| |
| |
| About the Contributors of the Readings and Cases | |
| |
| |
| Preface | |
| |
| |
| |
| Understanding Service Markets, Products, and Customers | |
| |
| |
| |
| New Perspectives on Marketing in the Service Economy | |
| |
| |
| Why Study Services? | |
| |
| |
| What Are Services? | |
| |
| |
| Services Pose Distinctive Marketing Challenges | |
| |
| |
| Services Require an Expanded Marketing Mix | |
| |
| |
| |
| Customer Behavior in Service Encounters | |
| |
| |
| Differences Among Services Affect Customer Behavior | |
| |
| |
| Customer Decision Making: The Three-Stage Model of Service Consumption | |
| |
| |
| The Prepurchase Stage | |
| |
| |
| The Service Encounter Stage | |
| |
| |
| The Post-encounter Stage | |
| |
| |
| Reading | |
| |
| |
| "In a Dizzying World, One Way to Keep Up: Renting Possessions" | |
| |
| |
| |
| |
| Building the Service Model | |
| |
| |
| |
| Developing Service Concepts: Core and Supplementary Elements | |
| |
| |
| Planning and Creating Services | |
| |
| |
| The Flower of Service | |
| |
| |
| Planning and Branding Service Products | |
| |
| |
| Development of New Services | |
| |
| |
| |
| Distributing Services Through Physical and Electronic Channels | |
| |
| |
| Distribution in a Services Context | |
| |
| |
| Determining the Type of Contact: Options for Service Delivery | |
| |
| |
| Place and Time Decisions | |
| |
| |
| Delivering Services in Cyberspace | |
| |
| |
| The Role of Intermediaries | |
| |
| |
| The Challenge of Distribution in Large Domestic Markets | |
| |
| |
| Distributing Services Internationally | |
| |
| |
| |
| Exploring Business Models: Pricing and Revenue Management | |
| |
| |
| Effective Pricing Is Central to Financial Success | |
| |
| |
| Pricing Strategy Stands on Three Legs | |
| |
| |
| Revenue Management: What It Is and How It Works | |
| |
| |
| Ethical Concerns in Service Pricing | |
| |
| |
| Putting Service Pricing into Practice | |
| |
| |
| |
| Educating Customers and Promoting the Value Proposition | |
| |
| |
| The Role of Marketing Communication | |
| |
| |
| Communicating Services Presents both Challenges and Opportunities | |
| |
| |
| Setting Communication Objectives | |
| |
| |
| The Marketing Communications Mix | |
| |
| |
| The Role of Corporate Design | |
| |
| |
| Marketing Communications and the Internet | |
| |
| |
| |
| Positioning Services in Competitive Markets | |
| |
| |
| Focus Underlies the Search for Competitive Advantage | |
| |
| |
| Market Segmentation Forms the Basis for Focused Strategies | |
| |
| |
| Service Attributes and Levels | |
| |
| |
| Positioning Distinguishes a Brand from Its Competitors | |
| |
| |
| Internal, Market, and Competitor Analyses | |
| |
| |
| Using Positioning Maps to Plot Competitive Strategy | |
| |
| |
| Changing Competitive Positioning | |
| |
| |
| Readings | |
| |
| |
| "The Health Travellers" | |
| |
| |
| |
| "The Strategic Levers of Yield Management" | |
| |
| |
| |
| "Fees! Fees! Fees!" | |
| |
| |
| |
| "Best Practice: Defensive Marketing: How a Strong Incumbent Can Protect Its Position" | |
| |
| |
| |
| |
| Managing the Customer Interface | |
| |
| |
| |
| Designing and Managing Service Processes | |
| |
| |
| Blueprinting Services to Create Valued Experiences and Productive Operations | |
| |
| |
| Service Process Redesign | |
| |
| |
| The Customer as Co-producer | |
| |
| |
| Dysfunctional Customer Behavior Disrupts Service Processes | |
| |
| |
| |
| Balancing Demand and Productive Capacity | |
| |
| |
| Fluctuations in Demand Threaten Service Productivity | |
| |
| |
| Many Service Organizations Are Capacity-Constrained | |
| |
| |
| Patterns and Determinants of Demand | |
| |
| |
| Demand Levels Can Be Managed | |
| |
| |
