Principles of Service Marketing and Management

by Lovelock, Christopher H; Wright, Lauren

• ISBN13: 9780130404671
• ISBN10: 0130404675
• Edition: 2nd
• Format: Paperback
• Copyright: 2002-01-01
• Publisher: Pearson College Div

Summary

Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing.

Table of Contents

Preface	xvi
About the Authors	xx
part one Understanding Services	2	(46)
Why Study Services?	4	(22)
Understanding Service Processes	26	(22)
part two The Service Customer	48	(90)
Managing Service Encounters	50	(24)
Customer Behavior in Service Environments	74	(22)
Relationship Marketing and Customer Loyalty	96	(22)
Complaint Handling and Service Recovery	118	(20)
part three Service Marketing Strategy	138	(100)
The Service Product	140	(26)
Pricing Strategies for Services	166	(24)
Promotion and Education	190	(24)
Service Positioning and Design	214	(24)
part four Service Delivery Issues	238	(82)
Creating Delivery Systems in Place, Cyberspace, and Time	240	(22)
Creating Value Through Productivity and Quality	262	(24)
Balancing Demand and Capacity	286	(16)
Managing Customer Waiting Lines and Reservations	302	(18)
part five Integrating Marketing, Operations, and Human Resources	320	(72)
Employee Roles in Service Organizations	332	(12)
The Impact of Technology on Services	344	(24)
Organizing for Service Leadership	368	(24)
Cases	392	(31)
Glossary	423	(6)
Credits	429	(2)
Index	431

Excerpts

The service sector of the economy can best be characterized by its diversity. No single conceptual model can serve to embrace organizations ranging in size from huge international corporations (in fields such as airlines, banking, insurance, telecommunications, hotel chains, and freight transportation) to locally owned and operated small businesses such as restaurants, laundries, taxis, optometrists, and many business-to-business services. So, the goal of this book is to provide a carefully designed toolbox for service managers, teaching students how different frameworks and analytical procedures can best be used to examine the varied challenges faced by managers in different service settings. WHAT'S NEW IN THE SECOND EDITION?Responding to reviewer suggestions, new research findings, and continuing rapid changes in technology and the environment of the service sector, the content of the second edition ofPrinciples of Service Marketing and Managementincorporates many changes and refinements. The book comprises seventeen chapters, grouped into five parts, each of which is preceded by an overview of the issues to be addressed in the constituent chapters. There are also nine relatively short cases of varying levels of difficulty.Key changes from the first edition--described in more detail later in this preface--include: A restructuring of chapter sequence and content, plus two new chapters. Significant updating, including the addition of many new examples and research findings. Improved approaches to pedagogy, designed to enhance student learning, including a service decision framework that provides a "roadmap" for the book. Revised and enhanced supplements, including an instructor's manual, enlarged and improved test bank, and more than 200 PowerPoint transparencies. Target CoursesThe text presents an integrated approach to studying services that places marketing issues within a broader general management context. Managers working in service organizations have to understand and acknowledge the close ties that link the marketing, operations, and human resource functions. They also need a realistic understanding of the potential (and limitations) of technology--especially information technology--to facilitate creation and delivery of services. As the experience of the "dot-com" meltdown of 2000-2001 suggests, not every new concept is commercially viable or creates useful value for consumers. With these perspectives in mind, this book has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either Services Marketing or Service Management.Books are necessarily printed in a linear sequence. However, this text has been designed to give instructors the flexibility to depart from the printed order if they wish. For instance, both Chapter 15, "Employee Roles in Service Organizations," and Chapter 16, "The Impact of Technology on Services," can easily be moved up in the course sequence. Distinguishing Features of the BookKey features of this book include its strong managerial orientation and strategic focus, use of memorable and relevant conceptual frameworks, references to both recent and classic research findings, use of interesting examples to link theory to practice, and inclusion of nine classroom-tested cases to accompany the text chapters.Principles of Service Marketing and Management,Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services