Managing services marketing: text and readings
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Fort Worth [u.a.]
Dryden Press
1999
|
| Edition: | 4. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXVI, 471 S. graph. Darst. |
| ISBN: | 0030225191 |
Staff View
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| 245 | 1 | 0 | |a Managing services marketing |b text and readings |c John E. G. Bateson ; K. Douglas Hoffman |
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Record in the Search Index
| _version_ | 1804127480701779968 |
|---|---|
| adam_text | Chapter 1: The Service Revolution 5
The Basic Building Chapter 2: Understanding the Service Consumer 23
Blocks Chapter 3: Understanding the Service Operation 45
Chapter 4: Understanding the Service Worker 58
Article 1.1: A Test of Services Marketing Theory: Consumer
Information Acquisition Activities 71
Article 1.2: Critical Service Encounters: The Employee s Viewpoint 88
Article 1.3: Managing Multiple Demands: A Role Theory Examination
of the Behaviors of Customer Contact Service Workers 102
IHii93E^B^^^^^I Chapter 5: The Service Operation , 118
Configuring the Service y Chapter 6: The Physical Setting — ~7 ,AJ 135
Pi 11 Chapter 7: The Service Employees 150
Chapter 8: Communications Strategy 164
Chapter 9: Service Pricing Policy 177
Article 2.1: The Influence of Store Environment on Quality
Inferences and Store Image 189
»i Article 2.2: What to Tell Customers in Waits of Different Lengths:
r^ An Integrative Model of Service Evaluation 202
^Article 2.3: The Effects of Filled Waiting Time and Service Provider
* Control over the Delay on Evaluations of Service 214
Article 2.4: The Management of Customer Contact Service
Employees: An Empirical Investigation 226
Article 2.5: Going to Extremes: Managing Service Encounters and
Assessing Provider Performance 249
Article 2.6: A Comparison of Advertising Content: Business to Business
versus Consumer Services 267
¦ZESu^D3EI33l Chapter 10: Competing as a Service Firm: Generic Competitive Strategies 279
Competing as a Service Chapter 11: Customer Satisfaction System 292
Firm Chapter 12: Service Recovery 310
276 Chapter 13: The Customer Retention System 324
Chapter 14: Competing as a Service Firm: Service Quality 338
Chapter 15: Competing as a Service Firm: Building a Customer Focused
Service Organization 354
Article 3.1: Developing Global Strategies for Service Businesses 365
Article 3.2: Customer Satisfaction Fables 379
Article 3.3: The American Customer Satisfaction Index: Nature, Purpose,
and Findings 383
Article 3.4: Customer Evaluations of Service Complaint Experiences 397
Article 3.5: Do Customer Loyalty Programs Really Work? 416
Article 3.6: Customer Switching Behavior in Service Industries:
An Exploratory Study 427
Article 3.7: Measuring Service Quality: A Reexamination and Extension 441
Article 3.8: Improving the Measurement of Service Quality 455
Index 463
XV
Chapter 1
The Basic Building The Service Revolution 5
Blocks
2 The Service Economy 6
Service at the Firm Level 8
What Is a Service? 9
Classification of Services 10
The Basic Model 12
Services Cannot Be Inventoried 12
Services in Action 1.1 Rainforest Cafe 13
Services Are Time Dependent 14
Services Are Place Dependent 15
Consumers Are Always Involved in the Factory 15
Changes in the Factory Mean Changes in Consumer Behavior 15
Services in Action 1.2 Domino s Pizza 16
Changes in the Benefit Concept Mean Changes in the Factory 17
Everyone and Everything That Comes into Contact with the Consumer Is
Delivering the Service 17
Contact Persons Are Products 18
Services Cannot Be Quality Controlled at the Factory Gate 18
A Different Concept of Marketing as an Organizational Function 19
Sequence of the Book 19
Part I: The Basic Building Blocks 19
Part II: Configuring the Service Firm 20
Part III: Competing as a Service Firm 21
Notes 21
Chapter 2
Understanding the Service Consumer 23
Chapter Overview 24
The Three Stage Model of Services Consumer Behavior 24
The Prepurchase Stage 24
The Consumption Stage 25
Postpurchase Evaluation 25
Services in Action 2.1 Riverside Methodist Hospital 29
Models of Consumers Decision Making Processes 29
The Consumer as a Risk Taker 30
Risk Reduction Strategies for Consumer Services 31
Services in Action 2.2 Fidelity Investments 32
Risk Reduction Strategies for Industrial and Professional Services 32
The Consumer as a Rational Mathematician 33
Shortcomings of the Multiattribute Model for Services 35
xvii
xviii • Contents
Relating Customer Attributes to Managerial Actions 36
The Consumer as a Searcher for Control 36
The Consumer as an Actor within a Script 39
Services in Action 2.3 Safeway 42
The Consumer as a Partial Employee 42
Consumer Behavior and Management Decisions 43
