Services marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
1996
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | McGraw-Hill series in marketing
McGraw-Hill international series Marketing and avertising series |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 700 S. Ill., graph. Darst. |
| ISBN: | 0070782504 |
Internformat
MARC
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| 100 | 1 | |a Zeithaml, Valarie A. |e Verfasser |0 (DE-588)113065035 |4 aut | |
| 245 | 1 | 0 | |a Services marketing |c Valarie A. Zeithaml ; Mary Jo Bitner |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a New York [u.a.] |b McGraw-Hill |c 1996 | |
| 300 | |a XX, 700 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a McGraw-Hill series in marketing | |
| 490 | 0 | |a McGraw-Hill international series | |
| 490 | 0 | |a Marketing and avertising series | |
| 650 | 7 | |a Dienstensector |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Service industries -- Marketing | |
| 650 | 4 | |a Customer services | |
| 650 | 4 | |a Marketing | |
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| 650 | 0 | 7 | |a Dienstleistungsbetrieb |0 (DE-588)4012181-1 |2 gnd |9 rswk-swf |
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| 689 | 1 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | |5 DE-188 | |
| 700 | 1 | |a Bitner, Mary J. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007194476&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-007194476 | ||
Datensatz im Suchindex
| _version_ | 1804125253463441408 |
|---|---|
| adam_text | PREFACE xvii
PART ONE
Introduction i_
1. INTRODUCTION TO SERVICES 3
What Are Services? 5
Tangibility Spectrum 5
Trends in the Service Sector 6
Why Services Marketing? 7
A Service based Economy 8
Service as a Business Imperative in
Manufacturing 10
Deregulated Industries and Professional
Service Needs 11
New Technologies Spawn Need for Service
Concepts 11
Services Marketing Is Different 12
Technology Spotlight: New Technology
Based Services Require Customer
Education: The Case of Caller
Identification 13
Myths about Services 13
Myth I: A Service Economy Produces
Services at the Expense of Other Sectors 13
Myth 2: Service Jobs Are Low Paying and
Menial 14
Myth 3: Service Production Is Labor
Intensive and Low in Productivity 15
Myth 4: The Growth of Government Is the
Reason We Are a Service Economy 16
CONTENTS
Myth 5: Service Is a Necessary Evil
for Manufacturing Firms 16
Myth 6: Managing Services Is Just Like
Managing Manufacturing Businesses 16
Differences in Goods versus Services
Marketing 18
Intangibility 19
Heterogeneity 20
Simultaneous Production and
Consumption 20
Perishability 21
Challenges and Questions for Service
Marketers 21
The Services Marketing Triangle 22
The Services Marketing Mix 23
Traditional Marketing Mix 23
Expanded Mix for Services 26
Summary 27
Discussion Questions 28
Exercises 28
Notes 29
2. KEY COMPETITIVE TRENDS AND
CONCEPTUAL FRAMEWORK
OF THE BOOK 30
Competitive Trends for the 1990s and
Beyond 31
Customer Satisfaction and Customer Focus 31
Value 32
Total Quality Management and Sen ice
Quality 33
vii
Viii CONTENTS
Emphasis on Sen ice as a Key
Differentiator in Manufacturim; Firms 34
VV» Measurement Systems that Link
Customer Satisfaction with Financial
Goals anil O/ erational Measurements 34
Fmertiint; Techn lm; .v*
Internationalization of Senices 36
Technology Spotlight: Virtual Reality 36
The Gaps Model of Service Quality 3~
The Customer Gap: The Difference
between Customer Perceptions and
Expectations 37
Provider GAP I: Sot Knouim; What
Customers Expect 3K
Provider GAP 2: ot Selecting the Kn;ht
Sen ice Designs Standards 4(1
Provider GAP 3: Sot Delivering to Service
Standards 43
Provider GAP 4: Sol Matchinv
Performance to Promises 45
Putting It All Together: Closing the Gups 47
Summary and Conclusion 50
Discussion Questions 50
Exercises 50
Notes 51
PART TWO
focus on the Customer 53
3. CONSUMER BEHAVIOR IN SERVICES 55
Services: Search versus Experience
versus Credence Properties . 57
Services: Categories in the Decision
making Process and Framework ot the
Chapter 60
Information Search 60
Technology Spotlight: Consumer
Resistance to Changing Technology:
Voice Mail 63
Evaluation of Sen ice Alternatives 63
Sen ice Purchase and Consumption 66
Post purchase Evaluation 69
Summary and Conclusion 72
Discussion Questions 72
Exercises 7?
