Principles of Service Marketing and Management

ISBN-10: 0130404675
ISBN-13: 9780130404671
Edition: 2nd 2002
List price: $175.00 Buy it from $1.99
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Book details

List price: $175.00
Edition: 2nd
Copyright year: 2002
Publisher: Prentice Hall PTR
Publication date: 7/25/2001
Binding: Hardcover
Pages: 436
Size: 8.25" wide x 10.00" long x 0.75" tall
Weight: 2.332
Language: English

Preface
Acknowledgments
Understanding Services
Why Study Services?
Services in the Modern Economy
Marketing Services Versus Physical Goods
An Integrated Approach to Service Management
The Evolving Environment of Services
A Structure for Making Service Management Decisions
Understanding Service Processes
How do Services Differ from One Another?
Service as a Process
Different Processes Pose Distinctive Management Challenges
The Service Customer
Managing Service Encounters
Where Does the Customer Fit in the Service Operation?
Managing Service Encounters
Service as a System
The Customer as Corproducer
Customer Behavior in Service Environments
Focusing on the Right Customers
Understanding Customer Needs and Expectations
How Customers Evaluate Service Performances
The Purchase Process for Services
Mapping the Customer's Service Experience
Relationship Marketing and Customer Loyalty
Targeting the Right Customers
From Transactions to Relationships
Creating and Maintaining Valued Relationships
The Problem of Customer Misbehavior
Complaint Handling and Service Recovery
Consumer Complaining Behavior
Impact of Service Recovery Efforts on Customer Loyalty
Service Guarantees
Service Marketing Strategy
The Service Product
The Service Offering
Identifying and Classifying Supplementary Services
Service Design
Reengineering Service Processes
Pricing Strategies for Services
Paying for Service: the Customer's Perspective
Foundations of Pricing Strategy
Pricing and Demand
Putting Pricing Strategies into Practice
Promotion and Education
The Role of Marketing Communication
Communication Strategies for Services
The Marketing Communications Mix
Marketing Communications and the Internet
Service Positioning and Design
The Need for Focus
Creating A Distinctive Service Strategy
Service Positioning
Perceptual Maps as Positioning Tools
Creating and Promoting Competitive Advantage
New Service Development
Service Delivery Issues
Creating Delivery Systems in Place, Cyberspace, and Time
Evaluating Alternative Delivery Channels
Options for Service Delivery
Physical Evidence and the Servicescape
Place, Cyberspace, and Time Decisions
The Role of Intermediaries
Creating Value Through Productivity and Quality
Minding the Service Ps and Qs
Understanding Service Quality
Customer Satisfaction
Productivity Issues for Service Firms
Balancing Demand and Capacity
The Ups and Downs of Demand
Measuring and Managing Capacity
Understanding the Patterns and Determinants of Demand
Strategies for Managing Demand
Managing Customer Waiting Lines and Reservations
Waiting to Get Processed
Minimizing the Perceived Length of the Wait
Calculating Wait Times
Reservations
Poisson Distribution Table
Integrating Marketing, Operations, and Human Resources
Employee Roles in Service Organizations
Human Resources: An Asset Worth Managing
Human Resource Issues in High-Contact Environments
Job Design and Recruitment
Empowerment of Employees
Service Jobs as Relationships
Human Resources Management in a Multicultural Context
The Impact of Technology on Services
Technology in Service Environments
It and the Augmented Service Product
The Digital Revolution
Service Strategy and the Internet
Guidelines for Effective use of Technology
Organizing for Service Leadership
The Search for Synergy in Service Management
Creating a Leading Service Organization
In Search of Leadership
Cases
Glossary
Credits
Index

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