Services Marketing

by Kurtz, David L.; Clow, Kenneth E.

• ISBN13: 9780471180340
• ISBN10: 0471180343
• Edition: 1st
• Format: Paperback
• Copyright: 1997-09-17
• Publisher: Wiley

Summary

Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www.wiley.com/college

Author Biography

About the Authon David L. Kurtz is currently the R.A. and Vivian Young Chair of Business Administration at the University of Arkansas. Kurtz has previously held appointments at Seattle University, Eastern Michigan University, Davis & Elkins College, and Monash University (Australia). He is the author of 30 books and over 100 articles and papers. Kenneth E. Clow is currently an associate professor of marketing at Pittsburg State University. He has written over 60 journal and proceedings articles, most of which are in the services marketing field. In addition he owned and operated a service business for eight years.

Table of Contents

ABOUT THE AUTHORS	v	(2)
PREFACE	vii
PART I THE FOUNDATIONS OF SERVICES MARKETING	1	(132)
Chapter 1 Introduction to Services Marketing	3	(28)
Chapter Objectives	3	(2)
Chapter Overview	5	(1)
The Importance of the Service Sector of the Economy	5	(5)
Reasons for Growth in the Service Sector	6	(1)
Has the Level of Service Quality Been Declining?	7	(1)
Importance of Services to the Global Economy	8	(2)
Characteristics of Services	10	(4)
Intangibility	10	(1)
Perishability	11	(1)
Inseparability	12	(1)
Variability	13	(1)
Classification of Services	14	(7)
Classifying a Service	14	(6)
Using the Classification Scheme to Understand Challenges	20	(1)
The Services Marketing Mix	21	(3)
Service Outcome	22	(1)
Price	23	(1)
Distribution	23	(1)
Corporate Image	24	(1)
Promotion	24	(1)
Summary of Chapter Objectives	24	(1)
Key Terms	25	(1)
Review Questions	26	(1)
Discussion and Critical Thinking Exercises	26	(1)
Case Problem	27	(2)
Glossary	29	(1)
Endnotes	30	(1)
Chapter 2 The Purchase Process for Services	31	(33)
Chapter Objectives	31	(1)
Chapter Overview	32	(1)
Consumption Values	32	(3)
Functional Value	33	(1)
Social Value	33	(1)
Emotional Value	33	(1)
Epistemic Value	34	(1)
Conditional Value	34	(1)
A Purchase Model for Services	35	(20)
Prepurchase Phase	36	(11)
The Service Encounter	47	(4)
Postpurchase Phase	51	(4)
Summary of Chapter Objectives	55	(1)
Key Terms	56	(1)
Review Questions	57	(1)
Discussion and Critical Thinking Exercises	57	(1)
Case Problem	58	(3)
Glossary	61	(1)
Endnotes	62	(2)
Chapter 3 Consumer Expectations of Services	64	(33)
Chapter Objectives	64	(1)
Chapter Overview	65	(1)
A Model of Consumer Expectations	65	(4)
Ideal Service Level	66	(1)
Desired Service Level	66	(2)
Adequate Service Level	68	(1)
Predicted Service Level	68	(1)
Antecedents of Consumer Expectations	69	(13)
Internal Factors	70	(3)
External Factors	73	(1)
Situational Factors	74	(2)
Firm-Produced Factors	76	(6)
Role of Consumer Expectations	82	(3)
During the Prepurchase Phase	82	(1)
During the Service Encounter	83	(1)
During the Postpurchase Phase	84	(1)
Managing Consumer Expectations	85	(4)
During the Prepurchase Price	85	(2)
During the Service Encounter	87	(1)
During the Postpurchase Phase	88	(1)
Summary of Chapter Objectives	89	(1)
Key Terms	90	(1)
Review Questions	90	(1)