Notes 73
4. CUSTOMER EXPECTATIONS
OF SERVICE 75
Meaning and I pes ot Ser ice
Expectations 77
l.xpci led Service: Jim Levels
t f Expectations 77
The /.one of Tolerance 79
Factors That Influence Customer
Expectations ot Service X2
Sources ot Desired Sen ice Expectations H2
Sources ot Adequate Service Expectations S4
Technology Spotlight: Information
Technology and Reengineering
Combine to Change Customer
Expectations of Service H7
Service Encounter Expectation* versus
Overall Senne Expectations NX
Source* ot lioth Desired ami Predicted
Sen ice Expectation* NK
A Model ot Customer Service
F.xpcctations 90
The Customer (nip Revised: Seni( e
Sitpenoritv versus Seni e Adet/uac v 91
Current Issues Involving Customer
Service Expectations 93
What Does a Services Marketer Do
it Customer Expectations Are
I nreidistic . 94
How Does a Company Exceed Customer
Seniic Expectation*. %
Do Customer Service Expcttations
Continually Escalate . 97
lion Does a Sen ice Company Stay
Ahead ot Competition in Meeting
Customer Expectations? ^7
Summary 99
Discussion Questions 99
Exercises 100
Notes 100
5. CUSTOMER PERCEPTIONS
OF SERVICE 102
Factors That Influence Customer
Perceptions of Service 104
Senice Encounters, or Moments
of Truth 105
The Evidence of Senice 113
Image 114
Technology Spotlight: Capturing
Customer Perceptions in Real Time 116
Price 116
How Are Customer Perceptions
Organized? 116
Senice Quality 117
Customer Satisfaction 123
Perceived Value 124
Perceptions of Service for Different Units
of Analysis (UOA) 124
Strategies for Influencing Customer
Perceptions 125
Aim for Customer Satisfaction in Every
Senice Encounter 126
Manage the Evidence of Senice
to Reinforce Perceptions 127
Communicate Realistically and Use
Customer Experiences to Reinforce
Images 127
Use Price to Enhance Customer
Perceptions of Quality and Value 128
Summary 128
Discussion Questions 129
Exercises 130
Notes 130
PART THREE
Listening to Customer
Requirements 133
6. UNDERSTANDING CUSTOMER
EXPECTATIONS THROUGH
MARKETING RESEARCH 135
Using Marketing Research to
Understand Customer Expectations 137
CONTENTS iX
Stage I: Define the Problem and Research
Objectives 138
Stage 2: Develop a Sendees Measurement
Strategy 142
Stage 3: Implement the Research Program 143
Technology Spotlight: How
Technology Improves the Practice of
Marketing Research 148
Stage 4: Collect and Tabulate the Data 154
Stage 5: Analyze and Interpret the
Findings 154
Stage 6: Report the Findings 155
Use of Marketing Research Information 159
Upward Communication 161
Objectives for Upward Communication 162
Research for Upward Communication 162
Summary 165
Discussion Questions 165
Exercises 166
Notes 166
V/7. BUILDING CUSTOMER
RELATIONSHIPS THROUGH
SEGMENTATION AND RETENTION
STRATEGIES 169
Relationship Marketing 171
Goals of Relationship Marketing 172
Benefits of Customer Retention 173
The Customer Isn t Always Right 178
The Foundation for Relationships:
Market Segmentation 180
Process for Market Segmentation and
Targeting in Sen ices 181
Individualized Senice: Segments of One 187
Technology Spotlight: Customer
Information Systems Allow Mass
Customization of Services 188
Retention Strategies 189
Monitor Relationships 189
Three Levels of Retention Strategies 190
Recovery—Retaining Customers When
Things Go Wrong 193
Customer Appreciation 195
X CONTENTS
Summary 196
Discussion Questions 196
Exercises 197
Notes 197
PART FOUR
Aligning Strategy, Serwice
Design, and Standards 2m
8. CUSTOMER DEFINED SERVICE
STANDARDS 203
Main Factors Leading to Provider
GAP 2 205
Inadequate Standardization of Service
Behaviors and Actions 205
Absence of Formal Goal Setting 207
Lack of Customer defined Standards 208
Customer Defined Service Standards 209
Hard Customer defined Standards 209
Soft Customer defined Standards 210
One Time Fixes 213
Building Blocks: The Service Encounter
Sequence 215
Expressing Customer Requirements as
Specific Behaviors and Actions 218
Measurements of Behaviors and Actions 220
Process for Developing Customer
Defined Standards 222
Technology Spotlight: The Role of
Information Technology in Customer
Defined Standards 222