Questions 43
Notes 44
Chapter 3
Understanding the Service Operation 45
Chapter Overview 46
Services in Action 3.1 Arby s 47
Prerequisites for Manufacturing Efficiency 48
Alternative Strategies for Achieving Manufacturing Efficiency 49
Applying the Efficiency Model to Services 49
Potential Solutions to Service Operations Problems 50
Isolating the Technical Core and Minimizing the Servuction System 51
The Operations Perspective 51
The Marketing Perspective 53
Production Lining the Whole System 53
Creating Flexible Capacity 54
The Operations Perspective 54
The Marketing Perspective 54
Increasing Customer Participation 55
Moving the Time of Demand to Fit Capacity 55
Summary: The Marketing/Operations Interdependence 55
Questions 56
Notes 56
Chapter 4
Understanding the Service Worker 58
Chapter Overview 59
The Importance of Contact Personnel 59
The Boundary Spanning Role 62
Role Stress in Boundary Spanning Roles 63
Sources of Conflict in Boundary Spanning Roles 64
Services in Action 4.1 Holding It for Eight Hours 65
The Fight for Control 66
The Implications of Role Stress for Boundary Spanning Personnel 66
Services in Action 4.2 Holding It for Eight Hours (II) 67
Managing the Customer Contact Personnel Interface 68
Summary: People as the Product 69
Questions 69
Notes 70
Contents • xix
Article 1.1
A Test of Services Marketing Theory: Consumer Information
Acquisition Activities 71
Keith B. Murray
Article 1.2
Critical Service Encounters: The Employee s Viewpoint 88
Mary Jo Bitner, Bernard H. Booms, and Lois A. Mohr
Article 1.3
Managing Multiple Demands: A Role Theory Examination of the
Behaviors of Customer Contact Service Workers 102
Kristopher A. Weatherly and David A. Tansik
Chapter 5
Configuring the Service The Service Operation 118
Firm
114 Chapter Overview 119
The Four Stages of a Service Firm s Operational Competitiveness 119
Stage 1: Available for Service 119
Stage 2: Journeyman 120
Stage 3: Distinctive Competence Achieved 120
Stage 4: World Class Service Delivery 120
The Manufacturing Strategy Paradigm Applied to Service 121
Baselining Performance 121
Setting Priorities and Achieving Coherence 121
Services in Action 5.1 Citicorp 122
Services in Action 5.2 The Chubb Group of Insurance Companies 125
Designing the Interactive Process 126
The Service Operations Manager s Perspective 126
The Service Marketing Manager s Perspective 127
Using Flowcharts to Identify the Servuction Process 128
Services in Action 5.3 Lands End 129
A Marketing or an Operations Flowchart? 129
Flowcharting for New Product Development 131
Services in Action 5.4 Intercontinental Florist 133
Process Reengineering and Service Businesses 133
Summary 134
Questions 134
Notes 134
Chapter 6
The Physical Setting 135
Chapter Overview 136
Physical Setting and Different Types of Service Delivery 136
Physical Evidence and Operational Efficiency 137
xx • Contents
Socializing Employees and Customers 137
Physical Setting as a Source of Differentiation 138
Individuals Responses to Physical Settings 138
Services in Action 6.1 Surreal but So Real 139
The Mehrabian Russell Model 139
The Servicescapes Model 140
Services in Action 6.2 Restaurants Tell All about Their Food 146
Crowding, Capacity, and Control 146
Waiting in Line Blues 147
Questions 148
Notes 148
Chapter 7
The Service Employees 150
Chapter Overview 151
Human Resources Policies and the Customer 151
Human Resources Policies and Climate or Culture 152
Services in Action 7.1 Pre Opening Training at the Sheraton Palace Hotel 153
Creating the Right Type of Organization 153
Services in Action 7.2 Taco Bell Recruitment and Empowerment 154
Empowerment and Enfranchisement 154
Making Empowerment Work 155
Services in Action 7.3 Disney World 157
Making Enfranchisement Work 158
When to Empower and Enfranchise 158
Services in Action 7.4 Enfranchisement at Fairfield Inns 159
Implications for Marketing 160
Reducing Role Stress with Marketing 160
Services in Transition 161
Services in Action 7.5 Northwest Airlines: The Turnaround Bill Arrives 162
Questions 162
Notes 162
Chapter 8
Communications Strategy 164
Chapter Overview 165
Setting Communications Strategy for Services 165
Defining the Target Audience for Service Communication 165
Advertising to Employees 166
Setting Communications Objectives for Services 167
Services in Action 8.1 Influencing the Preconsumption Choice Process:
NASDAQ International 168
Services in Action 8.2 Teaching the Consumer the Script:
Wendy s Hamburgers 170
Communications to Influence Choice or Evaluations? 171
Contents • xxi
Dividing the Communications Objectives and Target Audiences
among the Channels 171
Capabilities of Different Channels 171
Understanding Consumer Information Acquisition 172
General Guidelines for Communications Messages 173
