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Preface V | |
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An Overview of Services Marketing | |
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An Introduction to Services | |
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What Is a Service? | |
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Framing the Service Experience: The Servuction Model | |
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Why Study Services? | |
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The Services Revolution: A Change In Perspective | |
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Summary | |
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Fundamental Differences Between Goods and Services | |
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Intangibility: The Mother Of All Unique Differences | |
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Inseparability | |
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Heterogeneity | |
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Perishability | |
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Summary | |
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An Overview of the Services Sector | |
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What Is The Service Economy? | |
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Service Classification Schemes: What Can Service Industries Learn From One Another? | |
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Service Economy Growth: Key Influences and Concerns | |
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Predicted Keys of Success Within The Service Sector | |
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Summary | |
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The Consumer Decision Process in Services Marketing | |
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The Consumer Decision Process: An Overview | |
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Special Considerations Pertaining to Services | |
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Summary | |
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Ethical Issues in Services Marketing | |
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What Are Ethics? | |
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The Opportunity For Ethical Misconduct In Services Marketing | |
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Methods For Ethical Decision Making | |
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Issues That Create Ethical Conflict | |
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Factors That Influence Ethical Decision Making | |
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The Effects of Ethical Misconduct | |
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Controlling Ethical Decision Making | |
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Summary | |
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Service Strategy: Managing the Service Experience | |
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Service Delivery Process | |
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Stages of Operational Competitiveness | |
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Marketing And Operations: Balance Is Critical | |
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In A Perfect World, Service Firms Would Be Efficient | |
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Applying The Efficiency Models To Service Firms | |
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The Art Of Blueprinting | |
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Summary | |
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The Pricing of Services | |
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Perception Of Value | |
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Special Considerations Of Service Pricing | |
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Emerging Service Pricing Strategies | |
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Summary | |
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Developing the Service Communications Mix | |
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Developing A Communications Strategy: The Basics | |
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The Communications Mix As It Relates To Consumer Behavior Considerations | |
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Special Problems Of The Service Communications Mix | |
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General Guidelines For Developing Service Communications | |
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Special Considerations Of Professional Service Providers | |
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Communications Tips For Professionals | |
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Summary | |
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Managing the Firm's Physical Evidence | |
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The Strategic Role Of Physical Evidence | |
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The Development of Servicescapes | |
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Specific Tactics For Creating Service Atmospheres | |
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Design Considerations For High-Versus Low-Customer-Contact Service Firms | |
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Summary | |
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People Issues: Managing Service Employees | |
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The Importance Of Service Personnel | |
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Service Personnel As Boundary Spanners | |
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The Importance of Human Resources For Service Firms | |
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Pulling It All Together | |
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Summary | |
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People Issues: Managing Service Customers | |
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Managing Customer Participation | |
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Managing Consumer Waits | |
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Managing Uncooperative Customers | |
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Customer Relationship Management-An Introduction | |
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Summary | |
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Assessing and Improving Service Delivery | |
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Defining and Measuring Customer Satisfaction | |
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The Importance Of Customer Satisfaction | |
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What Is Customer Satisfaction/Dissatisfaction | |
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The Benefits Of Customer Satisfaction | |
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Measuring Customer Satisfaction | |
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Understanding Customer Satisfaction Ratings | |
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Are Customer Satisfaction Surveys Worth It? | |
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Customer Satisfaction: How Good Is Good Enough? | |
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Does Customer Satisfaction Translate Into Customer Retention? | |
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Customer Satisfaction: A Closer Look | |
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Summary | |
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Defining and Measuring Service Quality | |
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What Is Service Quality? | |
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The Difference In Quality Perspectives Between Goods And Services | |
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Diagnosing Failure Gaps In Service Quality | |
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Measuring Service Quality: Servqual | |
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Servqual: Some Final Thoughts | |
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Service Quality Information Systems | |
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Summary | |
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Service Failures and Recovery Strategies | |
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Types of Service Failures | |
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Customer Complaining Behavior | |
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The Art Of Service Recovery | |
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Evaluating Recovery Efforts: Perceived Justice | |
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Service Failure And Recovery Analysis: A Restaurant Industry Example | |
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Summary | |
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Customer Retention | |
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What Is Customer Retention? | |
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The Benefits Of Customer Retention | |
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Customer Retention Tactics | |
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Emerging Customer Retention Programs | |
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Defection Management | |
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Summary | |
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Putting the Pieces Together: Creating the Seamless Service Firm | |
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The Historical Weakness Of Marketing In Service Firms | |
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Moving Beyond Departmentalization And Functionalization: The Three-Tiered Model Of Service Firm | |
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Building The Service Logic Through Cultural Change | |
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The Tactical Questions Relating To Seamlessness: Conducting A Service Audit | |
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Summary | |
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Cases | |
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Emmy's and Maddy's First Service Encounter | |
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Managing the Service Experience: "Police Gas Mile High Fans" | |
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The New York City Arboretum | |
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Airlines Attempting to Get a "Leg Up" On the Competition | |
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The Case Of Jim Bakker and PTL | |
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For Innovative Service, Run For the Boarder | |
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Westin Hotels in Asia: Global Distribution | |
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The Proud Sponsors of ..." Prometrix, Inc. | |
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Electronic Banking Services: High-Tech, Low Touch? | |
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O'Keefe Associates | |
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Passenger Induced Turbulence | |
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Measuring Customer Satisfaction: The FedEx Approach | |
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Roscoe Nondestructive Testing | |
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Is This Any Way to Run an Airline? | |
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The Optical Shop | |
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Primula Parkroyal Hotel: Positioning & Managing for Turnaround | |
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Glossary | |
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Index | |