Step 1: Identify Existing or Desired
Service Encounter Sequence 223
Step 2: Translate Customer Expectations
into Behaviors and Actions for Each
Service 223
Step 3: Select Behaviors and Actions
for Standards 224
Step 4: Decide Whether Hard or Soft
Standards Are Appropriate 226
Step 5: Develop Feedback Mechanisms
for Measurement to Standards 111
Step 6: Establish Measures and Target
Levels 230
Step 7: Track Measures against
Standards 232
Step 8: Provide Feedback about
Performance to Employees 232
Step 9: Periodically Update Target
Levels and Measures 232
Service Performance Indices 233
Summary 235
Discussion Questions 236
Exercises 236
Notes 237
9. LEADERSHIP AND MEASUREMENT
SYSTEMS FOR MARKET DRIVEN
SERVICE PERFORMANCE 238
Key Reasons for GAP 2 240
Inadequate Service Leadership 240
Not Recognizing that Quality Service Is
a Profit Strategy 240
Imbalanced Performance Scorecard 242
Service Leadership 242
A Leader Creates a Service Vision 243
A Leader Implements the Service Vision 245
The Challenge of Middle Management 251
Service Quality as a Profit Strategy 252
The Role of Service Quality in Offensive
Marketing: Attracting More and Better
Customers 252
The Role of Service Quality in Defensive
Marketing: Retaining Customers 254
The Balanced Performance Scorecard 256
Technology Spotlight: Implementing
a Balanced Scorecard in Health Care 257
Financial Measurement 257
Customer Perception Measurement 258
Operational Measurement 258
Innovation and Learning Measurement 258
Summary 259
Discussion Questions 259
Exercises 260
Notes 260
10. SERVICE DESIGN AND POSITIONING 263
Challenges of Service Design and
Positioning 265
New Service Development 267
Types of New Services 268
Stages in New Services Development 269
Technology Spotlight: Technology
Revolutionizes Service Offerings 270
Use of a Formal New Service Development
Model by Service Firms 275
Service Blueprinting 277
What Is a Service Blueprint? 277
Service Blueprint Examples 280
Reading and Using Service Blueprints 282
Building a Blueprint 285
Service Positioning 286
Positioning Dimensions 288
Positioning on the Five Dimensions
of Service Quality 288
Positioning on Service Evidence 291
Summary 293
Discussion Questions 295
Exercises 296
Notes 296
PART FIVE
Delivering and Performing
Service 299
11. EMPLOYEES ROLES IN SERVICE
DELIVERY 301
The Critical Importance of Service
Employees 303
Employee Satisfaction—Customer
Satisfaction 304
Service Quality Dimensions Are Driven
by Employee Behaviors 306
CONTENTS Xi
Boundary Spanning Roles 307
Emotional Labor 307
Sources of Conflict 308
Quality/Productivity Trade offs 310
Strategies for Closing GAP 3 311
Technology Spotlight: Imaging System
Increases Productivity and Customer
Service 311
Hire the Right People 313
Develop People to Deliver Service
Quality 316
Provide Needed Support Systems 322
Retain the Best People 325
Service Culture 328
Summary 329
Discussion Questions 330
Exercises 331
Notes 331
12. DELIVERING SERVICE THROUGH
INTERMEDIARIES 334
Intermediaries and the GAPs Model 337
Reasons for GAP 3 Involving
Intermediaries 338
Key Intermediaries for Service Delivery 340
Franchising 340
Agents and Brokers 348
Electronic Channels 351
Technology Spotlight: Ticketless Air
Travel 355
Strategies for Effective Service
Delivery through Intermediaries 356
Control Strategies 357
Empowerment Strategies 357
Partnering Strategies 359
Summary 359
Discussion Questions 360
Exercises 360
Notes 361
Xii CONTENTS
13. CUSTOMERS ROLES IN SERVICE
DELIVERY 363
The Importance of Customers in Service
Delivery 366
Customer Receiving the Service 2 61
Other Customers 367
Customers Roles 368
Customers as Productive Resources 368
Customers as Contributors to Service
Quality, Value, and Satisfaction 370
Customers as Competitors 372
Strategies for Enhancing Customer
Participation 373
Define Customers Jobs 373
Technology Spotlight: At Charles
Schwab Investors Watch the Market
Themselves 376
Recruit, Educate, and Reward Customers 378
Manage the Customer Mix 382
Summary 384
Discussion Questions 384
Exercises 385
Notes 385
14. MANAGING DEMAND AND CAPACITY 387