Promise What Is Possible 173
Tangibilize the Intangible 173
Feature the Working Relationship between Customer and Provider 174
Reduce Consumer Fears about Variations in Performance 174
Determine and Focus on Relevant Service Quality Dimensions 174
Putting the Communications Mix Together 175
Questions 175
Notes 176
Chapter 9
Service Pricing Policy 177
Chapter Overview 178
Time Dependent Capacity and Its Impact on Pricing 178
The Nature of Service Costs 179
The Nature of Service Demand 180
Price Discrimination and Time Based Pricing 180
Discrimination by Time of Usage 181
Discrimination by Time of Reservation or Ticket Purchase 181
Services in Action 9.1 Sealink Cross Channel Ferries 182
Services in Action 9.2 The Parker House 184
Multiple Services and Price Bundling 184
Introducing Nonmonetary Costs into the Analysis 186
Questions 188
Notes 188
Article 2.1
The Influence of Store Environment on Quality Inferences and
Store Image 189
Julie Baker, Dhruv Grewal, and A. Parasuraman
Article 2.2
What to Tell Customers in Waits of Different Lengths:
An Integrative Model of Service Evaluation 202
Michael K. Hui and David K. Tse
Article 2.3
The Effects of Filled Waiting Time and Service Provider Control
over the Delay on Evaluations of Service 214
Shirley Taylor
xxii • Contents
Article 2.4
The Management of Customer Contact Service Employees:
An Empirical Investigation 226
Michael D. Hartline and O.C. Ferrell
Article 2.5
Going to Extremes: Managing Service Encounters and Assessing
Provider Performance 249
Linda L. Price, Eric J. Arnould, and Patrick Tierney
Article 2.6
A Comparison of Advertising Content: Business to Business versus
Consumer Services 267
L.W. Turley and Scott W. Kelley
Chapter 10
Competing as a Service Competing as a Service Firm: Generic Competitive Strategies 279
2^ Chapter Overview 280
Competing for a Basic Formula 280
Basic Competitive Choices 281
Competing for Reach 282
Services in Action 10.1 The Club Mediteranee of the Ski Slopes 283
Competing for Geography 283
Services in Action 10.2 Never Mind the Ugly Americans 284
Franchising and the Competition for Geography 284
Internationalization 285
Services in Action 10.3 BanPonce Group 286
Competing for Market Share 286
Multiservice Strategy 286
Multisegment Strategy 287
Dangers of Loss of Focus 287
Multiservice/Multisegment Firms 287
Services in Action 10.4 Delta Express, or Delta Distress ? 288
Multisite/Multisegment Firms 288
Refocusing the Service Firm 289
Competing for Loyalty 289
Cost of New versus Old Customers 289
Service Satisfaction System 290
Service Recovery System 290
Customer Retention and Quality System 290
Questions 291
Notes 291
Contents • xxiii
Chapter 11
Customer Satisfaction System 292
Chapter Overview 293
Justification for Customer Satisfaction 293
Cost of New versus Old Customers 293
Competitive Demand for Satisfaction 294
The Life Cycle Value of Customers 295
Operationalizing Customer Satisfaction 296
Calculating the Return from an Investment in Customer Satisfaction 296
Measuring Customer Satisfaction 297
Understanding Customer Satisfaction Ratings 299
Services in Action 11.1 Measuring Customer Satisfaction
in the United States 301
Services in Action 11.2 Measuring Service Quality: Federal Express 303
Building a Satisfaction Information System 304
Services in Action 11.3 The Marriott Customer Satisfaction Survey 305
Questions 309
Notes 309
Chapter 12
Service Recovery 310
Chapter Overview 311
Service Failures 311
Customer Complaining Behavior 313
Value of Complaining Customers 314
Service Recovery Strategy 316
Actively Encouraging Complaints 316
Listening to Complaints 316
Implementing Service Recovery Strategies 317
Measure the Costs 318
Anticipate Needs for Recovery 318
Respond Quickly 318
Define Recovery Strategies 319
Train Employees 322
Empower the Front Line 322
Questions 322
Notes 322
Chapter 13
The Customer Retention System 324
Chapter Overview 325
Why Are Loyal Customers Valuable to Service Business? 325
Cost Savings 326
xxiv • Contents
Services in Action 13.1 The Profitability of Customer Retention
Efforts at MBNA 326
Profits from Referrals 326
Customer Retention System Components 327
Pricing for Loyalty 328
Creating Individual Level Consumer Franchises 329
Combining Loyalty Pricing and One to One Marketing 330
Defection Management 331
Zero Defects versus Zero Defections 331
Importance of Defection Management 331
Defection Management Process 332
Services in Action 13.2 Southwestern Bell Volunteer Ambassador
Program 333
Service Guarantees 333
Characteristics of Successful Guarantees 334
Services in Action 13.3 The Hampton Inns Unconditional Service
Guarantee 335
Questions 336
Notes 336
Chapter 14
Competing as a Service Firm: Service Quality 338