Discussion and Critical Thinking Exercises	91	(1)
Case Problem	92	(2)
Glossary	94	(1)
Endnotes	95	(2)
Chapter 4 Service Quality	97	(36)
Chapter Objectives	97	(1)
Chapter Overview	98	(1)
Underlying Principles of Service Quality	99	(3)
Search Qualities	99	(1)
Experience Qualities	100	(1)
Credence Qualities	100	(1)
Service Quality Based on Perceptions and Expectations	101	(1)
Measuring Service Quality	102	(8)
Using SERVQUAL to Measure Service Quality	104	(3)
Service Performance Measures	107	(3)
A Model of Service Quality	110	(11)
Gap 1	111	(2)
Gap 2	113	(3)
Gap 3	116	(3)
Gap 4	119	(2)
Total Quality	121	(3)
Return on Quality	122	(2)
ROQ Analysis	124	(1)
Summary of Chapter Objectives	124	(2)
Key Terms	126	(1)
Review Questions	126	(1)
Discussion and Critical Thinking Exercises	127	(1)
Case Problem	127	(3)
Glossary	130	(1)
Endnotes	131	(2)
PART II MANAGING THE SERVICE OUTCOME	133	(172)
Chapter 5 Operations	135	(36)
Chapter Objectives	135	(1)
Chapter Overview	135	(1)
The Service Operation	136	(9)
Differences Between Manufacturing and Services	137	(1)
Establishing an Operational Position	137	(1)
Position Mapping	138	(2)
Blueprinting of Service Operations	140	(3)
Divergence and Complexity	143	(2)
Operational Design	145	(13)
Cost Efficiency Operational Position	145	(6)
Customization Operational Position	151	(4)
Service Quality Operational Position	155	(3)
Managing Customer Waiting and Queues	158	(5)
Managing Waiting Times	160	(1)
Operations Management Techniques	161	(1)
Perception Management Techniques	162	(1)
Summary of Chapter Objectives	163	(1)
Key Terms	164	(1)
Review Questions	165	(1)
Discussion and Critical Thinking Exercises	165	(1)
Case Problem	166	(2)
Glossary	168	(1)
Endnotes	169	(2)
Chapter 6 People	171	(36)
Chapter Objectives	171	(1)
Chapter Overview	172	(1)
Role of Service Personnel	172	(2)
Job Characteristics	174	(5)
Skill Variety	175	(1)
Task Identity	176	(1)
Task Significance	176	(1)
Autonomy	177	(1)
Feedback	177	(2)
The Control Issue	179	(4)
Increasing Firm and Service Personnel Control	180	(2)
Increasing Customer Control	182	(1)
Dealing With Conflict and Stress	183	(8)
Types of Conflict	183	(6)
How Individuals Deal With Conflict	189	(2)
Internal Marketing	191	(3)
Market Research	191	(1)
Market Segmentation	192	(1)
Internal Promotions	193	(1)
External Promotions	194	(1)
Customer-Focused Personnel	194	(5)
Customer-Focused Job Descriptions	195	(1)
Customer-Focused Recruiting	196	(1)
Customer-Focused Orientation and Training	196	(1)
Customer Dissatisfaction and Employee Empowerment	197	(1)
Customer-Focused Motivation and Compensation	198	(1)
Summary of Chapter Objectives	199	(1)
Key Terms	200	(1)
Review Questions	201	(1)
Discussion and Critical Thinking Exercises	201	(1)
Case Problem	202	(2)
Glossary	204	(1)
Endnotes	205	(2)
Chapter 7 Environment	207	(32)
Chapter Objectives	207	(1)
Chapter Overview	208	(1)
Impact of the Service Environment on Consumers	208	(7)
Response Moderators	209	(3)
Physiological Response	212	(1)
Behaviors Created by the Environment	213	(1)
Environmental Stimuli	213	(2)
Marketing Strategies for the Service Environment	215	(3)
Positioning of the Servicescape	215	(1)
Objectives and Goals of the Servicescape	216	(2)
Designing the Service Environment	218	(9)