The Underlying Issue: Lack of
Inventory Capability 389
Understanding Capacity Constraints 392
Time, Labor, Equipment, Facilities 392
Optimal versus Maximal Use of Capacity 393
Understanding Demand Patterns 394
Charting Demand Patterns 394
Predictable Cycles 394
Random Demand Fluctuations 395
Demand Patterns by Market Segment 395
Strategies for Matching Capacity and
Demand 396
Shifting Demand to Match Capacity 396
Flexing Capacity to Meet Demand 399
Yield Management: Balancing Capacity
Utilization, Pricing, Market Segmentation,
and Financial Return 401
Challenges and Risks in Using Yield
Management 403
Technology Spotlight: Shippers Turn
to Computer Technology to Assist
with Yield Management 403
Waiting Line Strategies: When Demand
and Capacity Cannot Be Aligned 404
Employ Operational Logic 405
Establish a Reservation Process 406
Differentiate Waiting Customers 407
Make Waiting Fun, or at Least Tolerable 408
Summary 410
Discussion Questions 411
Exercises 412
Notes 412
15. INTERNATIONAL SERVICES
MARKETING 414
Challenges in the Global Market 417
Legal Barriers to Services Marketing 417
Cultural Barriers to Services Marketing 419
Technology Spotlight:
Internationalizing the Airwaves 424
Opportunities in International Services 425
U.S. Exports of Services 426
Free Trade Agreements 426
Opportunities in International Markets 430
Selling Services Internationally the Easy
Way, at Home 430
Trade Creates Service Demand 431
Data on International Services 434
Pursuing and Managing Opportunities
for International Services 434
Adapting the Service Itself 434
Adapting Promotion and Distribution 435
Adapting Entry Modes 437
Adapting Communication 438
Adapting Work Force Management 440
Adapting Marketing Research
Internationally 441
Summary 442
Discussion Questions 442
Exercises 443
Notes 443
PART SIX
Managing Service Promises 447
16. THE ROLE OF ADVERTISING,
PERSONAL SELLING, AND OTHER
COMMUNICATION 449
Key Reasons for GAP 4 Involving
Communication 452
Inadequate Management of Service
Promises 452
Overpromising in Advertising and
Personal Selling 453
Inadequate Customer Education 454
Inadequate Horizontal Communications 455
Differences in Policies and Procedures
across Distribution Outlets 456
Four Categories of Strategies to Match
Service Promises with Delivery 456
Managing Service Promises 457
Resetting Customer Expectations 462
Improving Customer Education 465
Managing Horizontal Communications 468
Exceeding Customer Expectations:
Caveats and Strategies 472
Demonstrate Understanding of Customer
Expectations 474
Leverage the Delivery Dimensions 475
Exceed Expectations of Selected
Customers 476
Underpromise and Overdeliver 478
Position Unusual Service as Unique, Not
the Standard 478
Summary 478
Discussion Questions 479
Exercises 479
Notes 479
17. PRICING OF SERVICES 482
The Role of Price and Value in
Provider GAP 4 484
CONTENTS Xiii
Three Key Ways Service Prices Are
Different for Consumers 485
Customer Knowledge of Service Prices 485
The Role of Nonmonetary Costs 489
Price as an Indicator of Service Quality 490
Approaches to Pricing Services 491
Cost based Pricing 491
Competition based Pricing 494
Technology Spotlight: On Line Legal
Fees 495
Demand based Pricing 496
Summary 513
Discussion Questions 513
Exercises 514
Notes 514
18. THE PHYSICAL EVIDENCE OF
SERVICE 516
Physical Evidence—What Is It? 519
Types of Servicescapes 521
Servicescape Use 521
Complexity of the Servicescape 523
Typology Implications 523
Roles of the Servicescape 524
Package 524
Facilitator 524
Socializer 525
Differentiator 526
Framework for Understanding
Servicescape Effects on Behavior 526
The Underlying Framework 526
Behaviors in the Servicescape 527
Internal Responses to the Servicescape 530
Internal Response Moderators 533
Environmental Dimensions of the
Servicescape 534
Approaches for Understanding
Servicescape Effects 537
Environment Surveys 538
Direct Observation 538
Experiments 540
Technology Spotlight: Virtual Reality:
Simulating Service Environments 541
Xiv CONTENTS
Photographic Blueprints 542
Guidelines for Physical Evidence
Strategy 542
Recognize the Strategic Impact of
