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9780324319965

Services Marketing Concepts, Strategies, & Cases

by ;
  • ISBN13:

    9780324319965

  • ISBN10:

    0324319967

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2005-12-16
  • Publisher: South-Western College Pub
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Summary

Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services, technology, and global services ensures you'll be ready for that first job after college.

Table of Contents

Preface v
PART 1 An Overview of Services Marketing
1(130)
An Introduction to Services
2(24)
What Is a Service?
5(3)
Framing the Service Experience: The Servuction Model
8(5)
Why Study Services?
13(4)
The Services Revolution: A Change In Perspective
17(6)
Summary
23(3)
Fundamental Differences Between Goods and Services
26(29)
Intangibility: The Mother Of All Unique Differences
28(4)
Inseparability
32(9)
Heterogeneity
41(3)
Perishability
44(8)
Summary
52(3)
An Overview of the Services Sector
55(25)
What Is The Service Economy?
57(7)
Service Classification Schemes: What Can Service Industries Learn From One Another?
64(4)
Service Economy Growth: Key Influences and Concerns
68(7)
Predicted Keys of Success Within The Service Sector
75(2)
Summary
77(3)
The Consumer Decision Process in Services Marketing
80(25)
The Consumer Decision Process: An Overview
82(9)
Special Considerations Pertaining to Services
91(11)
Summary
102(3)
Ethical Issues in Services Marketing
105(26)
What Are Ethics?
107(2)
The Opportunity For Ethical Misconduct In Services Marketing
109(4)
Methods For Ethical Decision Making
113(2)
Issues That Create Ethical Conflict
115(4)
Factors That Influence Ethical Decision Making
119(5)
The Effects of Ethical Misconduct
124(1)
Controlling Ethical Decision Making
125(2)
Summary
127(4)
PART 2 Service Strategy: Managing the Service Experience
131(168)
Service Delivery Process
132(33)
Stages of Operational Competitiveness
135(1)
Marketing And Operations: Balance Is Critical
136(5)
In A Perfect World, Service Firms Would Be Efficient
141(2)
Applying The Efficiency Models To Service Firms
143(7)
The Art Of Blueprinting
150(12)
Summary
162(3)
The Pricing of Services
165(27)
Perception Of Value
168(1)
Special Considerations Of Service Pricing
169(17)
Emerging Service Pricing Strategies
186(3)
Summary
189(3)
Developing the Service Communications Mix
192(30)
Developing A Communications Strategies: The Basics
194(9)
The Communications Mix As It Relates To Consumer Behavior Considerations
203(3)
Special Problems Of The Service Communications Mix
206(4)
General Guidelines For Developing Service Communications
210(4)
Special Considerations Of Professional Service Providers
214(2)
Communications Tips For Professionals
216(4)
Summary
220(2)
Managing the Firm's Physical Evidence
222(29)
The Strategic Role Of Physical Evidence
225(6)
The Development of Servicescapes
231(7)
Specific Tactics For Creating Service Atmospheres
238(8)
Design Considerations For High-Versus Low-Customer-Contact Service Firms
246(2)
Summary
248(3)
People Issues: Managing Service Employees
251(25)
The Importance Of Service Personnel
254(2)
Service Personnel As Boundary Spanners
256(6)
The Importance of Human Resources For Service Firms
262(8)
Pulling It All Together
270(2)
Summary
272(4)
People Issues: Managing Service Customers
276(23)
Managing Customer Participation
278(4)
Managing Consumer Waits
282(4)
Managing Uncooperative Customers
286(5)
Customer Relationship Management--An Introduction
291(4)
Summary
295(4)
PART 3 Assessing and Improving Service Delivery
299(146)
Defining and Measuring Customer Satisfaction
300(30)
The Importance Of Customer Satisfaction
303(1)
What Is Customer Satisfaction / Dissatisfaction
304(2)
The Benefits Of Customer Satisfaction
306(1)
Measuring Customer Satisfaction
307(2)
Understanding Customer Satisfaction Ratings
309(5)
Are Customer Satisfaction Surveys Worth It?
314(1)
Customer Satisfaction: How Good Is Good Enough?
315(2)
Does Customer Satisfaction Translate Into Customer Retention?
317(3)
Customer Satisfaction: A Closer Look
320(7)
Summary
327(3)
Defining and Measuring Service Quality
330(29)
What Is Service Quality?
333(1)
The Difference In Quality Perspectives Between Goods And Services
333(1)
Diagnosing Failure Gaps In Service Quality
334(7)
Measuring Service Quality: Servqual
341(7)
Servqual: Some Final Thoughts
348(1)
Service Quality Information Systems
349(7)
Summary
356(3)
Service Failures and Recovery Strategies
359(29)
Types of Service Failures
361(5)
Customer Complaining Behavior
366(4)
The Art Of Service Recovery
370(3)
Evaluating Recovery Efforts: Perceived Justice
373(1)
Service Failure And Recovery Analysis: A Restaurant Industry Example
374(9)
Summary
383(5)
Customer Retention
388(30)
What Is Customer Retention?
390(5)
The Benefits Of Customer Retention
395(3)
Customer Retention Tactics
398(5)
Emerging Customer Retention Programs
403(7)
Defection Management
410(5)
Summary
415(3)
Putting the Pieces Together: Creating the Seamless Service Firm
418(27)
The Historical Weakness Of Marketing in Service Firms
421(4)
Moving Beyond Departmentalization And Functionalization: The Three-Tiered Model Of Service Firm
425(7)
Building The Service Logic Through Cultural Change
432(5)
The Tactical Questions Relating To Seamlessness: Conducting A Service Audit
437(5)
Summary
442(3)
PART 4 Cases
445(118)
Case 1 Emmy's and Maddy's First Service Encounter
446(9)
Case 2 Managing the Service Experience: ``Police Gas Mile High Fans''
455(3)
Case 3 The New York City Arboretum
458(10)
Case 4 Airlines Attempting to Get a ``Leg Up'' On the Competition
468(3)
Case 5 The Case Of Jim Bakker and PTL
471(3)
Case 6 For Innovative Service, Run For the Boarder
474(2)
Case 7 Westin Hotels in Asia: Global Distribution
476(6)
Case 8 The Proud Sponsors of ...'' Prometrix, Inc.
482(17)
Case 9 Electronic Banking Services: High-Tech, Low Touch?
499(7)
Case 10 O'Keefe Associates
506(12)
Case 11 Passenger Induced Turbulence
518(2)
Case 12 Measuring Customer Satisfaction: The FedEx Approach
520(2)
Case 13 Roscoe Nondestructive Testing
522(8)
Case 14 Is This Any Way to Run an Airline?
530(5)
Case 15 The Optical Shop
535(15)
Case 16 Primula Parkroyal Hotel: Positioning & Managing for Turnaround
550(13)
Glossary 563(14)
Index 577

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