Essentials of Services Marketing Concepts, Strategies and Cases

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

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ISBN: 9780030288920 | 0030288924
Cover: Hardcover
Copyright: 6/29/2001

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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.

Preface

viii

part one An Overview of Services Marketing

(130)

An Introduction to Services

(24)

What is a Service?

(1)

The Scale of Market Entities

(4)

The Molecular Model

(1)

The Service Experience

(1)

Framing the Service Experience: The Servuction Model

(4)

Why Study Services?

(7)

A Comparison of the Two Approaches

(1)

Summary

(4)

Fundamental Differences Between Goods and Services

(26)

Intangibility: The Mother of All Unique Differences

(4)

Inseparability

(7)

Heterogeneity

(3)

Perishability

(7)

Summary

(4)

An Overview of the Services Sector

(29)

What Can Service Firms Learn from Each Other?

(4)

An Overview of the Most Dynamic Service Industries

(4)

Millennial Themes: Technological Developments, Demographic Changes, Competitive Pressures and Service Growth

(15)

Predicted Keys to Success Within the Service Sector

(1)

Summary

(4)

Consumer Decision Process Issues in Services Marketing

(24)

The Consumer Decision Proces: An Overview

(6)

Special Considerations Pertaining to Services

(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

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