Location	218	(3)
Physical Facility	221	(2)
Ambient Conditions	223	(1)
Interpersonal Factors	223	(4)
Environment of Entertainment Services	227	(3)
Spectator Sports	227	(2)
Recreational Theme Parks	229	(1)
Summary of Chapter Objectives	230	(2)
Key Terms	232	(1)
Review Questions	232	(1)
Discussion and Critical Thinking Exercises	233	(1)
Case Problem	233	(3)
Glossary	236	(1)
Endnotes	237	(2)
Chapter 8 Pricing	239	(34)
Chapter Objectives	239	(1)
Chapter Overview	240	(1)
The Role of Pricing in Services	240	(1)
Price Determinants	241	(8)
Organizational Pricing Objectives	241	(1)
Cost Analysis	242	(1)
Demand/Price Curve	243	(1)
Price Elasticity	244	(3)
Competition	247	(1)
Operational Position	248	(1)
Market Mix	249	(1)
Pricing in the Business-to-Business Sector	249	(3)
Pricing Modifications	252	(7)
Differential Pricing	252	(1)
Yield Management	253	(2)
Price Bundling	255	(2)
Multiple-Use Price Discounts	257	(2)
Price Increases	259	(2)
Customer-Focused Pricing	261	(3)
Value	261	(2)
Risk	263	(1)
Level of Involvement	263	(1)
Level of Customer Participation	263	(1)
Summary of Chapter Objectives	264	(1)
Key Terms	265	(1)
Review Questions	265	(1)
Discussion and Critical Thinking Exercises	266	(1)
Case Problem	266	(4)
Glossary	270	(1)
Endnotes	271	(2)
Chapter 9 Distribution	273	(32)
Chapter Objectives	273	(1)
Chapter Overview	274	(1)
Access and Availability	275	(1)
Channel Structures	276	(2)
Channel Options	277	(1)
Multichannel Systems	278	(1)
The Channel Squeeze	278	(1)
Distribution Growth Options	278	(8)
Multisite Strategy	280	(1)
Multiservice Strategy	280	(2)
Multisegment Strategy	282	(1)
Multisite, Multiservice Strategy	282	(1)
Multisite, Multisegment Strategy	283	(1)
Multiservice, Multisegment Strategy	284	(1)
Multisite, Multiservice, Multisegment Strategy	284	(2)
Internationalization	286	(2)
Methods of International Expansion	286	(1)
Why International Expansion Fails	287	(1)
Franchising	288	(2)
Benefits of Franchising	288	(1)
Disadvantages of Franchising	289	(1)
Operational Position	289	(1)
Branding	290	(2)
Distribution Management	292	(3)
Organizational Structure	293	(1)
Economies-of-Scale	293	(2)
Customer-Focused Distribution	295	(1)
Summary of Chapter Objectives	296	(1)
Key Terms	296	(1)
Review Questions	297	(1)
Discussion and Critical Thinking Exercises	297	(1)
Case Problem	298	(3)
Glossary	301	(1)
Endnotes	302	(3)
PART III SERVICES STRATEGIES	305	(151)
Chapter 10 Competitive Marketing Strategies	307	(37)
Chapter Objectives	307	(1)
Chapter Overview	308	(1)
A Sustainable Competitive Advantage	308	(10)
The Concept of a Sustainable Competitive Advantage	308	(3)
Sources of Competitive Advantage	311	(7)
Service Life Cycle	318	(8)
Introduction Stage	318	(3)
Growth Stage	321	(1)
Maturity Stage	322	(2)
Decline Stage	324	(2)
Market Defender Strategies	326	(4)
Blocking Strategies	327	(1)
Retaliation Strategies	328	(1)
Adaptation Strategies	329	(1)
Consumer Positioning of Services	330	(4)
Methods of Positioning	330	(3)
Positioning Maps	333	(1)
Steps in Determining a Consumer Position	333	(1)
Midwest Express Develops a Marketing Strategy	334	(1)
Summary of Chapter Objectives	335	(1)
Key Terms	336	(1)
Review Questions	337	(1)
Discussion and Critical Thinking Exercises	337	(1)
