Cover......Page 1
Services Marketing......Page 2
Contents......Page 6
List of figures......Page 12
List of tables......Page 16
Preface......Page 17
Guided tour......Page 21
Publisher’s acknowledgements......Page 23
Part 1 Basic concept: The Service Value Chain......Page 29
Managing the service process by the Service Value Chain......Page 32
It’s all about value......Page 34
Services are processes......Page 40
The Service Value Chain......Page 43
Summary......Page 49
Case study: Creating value at Ritz-Carlton......Page 54
Value creation by services marketing: Service Value Chain and Service Profit Chain......Page 58
Integrating the Service Value Chain and the Service Profit Chain......Page 60
Customer value......Page 63
Value-driving customer behaviours......Page 71
How customers evaluate services......Page 75
Value contribution of the Service Value Chain......Page 84
Summary......Page 85
Case study: The service profit chain at a UK Grocery Store......Page 88
Case Study: The Service Profit Chain At Canadian Imperial bank of Commerce (Cibc)......Page 91
Part 2 Primary value processes: Managinginteractions and relationships......Page 95
The customer interaction process: Managing customer integration, the service encounter and service recovery......Page 98
Value creation by service interactions......Page 100
Customer integration......Page 101
Producing a service in the service encounter......Page 103
Service recovery......Page 118
Summary......Page 129
Case Study: Fujitsu Consulting: Mobile Operators creating Value by Service Interactions......Page 133
The customer relationship process: Managing customer acquisition, retention and recovery......Page 136
Value contribution of customer relationships......Page 137
Understanding customer relationships......Page 140
Understanding and managing relational behaviours......Page 145
Relationship quality: Customer perceptions of their relationships to service providers......Page 163
Summary......Page 166
Case Study: Tesco’s Clubcard......Page 169
Part 3 Secondary value processes: Creating service value......Page 171
Defining the benefit part of service value: The service product......Page 174
Value contribution of the service product......Page 175
Elements of the service product......Page 178
Decisions regarding the service product......Page 194
Summary......Page 212
Case Study: Recreational Equipment (Rei): The Greatest Shop In The World......Page 215
Defining the cost part of service value: Service pricing......Page 218
Value contribution of pricing......Page 219
Determining service price......Page 221
Strategic options of price discrimination......Page 235
Summary......Page 247
Case Study: Restructuring The Pricing Strategyof An Australian Football Club......Page 251
Delivering service value: Managing service delivery......Page 253
Value contribution of service delivery......Page 254
Place of service delivery......Page 255
Timing of service delivery......Page 268
Channels of service distribution and delivery......Page 273
Summary......Page 287
Case Study: Multi-Channelling Atmövenpick Wein Corporation......Page 290
Communicating service value: Service communications and branding......Page 294
Value contribution of branding and communications......Page 295
Interactional, relational and brand communications......Page 297
Service branding and communications......Page 302
Instruments of service communications......Page 310
Integrated communications......Page 320
Summary......Page 323
Case Study: Virgin Mobile: Growth Through Brandingand Communications In a Saturated Market......Page 326
Part 4 Secondary value processes: Managing service resources for value......Page 329
Managing employees, tangibles andtechnology for value......Page 331
Managing the behaviour of service employees......Page 333
Managing the tangibles of a service......Page 346
Managing service technology......Page 351
Summary......Page 361
Case Study: Service Orientation Throughemployee Commitment At Novotel London......Page 364
Case Study: British Airways: Improving Value through Self-Service Kiosks......Page 367
Service capacity management......Page 370
Value contribution of capacity management......Page 372
Gaps between service demand and capacity......Page 374
Determinants of service capacity management......Page 376
Options for managing service capacity......Page 378
Summary......Page 395
Case Study: Capacity Adjustments At Mcdonald’s......Page 398
Part 5 The external and internal environment of value-oriented services marketing......Page 403
Services marketing and the markets: Market strategies, international services marketing, service networks and service outsourcing......Page 406
Market segment strategies......Page 408
Market development through international services marketing......Page 410
Service outsourcing strategy......Page 419
Service network strategy......Page 423
Summary......Page 431
Case Study: Ikea’s Globalisation Strategy......Page 434
Case Study: Networking At Nexcom......Page 435
Services marketing and the service firm:Implementing and controlling services marketing......Page 438
Value contribution of services marketing implementationand control......Page 439
Implementing services marketing: Adapting a service firm’s structure, systems and culture......Page 440
Controlling services marketing: Assessing services marketing’s value drivers......Page 454
Summary......Page 464
Case Study: Value Drivers In the Airline Industry......Page 467
Glossary......Page 469
Bibliography......Page 476
Index......Page 494