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