| Inventory Demand Through Waiting Lines and Reservations | |
| |
| |
| Minimize Perceptions of Waiting Time | |
| |
| |
| Create an Effective Reservations System | |
| |
| |
| |
| Crafting the Service Environment | |
| |
| |
| What Is the Purpose of Service Environments? | |
| |
| |
| Understanding Consumer Responses to Service Environments | |
| |
| |
| Dimensions of the Service Environment | |
| |
| |
| Putting It All Together | |
| |
| |
| |
| Managing People for Service Advantage | |
| |
| |
| Service Employees Are Crucially Important | |
| |
| |
| Front-Line Work Is Difficult and Stressful | |
| |
| |
| Cycles of Failure, Mediocrity and Success | |
| |
| |
| Human Resources Management-How to Get It Right | |
| |
| |
| Service Leadership and Culture | |
| |
| |
| Readings | |
| |
| |
| "Kung-Fu Service Development at Singapore Airlines" | |
| |
| |
| |
| "Getting More from Call Centers: Used Properly, They Can Be Strategic Assets" | |
| |
| |
| |
| "How to Lead the Customer Experience" | |
| |
| |
| |
| |
| Implementing Profitable Service Strategies | |
| |
| |
| |
| Managing Relationships and Building Loyalty | |
| |
| |
| The Search for Customer Loyalty | |
| |
| |
| Understanding the Customer-Firm Relationship | |
| |
| |
| The Wheel of Loyalty | |
| |
| |
| Building a Foundation for Loyalty | |
| |
| |
| Creating Loyalty Bonds | |
| |
| |
| Strategies for Reducing Customer Defections | |
| |
| |
| CRM: Customer Relationship Management | |
| |
| |
| |
| Achieving Service Recovery and Obtaining Customer Feedback | |
| |
| |
| Customer Complaining Behavior | |
| |
| |
| Customer Responses to Effective Service Recovery | |
| |
| |
| Principles of Effective Service Recovery Systems | |
| |
| |
| Service Guarantees | |
| |
| |
| Discouraging Abuse and Opportunistic Behavior | |
| |
| |
| Learning from Customer Feedback | |
| |
| |
| |
| Improving Service Quality and Productivity | |
| |
| |
| Integrating Service Quality and Productivity Strategies | |
| |
| |
| What Is Service Quality? | |
| |
| |
| The Gaps Model-A Conceptual Tool to Identify and Correct Service Quality Problems | |
| |
| |
| Measuring and Improving Service Quality | |
| |
| |
| Defining and Measuring Productivity | |
| |
| |
| Improving Service Productivity | |
| |
| |
| Appendix | |
| |
| |
| |
| Organizing for Change Management and Service Leadership | |
| |
| |
| Effective Marketing Lies at the Heart of Value Creation | |
| |
| |
| Integrating Marketing, Operations, and Human Resources | |
| |
| |
| Creating a Leading Service Organization | |
| |
| |
| In Search of Human Leadership | |
| |
| |
| Change Management | |
| |
| |
| Readings | |
| |
| |
| "Why Service Stinks" | |
| |
| |
| |
| "Creating New Markets Through Service Innovation" | |
| |
| |
| |
| "The One Number You Need to Grow" | |
| |
| |
| |
| Cases | |
| |
| |
| |
| Susan Munro, Service Consumer | |
| |
| |
| |
| Four Customers in Search of Solutions | |
| |
| |
| |
| Dr. Beckett's Dental Office | |
| |
| |
| |
| Starbucks: Delivering Customer Service | |
| |
| |
| |
| Giordano: Positioning for International Expansion | |
| |
| |
| |
| Aussie Pooch Mobile | |
| |
| |
| |
| Jollibee Foods Corporation | |
| |
| |
| |
| The Accra Beach Hotel | |
| |
| |
| |
| Sullivan Ford Auto World | |
| |
| |
| |
| CompuMentor and the DiscounTech.org Service | |
| |
| |
| |
| Dr. Mahalee Goes to London | |
| |
| |
| |
| Menton Bank | |
| |
| |
| |
| Red Lobster | |
| |
| |
| |
| Hilton HHonors Worldwide: Loyalty Wars | |
| |
| |
| |
| The Accellion Service Guarantee | |
| |
| |
| |
| Shouldice Hospital Limited (Abridged) | |
| |
| |
| |
| Massachusetts Audubon Society | |
| |
| |
| |
| TLContact: CarePages Service (A) | |
| |
| |
| Glossary | |
| |
| |
| Credits | |
| |
| |
| Name Index | |
| |
| |
| Subject Index | |