Services marketing: people, technology, strategy
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Pearson Prentice Hall
2007
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XX, 648 S. Ill., graph. Darst. |
| ISBN: | 0131875523 0132056763 |
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| 245 | 1 | 0 | |a Services marketing |b people, technology, strategy |c Christopher Lovelock ; Jochen Wirtz |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Pearson Prentice Hall |c 2007 | |
| 300 | |a XX, 648 S. |b Ill., graph. Darst. | ||
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| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Marketing |x Management | |
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| 650 | 4 | |a Customer services |x Marketing | |
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Datensatz im Suchindex
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Brief Contents
About the Contributors of the Readings and Cases vii
Preface xv
PARTI: UNDERSTANDING SERVICE MARKETS, PRODUCTS,
AND CUSTOMERS 2
Chapter 1 New Perspectives on Marketing in the Service Economy 4
Chapter 2 Customer Behavior in Service Encounters 32
Reading 64
PART II: BUILDING THE SERVICE MODEL 66
Chapter 3 Developing Service Concepts: Core and Supplementary Elements 68
Chapter 4 Distributing Services Through Physical and Electronic Channels 98
Chapter 5 Exploring Business Models: Pricing and Revenue Management 124
Chapter 6 Educating Customers and Promoting the Value Proposition 154
Chapter 7 Positioning Services in Competitive Markets 184
Readings 207
PART III: MANAGING THE CUSTOMER INTERFACE 230
Chapter 8 Designing and Managing Service Processes 232
Chapter 9 Balancing Demand and Productive Capacity 260
Chapter 10 Crafting the Service Environment 288
Chapter 11 Managing People for Service Advantage 310
Readings 342
PART IV: IMPLEMENTING PROFITABLE SERVICE
STRATEGIES 356
Chapter 12 Managing Relationships and Building Loyalty 358
Chapter 13 Achieving Service Recovery and Obtaining Customer Feedback 390
Chapter 14 Improving Service Quality and Productivity 416
Chapter 15 Organizing for Change Management and Service Leadership 446
Readings 471
CASES 492
Glossary 626
Credits 633
Name Index 636
Subject Index 642
ix
Contents
About the Contributors of the Readings and Cases vii
Preface xv
PART I: UNDERSTANDING SERVICE MARKETS, PRODUCTS,
AND CUSTOMERS 2
CHAPTER 1 New Perspectives on Marketing in the Service Economy 4
Why Study Services? 6
What Are Services? 12
Services Pose Distinctive Marketing Challenges 16
Services Require an Expanded Marketing Mix 22
CHAPTER 2 Customer Behavior in Service Encounters 32
Differences Among Services Affect Customer Behavior 33
Customer Decision Making: The Three Stage Model of Service Consumption 38
The Prepurchase Stage 40
The Service Encounter Stage 49
The Post encounter Stage 58
Reading
Nick Wingfield, "In a Dizzying World, One Way to Keep Up: Renting Possessions" 64
PART II: BUILDING THE SERVICE MODEL 66
CHAPTER 3 Developing Service Concepts: Core and Supplementary Elements 68
Planning and Creating Services 69
The Flower of Service 77
Planning and Branding Service Products 86
Development of New Services 89
CHAPTER 4 Distributing Services Through Physical and Electronic Channels 98
Distribution in a Services Context 99
Determining the Type of Contact: Options for Service Delivery 100
Place and Time Decisions 103
Delivering Services in Cyberspace 107
The Role of Intermediaries 110
The Challenge of Distribution in Large Domestic Markets 112
Distributing Services Internationally 114
CHAPTER 5 Exploring Business Models: Pricing and Revenue Management 124
Effective Pricing Is Central to Financial Success 125
Pricing Strategy Stands on Three Legs 127
Revenue Management: What It Is and How It Works 136
xi
Ethical Concerns in Service Pricing 142
Putting Service Pricing into Practice 146
CHAPTER 6 Educating Customers and Promoting the Value Proposition 154
The Role of Marketing Communication 155
Communicating Services Presents both Challenges and Opportunities 156
Setting Communication Objectives 163
The Marketing Communications Mix 164
The Role of Corporate Design 175
Marketing Communications and the Internet 176
CHAPTER 7 Positioning Services in Competitive Markets 184
Focus Underlies the Search for Competitive Advantage 185
Market Segmentation Forms the Basis for Focused Strategies 187
Service Attributes and Levels 188
Positioning Distinguishes a Brand from Its Competitors 191
Internal, Market, and Competitor Analyses 196
Using Positioning Maps to Plot Competitive Strategy 199
Changing Competitive Positioning 204
Readings
Prosenjit Datta and Gina S. Krishnan, "The Health Travellers" 207
