Essentials of Services Marketing Concepts, Strategies and Cases

by Hoffman, K. Douglas; Bateson, John E.G.

• ISBN13: 9780030288920
• ISBN10: 0030288924
• Edition: 2nd
• Format: Hardcover
• Copyright: 2001-06-29
• Publisher: South-Western College Pub

Summary

The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.

Table of Contents

Preface	viii
part one An Overview of Services Marketing	1	(130)
An Introduction to Services	2	(24)
What is a Service?	4	(1)
The Scale of Market Entities	4	(4)
The Molecular Model	8	(1)
The Service Experience	9	(1)
Framing the Service Experience: The Servuction Model	10	(4)
Why Study Services?	14	(7)
A Comparison of the Two Approaches	21	(1)
Summary	22	(4)
Fundamental Differences Between Goods and Services	26	(26)
Intangibility: The Mother of All Unique Differences	27	(4)
Inseparability	31	(7)
Heterogeneity	38	(3)
Perishability	41	(7)
Summary	48	(4)
An Overview of the Services Sector	52	(29)
What Can Service Firms Learn from Each Other?	53	(4)
An Overview of the Most Dynamic Service Industries	57	(4)
Millennial Themes: Technological Developments, Demographic Changes, Competitive Pressures and Service Growth	61	(15)
Predicted Keys to Success Within the Service Sector	76	(1)
Summary	77	(4)
Consumer Decision Process Issues in Services Marketing	81	(24)
The Consumer Decision Proces: An Overview	82	(6)
Special Considerations Pertaining to Services	88	(13)
Summary	101	(4)
Ethical Issues in Services Marketing	105	(26)
What Are Ethics?	107	(1)
Ethics and Business	107	(1)
The Opportunity for Ethical Misconduct in Services Marketing	107	(7)
Methods for Ethical Decision Making	114	(3)
Issues That Create Ethical Conflict	117	(3)
Factors That Influence Ethical Decision Making	120	(4)
The Effects of Ethical Misconduct	124	(1)
Controlling Ethical Decision Making	125	(2)
Summary	127	(4)
part two Service Strategy: Managing the Service Encounter	131	(162)
Service Delivery Process	132	(33)
The Customer's Involvement in the Production Process	135	(3)
Marketing and Operations: Balance Is Critical	138	(2)
In a Perfect World, Service Firms Would Be Efficient	140	(2)
Applying the Efficiency Models to Services	142	(1)
Potential Solutions to Service Operations Problems	143	(6)
The Art of Blueprinting	149	(12)
Summary	161	(4)
The Pricing of Services	165	(26)
Perceptions of Value	166	(2)
Special Considerations of Service Pricing	168	(20)
Some Final Thoughts on Pricing Services	188	(1)
Summary	188	(3)
Developing the Service Communication Mix	191	(29)
Developing a Communications Strategy: The Basics	192	(4)
Defining Communications Objectives	196	(2)
Dividing the Communications Objectives and Target Audiences	198	(3)
The Communications Mix as It Relates to Consumer Behavior Considerations	201	(4)
Special Problems of the Service Communications Mix	205	(3)
General Guidelines for Developing Service Communications	208	(3)
Special Considerations of Professional Service Providers	211	(6)
Summary	217	(3)
Managing the Firm's Physical Evidence	220	(27)
The Strategic Role of Physical Evidence	221	(9)
The Development of Servicescapes	230	(5)
Specific Tactics for Creating Service Atmospheres	235	(7)
Design Considerations for High-Contact versus Low-Contact Service Firms	242	(2)
Summary	244	(3)
People Issues: Managing Service Employees	247	(23)
The Importance of Contact Personnel	248	(2)
The Boundary-Spanning Role	250	(7)
The Importance of Human Resources for Service Firms	257	(7)
Pulling It All Together	264	(1)