Physical Evidence 543
Map the Physical Evidence of Service 543
Clarify Roles of the Servicescape 543
Assess and Identify Physical Evidence
Opportunities 544
Be Prepared to Update and Modernize the
Evidence 544
Work Cross functionally 544
Summary 545
Discussion Questions 546
Exercises 547
Notes 547
CASES
Case 1 The Chartered Bank
of Canada 550
Case 2 Roscoe Nondestructive
Testing (A) 561
Case 3 The Launch of Classic FM 569
Case 4 Cedarbrae Volkswagen—
Quality of Service 584
Case 5 Baxter Healthcare
Corporation, Shared Services (A) 611
Case 6 Shouldice Hospital Limited 629
Case 7 AT T (A): Focusing the
Services Salesforce on Customers 647
AT T (C): Employees as
Customers 659
Case 8 Wolf Fenner (A): Pan
Europeanizing Service Quality 666
Case 9 Getting the Bugs Out 682
INDEX 691
|
| any_adam_object | 1 |
| author | Zeithaml, Valarie A. Bitner, Mary J. |
| author_GND | (DE-588)113065035 |
| author_facet | Zeithaml, Valarie A. Bitner, Mary J. |
| author_role | aut aut |
| author_sort | Zeithaml, Valarie A. |
| author_variant | v a z va vaz m j b mj mjb |
| building | Verbundindex |
| bvnumber | BV010772501 |
| callnumber-first | H - Social Science |
| callnumber-label | HD9980 |
| callnumber-raw | HD9980.5.Z45 1996 |
| callnumber-search | HD9980.5.Z45 1996 |
| callnumber-sort | HD 49980.5 Z45 41996 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| classification_rvk | QR 560 |
| ctrlnum | (OCoLC)33276289 (DE-599)BVBBV010772501 |
| dewey-full | 658.820 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 20 658.8 |
| dewey-search | 658.8 20 658.8 |
| dewey-sort | 3658.8 220 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV010772501 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:58:37Z |
| institution | BVB |
| isbn | 0070782504 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007194476 |
| oclc_num | 33276289 |
| open_access_boolean | |
| owner | DE-703 DE-N2 DE-473 DE-BY-UBG DE-521 DE-634 DE-188 |
| owner_facet | DE-703 DE-N2 DE-473 DE-BY-UBG DE-521 DE-634 DE-188 |
| physical | XX, 700 S. Ill., graph. Darst. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | McGraw-Hill |
| record_format | marc |
| series2 | McGraw-Hill series in marketing McGraw-Hill international series Marketing and avertising series |
| spelling | Zeithaml, Valarie A. Verfasser (DE-588)113065035 aut Services marketing Valarie A. Zeithaml ; Mary Jo Bitner 1. ed. New York [u.a.] McGraw-Hill 1996 XX, 700 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill series in marketing McGraw-Hill international series Marketing and avertising series Dienstensector gtt Marketing gtt Service industries -- Marketing Customer services Marketing Dienstleistung (DE-588)4012178-1 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s DE-188 Dienstleistungsbetrieb (DE-588)4012181-1 s Bitner, Mary J. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007194476&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zeithaml, Valarie A. Bitner, Mary J. Services marketing Dienstensector gtt Marketing gtt Service industries -- Marketing Customer services Marketing Dienstleistung (DE-588)4012178-1 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4012181-1 (DE-588)4037589-4 |
| title | Services marketing |
| title_auth | Services marketing |
| title_exact_search | Services marketing |
| title_full | Services marketing Valarie A. Zeithaml ; Mary Jo Bitner |
| title_fullStr | Services marketing Valarie A. Zeithaml ; Mary Jo Bitner |
| title_full_unstemmed | Services marketing Valarie A. Zeithaml ; Mary Jo Bitner |
| title_short | Services marketing |
| title_sort | services marketing |
| topic | Dienstensector gtt Marketing gtt Service industries -- Marketing Customer services Marketing Dienstleistung (DE-588)4012178-1 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Dienstensector Marketing Service industries -- Marketing Customer services Dienstleistung Dienstleistungsbetrieb |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007194476&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT zeithamlvalariea servicesmarketing AT bitnermaryj servicesmarketing |