Table of contents

Table of contents :
Cover Page……Page 1
Title Page……Page 3
Copyright Page……Page 5
Dedication……Page 6
Preface……Page 7
About Authors Page……Page 13
Contents in Brief……Page 14
Contents……Page 15
PART I: An Overview of Services Marketing……Page 20
CHAPTER 1: An Introduction to Services……Page 21
Introduction……Page 22
What Is a Service?……Page 23
Framing the Service Experience: The Servuction Model……Page 27
Why Study Services?……Page 32
Summary……Page 39
CASE 1: The Twins’ First Service Encounter……Page 42
CHAPTER 2: The Service Sector: Supersectors and Ethical Considerations……Page 49
Introduction……Page 50
What Is the Service Economy?……Page 51
What Are Ethics?……Page 61
The Opportunity for Ethical Misconduct in Services Marketing……Page 62
Issues That Create Ethical Conflict……Page 65
The Effects of Ethical Misconduct……Page 67
Controlling Ethical Decision Making……Page 68
Summary……Page 69
CASE 2: The Conundrum: Sears Auto Centers……Page 72
CHAPTER 3: Fundamental Differences Between Goods and Services……Page 74
Introduction……Page 75
Intangibility: The Mother of All Unique Differences……Page 76
Inseparability: The Interconnection of Service Participants……Page 82
Heterogeneity: The Variability of Service Delivery……Page 87
Perishability: Balancing Supply and Demand……Page 90
The Structure of This Text……Page 96
Summary……Page 98
CASE 3: Online Air Travel: Expedia, Orbitz, and Travelocity Lead the Pack……Page 101
CHAPTER 4: Services Consumer Behavior……Page 103
Introduction……Page 104
The Consumer Decision Process: An Overview……Page 106
Special Considerations Pertaining to Services……Page 112
Summary……Page 121
CASE 4: United Attempts to Crack the Non-business Market……Page 125
PART II: The Tactical Services Marketing Mix……Page 128
CHAPTER 5: The Service Delivery Process……Page 129
Stages of Operational Competitiveness……Page 131
Marketing and Operations: Balance Is Critical……Page 135
In a Perfect World, Service Firms Would Be Efficient……Page 137
Applying Efficiency Models to Service Firms……Page 139
The Art of Blueprinting……Page 145
Blueprinting and New-Product Development: The Roles of Complexity and Divergence……Page 153
Summary……Page 155
CASE 5: Build-A-Bear Workshops: Calculating the Service Cost per Bear……Page 158
CHAPTER 6: The Pricing of Services……Page 161
Introduction……Page 162
What Does It Mean to Provide Value?……Page 163
Special Considerations of Service Pricing……Page 165
Emerging Service Pricing Strategies……Page 179
Summary……Page 182
CASE 6: MDVIP: Become a Priority, Not Just a Patient……Page 185
CHAPTER 7: Developing the Service Communication Strategy……Page 187
Introduction……Page 188
Managing the Service Communication Process……Page 190
Special Challenges Associated with the Service Communications Strategy……Page 199
Specific Guidelines for Developing Service Communications……Page 201
Developing Communication Strategies for Professional Service Providers……Page 208
Summary……Page 212
CASE 7: Developing a Communication Strategy: Ultimate Escapes……Page 215
CHAPTER 8: Managing the Firm’s Physical Evidence……Page 217
Introduction……Page 218
The Strategic Role of Physical Evidence……Page 219
The SOR Model……Page 223
The Development of Servicescapes……Page 225
Managing the Senses When Creating Servicescapes……Page 232
Summary……Page 240
CASE 8: Developing an Orthodontic Servicescape: Dr. Crane’s Dilemma……Page 243
CHAPTER 9: People as Strategy: Managing Service Employees……Page 246
Introduction……Page 248
The Importance of Service Personnel……Page 250
The Natural Stresses & Strains on Contact Service Personnel……Page 252
Unleashing Service with the Right Climate……Page 254
Information Technology and the Service Provider……Page 268
Summary……Page 271
CASE 9: Recruitment Cost Savings in the Gaming Industry……Page 274
Introduction……Page 277
Consumer Performance and Operational Efficiency……Page 279
Consumer Performance and Information Technology……Page 280
Consumer Satisfaction and Consumer Performance……Page 283
The Theatrical Analogy……Page 284
Managing Consumer Performance Scripts……Page 285
Managing Consumer Service Perceptions……Page 290
Consumer Inseparability and the Role of Marketing and Operations……Page 294
Summary……Page 297
CASE 10: You Decide How Much Meals Are Worth, Restaurants Tell Customers……Page 301
PART III: Assessing and Implementing Successful Service Strategies……Page 304
CHAPTER 11: Defining and Measuring Customer Satisfaction……Page 305
The Importance of Customer Satisfaction……Page 307
Measuring Customer Satisfaction……Page 312
Understanding Customer Satisfaction Ratings……Page 314
Customer Satisfaction: How Good Is Good Enough?……Page 320
Does Customer Satisfaction Translate into Customer Retention?……Page 322
Customer Satisfaction: A Closer Look……Page 324
Summary……Page 331
CASE 11: The Crestwood Inn……Page 333
CHAPTER 12: Defining and Measuring Service Quality……Page 335
Introduction……Page 337
What Is Service Quality?……Page 338
Diagnosing Failure Gaps in Service Quality……Page 340
Measuring Service Quality: The SERVQUAL Measurement Scale……Page 346
Service Quality Information Systems……Page 353
Summary……Page 358
CASE 12: Service Quality at the Remington Hotel……Page 361
CHAPTER 13: Complaint and Service Recovery Management……Page 364
Introduction……Page 365
The Psychology of Customer Complaining Behavior……Page 367
Developing a Service Recovery Management Program……Page 374
The Art of Service Recovery: Basic Rules of Thumb……Page 383
Summary……Page 385
CASE 13: Part I: Is This Any Way to Run an Airline?……Page 389
CASE 13: Part II: World Airline’s Response……Page 392
CHAPTER 14: Customer Loyalty and Retention……Page 394
Introduction……Page 395
What Is Customer Loyalty?……Page 396
What Is Customer Retention?……Page 401
The Benefits of Customer Retention……Page 404
Customer Retention Programs……Page 408
Defection Management: Developing a Zero Defection Culture……Page 413
Summary……Page 419
CASE 14: The Mandalay Bay Conundrum……Page 422
CHAPTER 15: Pulling the Pieces Together: Creating a World-Class Service Culture……Page 425
Introduction……Page 426
Obstacles to World-Class Service: Departmentalization and Functionalism……Page 427
Developing a Service Culture……Page 437
Strategies that Facilitate Cultural Change……Page 444
Summary……Page 449
CASE 15: Assessing Your College’s Culture: Go for a Culture Walk……Page 451
Glossary……Page 453
Index……Page 467