Essentials of Service Marketing

Name: Essentials of Service Marketing
Availability: OutOfStock
ISBN: 9780030152177

ISBN-10: 0030152178

ISBN-13: 9780030152177

Edition: 1997 (Revised)

Authors: K. Douglas Hoffman, John E. Bateson

List price: $110.00

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Book details

List price: $110.00
Copyright year: 1997
Publisher: Dryden Press
Binding: Hardcover
Pages: 530
Size: 7.78" wide x 9.58" long x 0.99" tall
Weight: 2.112
Language: English

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association. Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North…

Preface	p. ix
An Overview of Services Marketing	p. 1
An Introduction to Services	p. 2
Service Encounters: For Innovative Service, Run for the Border	p. 3
Introduction	p. 4
What Is a Service?	p. 4
The Scale of Market Entities	p. 6
The Service Experience	p. 6
Framing the Service Experience: The Servuction Model	p. 7
Why Study Services?	p. 11
The Services Revolution: A Change in Perspective	p. 14
Pulling It All Together	p. 18
Summary	p. 18
Fundamental Differences between Goods and Services	p. 22
Service Encounters: The American Automobile Association	p. 23
Introduction	p. 24
Intangibility	p. 24
Inseparability	p. 28
Heterogeneity	p. 33
Perishability	p. 35
The Role of Marketing in the Service Firm	p. 43
Summary	p. 43
An Overview of the Services Sector	p. 47
Service Encounters: Learning from Others through Benchmarking	p. 48
Introduction	p. 49
An Overview of the Service Sector	p. 49
An Overview of the Most Dynamic Service Industries	p. 53
What Can Service Firms Learn from Each Other?	p. 61
Predicted Keys to Success within the Service Sector	p. 64
Service Industry Criticisms	p. 65
Summary	p. 72
Consumer Decision Process Issues in Services Marketing	p. 75
Service Encounters: Riverside Methodist Hospital	p. 76
Introduction	p. 77
The Consumer Decision Process: An Overview	p. 77
Special Considerations Pertaining to Services	p. 83
Summary	p. 94
Ethical Issues in Services Marketing	p. 98
Service Encounters: Sears Auto Centers: Preventive Maintenance or Ethical Misconduct?	p. 99
Introduction	p. 100
What Are Ethics?	p. 100
Ethics and Business	p. 101
The Opportunity for Ethical Misconduct in Services Marketing	p. 101
Methods for Ethical Decision Making	p. 105
Issues That Create Ethical Conflict	p. 108
Factors That Influence Ethical Decision Making	p. 111
The Effects of Ethical Misconduct	p. 114
Controlling Ethical Decision Making	p. 115
Summary	p. 117
Service Strategy: Managing the Service Experience	p. 121
Service Delivery Process	p. 122
Service Encounters: Sometimes It's What They Can't See That Drives Customers Away	p. 123
Introduction	p. 124
The Customer's Involvement in the Production Process	p. 124
Marketing and Operations: Balance Is Critical	p. 126
In a Perfect World, Service Firms Would Be Efficient	p. 128
Applying the Efficiency Models to Services	p. 130
Potential Solutions to Service Operations Problems	p. 131
The Art of Blueprinting	p. 136
Summary	p. 148
The Pricing of Services	p. 152
Service Encounters: Which Price Would You Be Willing to Pay?	p. 153
Introduction	p. 154
The Consumer's Perspective	p. 154
The Service Provider's Perspective	p. 156
Price Segmentation	p. 160
Emerging Service Pricing Strategies	p. 165
Some Final Thoughts on Pricing Services	p. 170
Summary	p. 171
A Comprehensive Pricing Model: The Differentiation Premium Approach	p. 174
Differentiation Factors	p. 174
Mechanics of the Model	p. 176
The Differentiation Premium Model	p. 178
Standard Limits	p. 179
The Differentiation Premium Approach: An Example	p. 180
Concluding Remarks	p. 180
Developing the Service Communication Mix	p. 182
Service Encounters: Unique Communication Strategy: Taco Bell "Cracks" a Joke That Fools the Country	p. 183
Introduction	p. 184
Developing a Communications Strategy	p. 184
Defining Communications Objectives	p. 186
Dividing the Communications Objectives and Target Audiences	p. 188
