy,9780131875524

Services Marketing : People, Technology, Strategy

by ;
Edition: 6th
ISBN13: 9780131875524
ISBN10: 0131875523
Format: Hardcover
Pub. Date: 2011-01-01
Publisher(s): Prentice Hall
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Summary

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.

Table of Contents

About the Contributors of the Readings and Cases vii
Preface xv
PART I: UNDERSTANDING SERVICE MARKETS, PRODUCTS, AND CUSTOMERS
2(64)
New Perspectives on Marketing in the Service Economy
4(28)
Why Study Services?
6(6)
What Are Services?
12(4)
Services Pose Distinctive Marketing Challenges
16(6)
Services Require and Expanded Marketing Mix
22(10)
Customer Behavior in Service Encounters
32(34)
Differences Among Services Affect Customer Behavior
33(5)
Customer Decision Making: The Three-Stage Model of Service Consumption
38(2)
The Prepurchase Stage
40(9)
The Service Encounter Stage
49(9)
The Post-encounter Stage
58(6)
Reading
``In a Dizzying World, One Way to Keep Up: Renting Possessions''
64(2)
Nick Wingfield
PART II: BUILDING THE SERVICE MODEL
66(164)
Developing Service Concepts: Core and Supplementary Elements
68(30)
Planning and Creating Services
69(8)
The Flower of Service
77(9)
Planning and Branding Service Products
86(3)
Development of New Services
89(9)
Distributing Services Through Physical and Electronic Channels
98(26)
Distribution in a Services Context
99(1)
Determining the Type of Contact: Options for Service Delivery
100(3)
Place and Time Decisions
103(4)
Delivering Services in Cyberspace
107(3)
The Role of Intermediaries
110(2)
The Challenge of Distribution in Large Domestic Markets
112(2)
Distributing Services Internationally
114(10)
Exploring Business Models: Pricing and Revenue Management
124(30)
Effective Pricing Is Central to Financial Success
125(2)
Pricing Strategy Stands on Three Legs
127(9)
Revenue Management: What It Is and How It Works
136(6)
Ethical Concerns in Service Pricing
142(4)
Putting Service Pricing into Practice
146(8)
Educating Customers and Promoting the Value Proposition
154(30)
The Role of Marketing Communication
155(1)
Communicating Services Presents both Challenges and Opportunities
156(7)
Setting Communication Objectives
163(1)
The Marketing Communications Mix
164(11)
The Role of Corporate Design
175(1)
Marketing Communications and the Internet
176(8)
Positioning Services in Competitive Markets
184(46)
Focus Underlies the Search for Competitive Advantage
185(2)
Market Segmentation Forms the Basis for Focused Strategies
187(1)
Service Attributes and Levels
188(3)
Positioning Distinguishes a Brand from Its Competitors
191(5)
Internal, Market, and Competitor Analyses
196(3)
Using Positioning Maps to Plot Competitive Strategy
199(5)
Changing Competitive Positioning
204(3)
Readings
``The Health Travellers''
207(4)
Prosenjit Datta
Gina S. Krishnan
``The Strategic Levers of Yield Management''
211(9)
Sheryl E. Kimes
Richard B. Chase
``Fees! Fees! Fees!''
220(5)
Emily Thornton
``Best Practice: Defensive Marketing: How a Strong Incumbent Can Protect Its Position''
225(5)
John H. Roberts
PART III: MANAGING THE CUSTOMER INTERFACE
230(126)
Designing and Managing Service Processes
232(28)
Blueprinting Services to Create Valued Experiences and Productive Operations
233(9)
Service Process Redesign
242(3)
The Customer as Co-producer
245(5)
Dysfunctional Customer Behavior Disrupts Service Processes
250(10)
Balancing Demand and Productive Capacity
260(28)
Fluctuations in Demand Threaten Service Productivity
261(1)
Many Service Organizations Are Capacity-Constrained
262(4)