The Service-Profit Chain	265	(1)
Summary	266	(4)
People Issues: Managing Service Customers	270	(23)
Managing Customer Participation	271	(5)
Managing Consumer Waits	276	(4)
Managing Uncooperative Customers	280	(6)
Customer Relationship Management: An Introduction	286	(4)
Summary	290	(3)
part three Assessing and Improving Service Delivery	293	(148)
Defining and Measuring Customer Satisfaction	294	(29)
The Importance of Customer Satisfaction	295	(3)
What Is Customer Satisfaction/Dissatisfaction?	298	(1)
The Benefits of Customer Satisfaction	299	(2)
Measuring Customer Satisfaction	301	(2)
Understanding Customer Satisfaction Ratings	303	(4)
Are Customer Satisfaction Surveys Worth It?	307	(1)
Customer Satisfaction: How Good Is Good Enough?	307	(3)
Does Customer Satisfaction Translate Into Customer Retention?	310	(3)
Customer Satisfaction:A Closer Look	313	(6)
Summary	319	(4)
Defining and Measuring Service Quality	323	(28)
What Is Service Quality?	324	(1)
The Difference in Quality Perspectives Between Goods and Services	325	(1)
Diagnosing Failure Gaps in Service Quality	326	(8)
Measuring Service Quality: SERVQUAL	334	(8)
Service Quality Information Systems	342	(4)
Summary	346	(5)
Service Failures and Recovery Strategies	351	(32)
Critical Incidents	352	(1)
Types of Service Failures	352	(9)
Customer Complaining Behavior	361	(3)
The Art of Service Recovery	364	(5)
Evaluating Recovery Efforts: Perceived Justice	369	(1)
Service Failure and Recovery Analysis: An Empirical Example in the Restaurant Industry	370	(7)
Summary	377	(6)
Customer Retention	383	(30)
What Is Customer Retention?	385	(1)
The Trend toward Customer Retention	386	(2)
The Importance of Customer Retention	388	(3)
The Benefits of Customer Retention	391	(3)
Customer Retention Tactics	394	(3)
Is It Always Worthwhile to Keep a Customer?	397	(1)
Emerging Customer Retention Programs	398	(6)
Defection Mangement	404	(5)
Summary	409	(4)
Putting the Pieces Together: Creating the Seamless Service Firm	413	(28)
The Historical Weakness of Marketing in Service Firms	415	(4)
Moving Beyond Departmentalization and Functionalization: The Three-Tiered Model of Service Firms	419	(9)
Building the Service Logic through Cultural Change	428	(4)
The Tactical Questions Relating to Seamlessness: Conducting a Service Audit	432	(5)
Summary	437	(4)
part four Cases	441	(118)
Case 1 Emmy's and Maddy's First Service Encounter	442	(9)
Case 2 Managing the Service Experience: ``Police Gas Mile High Fans''	451	(3)
Case 3 SpaceDisk Inc.: Establishing a Global Internet-based Infrastructure Service Targeted at ISPs, ASPs and Private End-Users	454	(12)
Case 4 Airlines Attempting to get a ``Leg Up'' on the Competition	466	(3)
Case 5 The Case of Jim Bakker and PTL	469	(3)
Case 6 For Innovative Service, Run for the Border	472	(2)
Case 7 e.Com Services: Launching SpaceDisk, an Innovative, Internet-based Service	474	(6)
Case 8 The Trials and Tribulations of Online Communications	480	(4)
Case 9 Electronic Banking Services: High-Tech, Low-Touch?	484	(5)
Case 10 O'Keefe Associates	489	(12)
Case 11 Passenger-Induced Turbulence	501	(2)
Case 12 Giordano	503	(18)
Case 13 Roscoe Nondestructive Testing	521	(9)
Case 14 Is This Any Way to Run an Airline?	530	(6)
Case 15 The SpaceDisk Service Guarantee	536	(3)
Case 16a Westin Hotels in Asia: Global Distribution	539	(6)
Case 16b Primula Parkroyal Hotel: Positioning and Managing for Turnaround	545	(14)
Index	559	(9)
Credits	568