Essentials of Services Marketing

For undergraduate courses in services marketing.

As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). He is also an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, USA.

Previously, Professor Wirtz was the founding director of the dual degree UCLA – NUS Executive MBA Program from 2002 to 2014, an Associate Fellow at the Saïd Business School, University of Oxford from 2008 to 2013, and a founding member of the NUS Teaching Academy (the NUS think-tank on education matters) from 2009 to 2015.

Professor Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years. His research focuses on service marketing and has been published in over 300 academic articles, book chapters and industry reports. He is an author of over 20 books, including Essentials of Services Marketing and Services Marketing—People, Technology, Strategy (World Scientific, 9th edition, 2022), which have become two of the world’s leading services marketing textbook that has been translated and adapted for over 26 countries and regions, and with combined sales of some 1 million copies. Intelligent Automation: Learn How to Harness Artificial Intelligence to Boost Business & Make Our World More Human(2021), and Winning in Service Markets(World Scientific, 2017).

In recognition of his excellence in teaching and research, Professor Wirtz has received over 50 awards, including the prestigious Christopher Lovelock Career Contributions to the Services Discipline Award in 2019 (the highest recognition of the American Marketing Association (AMA) service community), the Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally) and the top university-level Outstanding Educator Award at NUS. He also was the winner of the inaugural Outstanding Service Researcher Award 2010 and the Best Practical Implications Award 2009, both by Emerald Group Publications. He serves on the editorial review boards of over ten academic journals, including the Journal of Service Management, Journal of Service Research, and Cornell Hospitality Quarterly, and is also an ad hoc reviewer for the Journal of the Academy of Marketing Science and Journal of Marketing. Professor Wirtz hosted the American Marketing Association’s Frontiers in Services Conference in 2019 and the SERVSIG Conference in 2005.

Professor Wirtz was a banker and took the banking exam at Chamber of Commerce and Industry in Munich. He has since been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. He has been involved in a number of start-ups including Dataswift (www.dataswift.io) and Transcribe Me (TranscribeMe.com).

PART I — UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS

• Chapter 1: Introduction to Services Marketing
• Chapter 2: Consumer Behavior in a Services Context
• Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

• Chapter 4: Developing Service Products and Brands
• Chapter 5: Distributing Services through Physical and Electronic Channels
• Chapter 6: Setting Prices and Implementing Revenue Management
• Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

• Chapter 8: Designing Service Processes
• Chapter 9: Balancing Demand and Capacity
• Chapter 10: Crafting the Service Environment
• Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

• Chapter 12: Managing Relationships and Building Loyalty
• Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

• Chapter 14: Improving Service Quality and Productivity
• Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES

• Case 1 Sullivan Ford Auto World
• Case 2 Susan Munro, Service Consumer
• Case 3 Dr. Beckett’s Dental Office
• Case 4 Uber's Unintended Burdens
• Case 5 Kiwi Experience
• Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
• Case 7 Revenue Management at The View
• Case 8 Aussie Pooch Mobile
• Case 9 Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond?
• Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
• Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
• Case 12 Red Lobster
• Case 13 Banyan Tree: Branding the Intangible
• Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
• Case 15 Menton Bank
• Case 16 Dr. Mahalee Goes to London: Global Client Management
• Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other’s Turf?
• Case 18 The Royal Dining Membership Program Dilemma

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