Patterns and Determinants of Demand
266(2)
Demand Levels Can Be Managed
268(5)
Inventory Demand Through Waiting Lines and Reservations
273(6)
Minimize Perceptions of Waiting Time
279(2)
Create an Effective Reservations System
281(7)
Crafting the Service Environment
288(22)
What Is the Purpose of Service Environments?
289(2)
Understanding Consumer Responses to Service Environments
291(4)
Dimensions of the Service Environment
295(9)
Putting It All Together
304(6)
Managing People for Service Advantage
310(46)
Service Employees Are Crucially Important
311(2)
Front-Line Work Is Difficult and Stressful
313(3)
Cycles of Failure, Mediocrity, and Success
316(5)
Human Resources Management---How to Get It Right
321(14)
Service Leadership and Culture
335(7)
Readings
``Kung-Fu Service Development at Singapore Airlines''
342(4)
Loizos Heracleous
Jochen Wirtz
Robert Johnston
``Getting More from Call Centers: Used Properly, They Can Be Strategic Assets''
346(6)
Keith A. Gilson
Deepak K. Khandelwal
``How to Lead the Customer Experience''
352(4)
Stephan H. Haeckel
Lewis P. Carbone
Leonard L. Berry
PART IV: IMPLEMENTING PROFITABLE SERVICE STRATEGIES
356(270)
Managing Relationships and Building Loyalty
358(32)
The Search for Customer Loyalty
359(4)
Understanding the Customer-Firm Relationship
363(2)
The Wheel of Loyalty
365(1)
Building a Foundation for Loyalty
366(7)
Creating Loyalty Bonds
373(6)
Strategies for Reducing Customer Defections
379(2)
CRM: Customer Relationship Management
381(9)
Achieving Service Recovery and Obtaining Customer Feedback
390(26)
Customer Complaining Behavior
391(3)
Customer Responses to Effective Service Recovery
394(3)
Principles of Effective Service Recovery Systems
397(3)
Service Guarantees
400(5)
Discouraging Abuse and Opportunistic Behavior
405(1)
Learning from Customer Feedback
406(10)
Improving Service Quality and Productivity
416(30)
Integrating Service Quality and Productivity Strategies
417(1)
What Is Service Quality?
418(6)
The Gaps Model---A Conceptual Tool to Identify and Correct Service Quality Problems
424(1)
Measuring and Improving Service Quality
425(8)
Defining and Measuring Productivity
433(2)
Improving Service Productivity
435(7)
Appendix
442(4)
Organizing for Change Management and Service Leadership
446(180)
Effective Marketing Lies at the Heart of Value Creation
447(3)
Integrating Marketing, Operations, and Human Resources
450(2)
Creating a Leading Service Organization
452(4)
In Search of Human Leadership
456(6)
Change Management
462(9)
Readings
``Why Service Stinks''
471(7)
Diane Brady
``Creating New Markets Through Service Innovation''
478(7)
Leonard L. Berry
Venkatesh Shankar
Janet Turner Parish
Susan Cadwallader
Thomas Dotzel
``The One Number You Need to Grow''
485(7)
Frederick F. Reichheld
CASES
Susan Munro, Service Consumer
492(2)
Four Customers in Search of Solutions
494(1)
Dr. Beckett's Dental Office
495(3)
Starbucks: Delivering Customer Service
498(13)
Giordano: Positioning for International Expansion
511(9)
Aussie Pooch Mobile
520(12)
Jollibee Foods Corporation
532(8)
The Accra Beach Hotel
540(5)
Sullivan Ford Auto World
545(5)
CompuMentor and the DiscounTech.org Service
550(17)
Dr. Mahalee Goes to London
567(2)
Menton Bank
569(8)
Red Lobster
577(2)
Hilton HHonors Worldwide: Loyalty Wars
579(11)
The Accellion Service Guarantee
590(2)
Shouldice Hospital Limited (Abridged)
592(10)
Massachusetts Audubon Society
602(14)
TLContact: CarePages Service (A)
616(10)
Glossary 626(7)
Credits 633(3)
Name Index 636(6)
Subject Index 642

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