Case Problem	338	(3)
Glossary	341	(1)
Endnotes	342	(2)
Chapter 11 Managing Supply, Demand, and Productivity	344	(35)
Chapter Objectives	344	(1)
Chapter Overview	345	(1)
Supply and Demand	346	(17)
Determining the Demand Pattern	347	(1)
Assessing Causes of Demand Variations	347	(2)
Managing Supply	349	(6)
Managing Demand	355	(4)
Tools for Managing Demand	359	(2)
Coping With Fluctuating Demand	361	(2)
Enhancing Productivity	363	(7)
Improving the Quality of the Labor Force	364	(1)
Investment in Capital Equipment	365	(1)
Automation of Tasks	366	(1)
Modify Customer/Service Interaction	367	(1)
Separate Customer Contact and Support Functions	368	(1)
Increasing Self-Service Options	368	(1)
Using Subcontracting or Outsourcing	369	(1)
Importance of Customer Behavior	370	(2)
Summary of Chapter Objectives	372	(1)
Key Terms	373	(1)
Review Questions	373	(1)
Discussion and Critical Thinking Exercises	373	(1)
Case Problem	374	(3)
Glossary	377	(1)
Endnotes	378	(1)
Chapter 12 Customer Retention	379	(35)
Chapter Objectives	379	(1)
Chapter Overview	380	(1)
Beyond Customer Satisfaction	381	(8)
States of Satisfaction	381	(4)
Managing the Customer Value Package	385	(3)
Operational Position and Future Purchase Behavior	388	(1)
Compatibility Management	389	(4)
First Stage	389	(1)
Second Stage	390	(1)
Third Stage	391	(2)
Customer Defections	393	(6)
Lifetime Value of a Customer	393	(1)
Value of Customers Over Time	394	(1)
Defections Management	395	(2)
Creating a Zero Defections Culture	397	(1)
The Unconditional Guarantee	398	(1)
Service Failure and Recovery	399	(4)
Service Failure	400	(1)
Service Recovery	400	(2)
Reducing Service Failures	402	(1)
Relationship Marketing	403	(3)
Developing a Relationship Marketing Program	403	(2)
Functions of a Relationship Marketing Program	405	(1)
Summary of Chapter Objectives	406	(1)
Key Terms	407	(1)
Review Questions	407	(1)
Discussion and Critical Thinking Exercises	408	(1)
Case Problem	409	(2)
Glossary	411	(1)
Endnotes	412	(2)
Chapter 13 An Integrated Communications Program	414	(42)
Chapter Objectives	414	(1)
Chapter Overview	415	(1)
The Role of Communications in Services	416	(6)
Communication and the Purchase Process	416	(3)
Building Firm Image	419	(3)
An Integrative Communications Program	422	(2)
Promotional Options	422	(1)
Servicescape	423	(1)
Communication Options	424	(20)
Advertising	424	(4)
Sales Promotions Options	428	(9)
Sales Promotional Strategies	437	(1)
Sales Promotions and Operational Positions	438	(2)
Personal Selling	440	(2)
Sponsorship Marketing	442	(2)
Cause-Related Marketing	444	(1)
Adventure Marketing	444	(1)
Steps in Developing an Integrative Communications Program	444	(3)
Summary of Chapter Objectives	447	(1)
Key Terms	448	(1)
Review Questions	449	(1)
Discussion and Critical Thinking Exercises	449	(1)
Case Problem	450	(3)
Glossary	453	(1)
Endnotes	454	(2)
Case 1 Jefferson-Pilot Corporation	456	(22)
Case 2 Autotest	478	(4)
Case 3 Clifton, The Country Inn	482	(16)
Case 4 ERG International, Inc.	498	(17)
Case 5 Adult Day Care Center	515	(7)
Case 6 Wright Airline Services Information Systems Organization	522	(17)
Case 7 Eagle Crest Country Club	539	(10)
Case 8 Apollo Hospitals of India (B)	549	(13)
Subject Index	562	(5)
Name Index	567