Chapter Overview 339
Introduction to Service Quality 339
What Is Service Quality? 340
Diagnosing Service Quality Failures 340
Services in Action 14.1 Montgomery County, Ohio 341
Consumer Expectation versus Management Perception 341
Management Perception versus Quality Specifications 342
Service Quality Specifications versus Service Delivery 343
Service Delivery versus External Communication 344
Setting and Improving Service Standards 345
An Appropriate Quality Logic 346
Measuring Service Quality: The SERVQUAL System 347
Services in Action 14.2 Parkview Episcopal Medical Center 351
Creating a Quality Culture 351
Questions 353
Notes 353
Chapter 15
Competing as a Service Firm: Building a Customer Focused
Service Organization 354
Chapter Overview 355
The Historical Weakness of Marketing in Service Firms 355
Contents • xxv
The Technology Matrix 355
The Evolutionary Place of Marketing 357
Services in Action 15.1 La Quinta Motor Inns 358
The Need for More Customer Orientation 359
Building Customer Orientation in Service Firms 359
Changing Culture through Structure 360
Services in Action 15.2 Dunfey Hotels 361
Changing Culture through Systems 362
Changing Culture through People 362
Changing Culture Directly 362
Summary 363
Questions 364
Notes 364
Article 3.1
Developing Global Strategies for Service Businesses 365
Christopher H. Lovelock and George S. Yip
Article 3.2
Customer Satisfaction Fables 379
Dawn Iacobucci, Kent Grayson, and Amy Ostrom
Article 3.3
The American Customer Satisfaction Index: Nature, Purpose,
and Findings 383
Claes Fornell, Michael D.Johnson, Eugene W. Anderson, Jaesung Cha,
and Barbara Everitt Bryant
Article 3.4
Customer Evaluations of Service Complaint Experiences:
Implications for Relationship Marketing 397
Stephen S. Tax, Stephen W. Brown, and Murali Chandrashekaran
Article 3.5
Do Customer Loyalty Programs Really Work? 416
Grahame R. Dowling and Mark Uncles
Article 3.6
Customer Switching Behavior in Service Industries:
An Exploratory Study 427
Susan M. Keaveney
xxvi • Contents
Article 3.7
Measuring Service Quality: A Reexamination and Extension 441
J.Joseph Cronin, Jr. and Steven A. Taylor
Article 3.8
Research Note: Improving the Measurement of Service Quality 455
Tom J. Brown, Gilbert A. Churchill, Jr., and J. Paul Peter
Index 463
|
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| publisher | Dryden Press |
| record_format | marc |
| spelling | Managing services marketing text and readings John E. G. Bateson ; K. Douglas Hoffman 4. ed. Fort Worth [u.a.] Dryden Press 1999 XXVI, 471 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Dienstensector gtt Marketing gtt Service industries - Management Service industries - Marketing Services - Gestion ram Services - Marketing ram Service industries Marketing Management Management (DE-588)4037278-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s Management (DE-588)4037278-9 s DE-604 Bateson, John E. G. Sonstige (DE-588)121975258 oth Hoffman, K. Douglas Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008711388&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Managing services marketing text and readings Dienstensector gtt Marketing gtt Service industries - Management Service industries - Marketing Services - Gestion ram Services - Marketing ram Service industries Marketing Management Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4037589-4 (DE-588)4012178-1 (DE-588)4151278-9 |
| title | Managing services marketing text and readings |
| title_auth | Managing services marketing text and readings |
| title_exact_search | Managing services marketing text and readings |
| title_full | Managing services marketing text and readings John E. G. Bateson ; K. Douglas Hoffman |
| title_fullStr | Managing services marketing text and readings John E. G. Bateson ; K. Douglas Hoffman |
| title_full_unstemmed | Managing services marketing text and readings John E. G. Bateson ; K. Douglas Hoffman |
| title_short | Managing services marketing |
| title_sort | managing services marketing text and readings |
| title_sub | text and readings |
| topic | Dienstensector gtt Marketing gtt Service industries - Management Service industries - Marketing Services - Gestion ram Services - Marketing ram Service industries Marketing Management Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | Dienstensector Marketing Service industries - Management Service industries - Marketing Services - Gestion Services - Marketing Service industries Marketing Management Management Dienstleistung Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008711388&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT batesonjohneg managingservicesmarketingtextandreadings AT hoffmankdouglas managingservicesmarketingtextandreadings |