Cover
Preface
About the Authors
Brief Contents
Contents
Part 1: An Overview of Services Marketing
Chapter 1: An Introduction to Services
1-1 Introduction
1-2 The Growing Dominance of Services
1-3 The Anatomy of a Service
1-4 Creating and Managing Compelling Service Experiences
1-5 Why Study Services?
Summary
Key Terms
Review Questions
Notes
Case 1: The Twins' First Service Encounter
Chapter 2: The Fundamental Differences between Goods and Services
2-1 Introduction
2-2 Intangibility: The Mother of All Differences
2-3 Inseparability: The Entanglements of the Service Experience
2-4 Heterogeneity: The Variability of Service Delivery
2-5 Perishability: Balancing Supply and Demand
2-6 The Relationship between Risk and Service Characteristics
2-7 Technology-based Solutions Relationship with Unique Service Characteristics
Summary
Key Terms
Review Questions
Notes
Case 2: Quaker Steak & Lube: Making the Transition from Manufacturers to Service Providers
Chapter 3: Environmental, Social, and Governance (ESG) and Ethical Issues in Services Marketing
3-1 Introduction
3-2 Environmental Considerations: Climate Change and Environmental Impacts of Service Firms
3-3 Social Considerations
3-4 Governance Considerations
3-5 Service Marketers as Social Enterprises
3-6 Ethical Considerations for Services Marketers
Summary
Key Terms
Review Questions
Notes
Case 3: Starbucks Commitment - People, Planet, Coffee
Chapter 4: Consumer Behavior in Services Marketing
4-1 Introduction
4-2 The Consumer Decision Process Model: An Overview
4-3 Consumer Decision Making: Nonsystematic Approaches
4-4 Consumer Decision Making: Special Considerations Pertaining to Ageing Consumers
Summary
Key Terms
Review Questions
Notes
Case 4: United, Southwest, or Frontier: Which Airline to Fly Out of DIA?
Part 2: The Tactical Services Marketing Mix
Chapter 5: The Service Delivery Process
5-1 Introduction
5-2 Stages of Operational Competitiveness
5-3 The Relationship between Marketing and Operations: Balance Is Critical
5-4 In a Perfect World, Service Firms Would Be Efficient
5-5 Applying Efficiency Models to Service Firms
5-6 Operations Solutions for Service Firms
5-7 The Art of Blueprinting
Summary
Key Terms
Review Questions
Notes
Case 5: Build-A-Bear Workshops: Calculating the Service Cost per Bear
Chapter 5: Appendix
5-8 Blueprinting and New-Product Development
Chapter 6: The Pricing of Services
6-1 Introduction
6-2 What Does It Mean to Provide Value?
6-3 Special Considerations of Service Pricing
6-4 Service Pricing Strategies
6-5 Pricing Guidelines: Some Final Thoughts on Pricing Services
Summary
Key Terms
Review Questions
Notes
Case 6: MDVIP: Become a Priority, Not Just a Patient
Chapter 7: Developing the Service Communication Strategy
7-1 Introduction
7-2 Discovering the Customer Decision Journey
7-3 Managing the Service Communication Process: The Fundamentals
7-4 Special Challenges Associated with the Service Communications Strategy
7-5 Specific Guidelines for Developing Service Communications
7-6 Developing Communication Strategies for Professional Service Providers
Summary
Key Terms
Review Questions
Notes
Case 7: Marketing to Older Consumers: Creating a Content Marketing Campaign
Chapter 8: Managing the Firm's Physical Evidence
8-1 Introduction
8-2 The Strategic Role of Physical Evidence
8-3 Environmental Psychology: The S-O-I and S-O-R Models
8-4 The Development of Servicescapes
8-5 Managing the Senses When Creating Servicescapes
Summary
Key Terms
Review Questions
Notes
Case 8: Developing an Orthodontic Servicescape: Dr. Crane's Dilemma
Chapter 9: People as Strategy: Managing Service Employees
9-1 Introduction
9-2 The Service Provider Role
9-3 Unleashing Service with the Right Climate
9-4 The Role of Management
9-5 Information Technology and the Service Provider
Summary
Key Terms
Review Questions
Notes
Case 9: That's It, I'm Done
Chapter 10: People as Strategy: Managing Service Customers
10-1 Introduction
10-2 Expert and Novice Customers as Part of the Production Process
10-3 The Theatrical Analogy
10-4 Customer Performance and Operational Efficiency
10-5 Customer Satisfaction and Customer Performance
10-6 Managing Customer Performance Scripts for Operational Efficiency
10-7 Building the Servicescape for the Partial Employee
10-8 Customer Performance and the Role of Marketing, Operations, and Human Resources
Summary
Key Terms
Review Questions
Notes
Case 10: Managing Uncooperative Customers
Part 3: Assessing and Implementing Successful Service Strategies
Chapter 11: Defining and Measuring Customer Satisfaction
11-1 Introduction
11-2 The Importance of Customer Satisfaction
11-3 Measuring Customer Satisfaction
11-4 Understanding Customer Satisfaction Ratings
11-5 Customer Satisfaction: How Good Is Good Enough?
11-6 Does Customer Satisfaction Translate into Customer Retention?
11-7 Customer Satisfaction: A Closer Look at Sources of Customer Expectations
Summary
Key Terms
Review Questions
Notes
Case 11: The Bluegrass Inn
Chapter 12: Defining and Measuring Service Quality
12-1 Introduction
12-2 What Is Service Quality?
12-3 Diagnosing Failure Gaps in Service Quality
12-4 Measuring Service Quality: The SERVQUAL Measurement Scale
12-5 Constructing a Service Quality Information Systems
Summary
Key Terms
Review Questions
Notes
Case 12: Service Quality at Secrets Rivera Resort
Chapter 13: The Art of Service Failure and Recovery Management
13-1 Introduction
13-2 The Psychology of Customer Complaining Behavior
13-3 Developing a Service Recovery Management Program
13-4 Successful Service Recovery Practices: Basic Rules of Thumb
Summary
Key Terms
Review Questions
Notes
Case 13
Chapter 14: Customer Loyalty and Retention
14-1 Introduction
14-2 What Is Customer Loyalty and Retention?
14-3 The Importance of Customer Loyalty
14-4 Types of Customer Loyalty Programs
14-5 Defection Management: Developing a Zero Defection Culture
Summary
Key Terms
Review Questions
Notes
Case 14: Loyalty Considerations for Woodhouse Spa
Chapter 15: Pulling the Pieces Together: Creating a World-Class Service Culture
15-1 Introduction
15-2 Traditional Types of Corporate Cultures
15-3 Obstacles to World-Class Service: Departmentalization and Functionalism
15-4 Industrial Management versus Market-Focused Management Models
15-5 Developing a Service Culture
15-6 Strategies That Facilitate Cultural Change
Summary
Key Terms
Review Questions
Notes
Case 15: Assessing Culture: Go for a Culture Walk
Glossary
Index