The Communications Mix as It Relates to Consumer Behavior Considerations	p. 190
Special Problems of the Service Communications Mix	p. 193
General Guidelines for Developing Service Communications	p. 196
Special Considerations of Professional Service Providers	p. 200
Summary	p. 206
Managing the Firm's Physical Evidence	p. 209
Service Encounters: What Signals Are Your Bank's Physical Facilities Sending?	p. 210
Introduction	p. 212
The Strategic Role of Physical Evidence	p. 212
The Development of Servicescapes	p. 216
Specific Tactics for Creating Service Atmospheres	p. 222
Design Considerations for High- versus Low-Contact Service Firms	p. 229
Summary	p. 231
People Issues: Managing Employees and Customers	p. 235
Service Encounters: Service Providers from You-Know-Where	p. 236
Introduction	p. 238
The Importance of Contact Personnel	p. 238
The Boundary-Spanning Role	p. 239
The Importance of Human Resources for Service Firms	p. 243
People Issues: Managing Customers	p. 250
Strategies for Managing Consumers	p. 250
Summary	p. 261
Assessing and Improving Service Delivery	p. 265
Defining and Measuring Customer Satisfaction	p. 266
Service Encounters: Tracking Consumer Satisfaction in the United States	p. 267
Introduction	p. 269
The Importance of Customer Satisfaction	p. 270
What Is Customer Satisfaction/Dissatisfaction?	p. 271
The Benefits of Customer Satisfaction	p. 272
Measuring Customer Satisfaction	p. 273
Understanding Customer Satisfaction Ratings	p. 274
Are Customer Satisfaction Surveys Worth It?	p. 279
Customer Satisfaction: How Good Is Good Enough?	p. 279
Does Customer Satisfaction Translate into Customer Retention?	p. 282
Customer Satisfaction: A Closer Look	p. 283
Summary	p. 291
Defining and Measuring Service Quality	p. 295
Service Encounters: Measuring Service Quality: The FedEx Approach	p. 296
Introduction	p. 298
What Is Service Quality?	p. 298
The Difference in Quality Perspectives between Goods and Services	p. 299
Diagnosing Failure Gaps in Service Quality	p. 300
Measuring Service Quality: Servqual	p. 306
Service Quality Information Systems	p. 314
Summary	p. 318
Service Failures and Recovery Strategies	p. 322
Service Encounters: Is This Any Way to Run an Airline?	p. 323
Introduction	p. 327
Critical Incidents	p. 327
Types of Service Failures	p. 327
Customer Complaining Behavior	p. 331
The Art of Service Recovery	p. 335
Recovery Tactics	p. 338
Service Failure and Recovery Analysis: An Empirical Example in the Restaurant Industry	p. 340
Summary	p. 346
Sample of Critical Incident Form	p. 350
Customer Retention	p. 352
Service Encounters: The Profitability of Customer Retention Efforts at MBNA	p. 353
Introduction	p. 354
What Is Customer Retention?	p. 354
The Trend toward Customer Retention	p. 356
The Importance of Customer Retention	p. 357
The Benefits of Customer Retention	p. 359
Customer Retention Tactics	p. 361
Is It Always Worthwhile to Keep a Customer?	p. 364
Emerging Customer Retention Programs	p. 364
Defection Management	p. 372
Summary	p. 377
Putting the Pieces Together: Creating the Seamless Service Firm	p. 381
Service Encounters: Getting the Firm's Act Together: The Haves and Have Nots	p. 382
Introduction	p. 384
The Historical Weakness of Marketing in Service Firms	p. 385
Moving Beyond Departmentalization and Functionalization: The
Three-Tiered Model of Service Firms	p. 388
Building the Service Logic through Cultural Change	p. 393
The Tactical Questions Relating to Seamlessness: Conducting a Service Audit	p. 399
Summary	p. 404
Cases	p. 407
Emmy's and Maddy's First Service Encounter	p. 408
The Case of Jim Bakker and PTL	p. 417
The Case of Ivan Boesky	p. 420
The New York City Arboretum	p. 422
DeFelice and Frost	p. 433
Pritsker Software: Sales and Consulting	p. 446
Roscoe Nondestructive Testing	p. 458
Roscoe Nondestructive Testing: Another Quality Improvement Effort	p. 467
O'Keefe Associates	p. 485
Index	p. 499
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