Sheryl E. Kimes and Richard B. Chase, "The Strategic Levers of Yield Management" 211
Emily Thornton, "Fees! Fees! Fees!" 220
John H. Roberts, "Best Practice: Defensive Marketing: How a Strong Incumbent Can Protect
Its Position" 225
PART III: MANAGING THE CUSTOMER INTERFACE 230
CHAPTER 8 Designing and Managing Service Processes 232
Blueprinting Services to Create Valued Experiences and Productive Operations 233
Service Process Redesign 242
The Customer as Co producer 245
Dysfunctional Customer Behavior Disrupts Service Processes 250
CHAPTER 9 Balancing Demand and Productive Capacity 260
Fluctuations in Demand Threaten Service Productivity 261
Many Service Organizations Are Capacity Constrained 262
Patterns and Determinants of Demand 266
Demand Levels Can Be Managed 268
Inventory Demand Through Waiting Lines and Reservations 273
Minimize Perceptions of Waiting Time 279
Create an Effective Reservations System 281
CHAPTER 10 Crafting the Service Environment 288
What Is the Purpose of Service Environments? 289
Understanding Consumer Responses to Service Environments 291
Dimensions of the Service Environment 295
Putting It All Together 304
xii Contents
CHAPTER 11 Managing People for Service Advantage 310
Service Employees Are Crucially Important 311
Front Line Work Is Difficult and Stressful 313
Cycles of Failure, Mediocrity, and Success 316
Human Resources Management—How to Get It Right 321
Service Leadership and Culture 335
Readings
Loizos Heracleous, Jochen Wirtz, and Robert Johnston, "Kung Fu Service Development at
Singapore Airlines" 342
Keith A. Gilson and Deepak K. Khandelwal, "Getting More from Call Centers: Used Properly,
They Can Be Strategic Assets" 346
Stephan H. Haeckel, Lewis P. Carbone, and Leonard L. Berry, "How to Lead the Customer
Experience" 352
PART IV: IMPLEMENTING PROFITABLE SERVICE
STRATEGIES 356
CHAPTER 12 Managing Relationships and Building Loyalty 358
The Search for Customer Loyalty 359
Understanding the Customer Firm Relationship 363
The Wheel of Loyalty 365
Building a Foundation for Loyalty 366
Creating Loyalty Bonds 373
Strategies for Reducing Customer Defections 379
CRM: Customer Relationship Management 381
CHAPTER 13 Achieving Service Recovery and Obtaining Customer Feedback 390
Customer Complaining Behavior 391
Customer Responses to Effective Service Recovery 394
Principles of Effective Service Recovery Systems 397
Service Guarantees 400
Discouraging Abuse and Opportunistic Behavior 405
Learning from Customer Feedback 406
CHAPTER 14 Improving Service Quality and Productivity 416
Integrating Service Quality and Productivity Strategies 417
What Is Service Quality? 418
The Gaps Model—A Conceptual Tool to Identify and Correct Service Quality Problems 424
Measuring and Improving Service Quality 425
Defining and Measuring Productivity 433
Improving Service Productivity 435
Appendix 442
CHAPTER 15 Organizing for Change Management and Service Leadership 446
Effective Marketing Lies at the Heart of Value Creation 447
Integrating Marketing, Operations, and Human Resources 450
Creating a Leading Service Organization 452
In Search of Human Leadership 456
Change Management 462
Contents xiii
Readings
Diane Brady, "Why Service Stinks" 471
Leonard L. Berry, Venkatesh Shankar, Janet Turner Parish, Susan Cadwallader, and
Thomas Dotzel, "Creating New Markets Through Service Innovation" 478
Frederick F. Reichheld, "The One Number You Need to Grow" 485
CASES
1. Susan Munro, Service Consumer 492
2. Four Customers in Search of Solutions 494
3. Dr. Beckett's Dental Office 495
4. Starbucks: Delivering Customer Service 498
5. Giordano: Positioning for International Expansion 511
6. Aussie Pooch Mobile 520
7. Jollibee Foods Corporation 532
8. The Accra Beach Hotel 540
9. Sullivan Ford Auto World 545
10. CompuMentor and the DiscounTech.org Service 550
11. Dr. Mahalee Goes to London 567
12. MentonBank 569
13. Red Lobster 577
14. Hilton HHonors Worldwide: Loyalty Wars 579
15. The Accellion Service Guarantee 590
16. Shouldice Hospital Limited (Abridged) 592
17. Massachusetts Audubon Society 602
18. TLContact: CarePages Service (A) 616
Glossary 626
Credits 633
Name Index 636
Subject Index 642
xiv Contents |
| adam_txt |
Brief Contents
About the Contributors of the Readings and Cases vii
Preface xv
PARTI: UNDERSTANDING SERVICE MARKETS, PRODUCTS,
AND CUSTOMERS 2
Chapter 1 New Perspectives on Marketing in the Service Economy 4
Chapter 2 Customer Behavior in Service Encounters 32
Reading 64
PART II: BUILDING THE SERVICE MODEL 66
Chapter 3 Developing Service Concepts: Core and Supplementary Elements 68
Chapter 4 Distributing Services Through Physical and Electronic Channels 98
Chapter 5 Exploring Business Models: Pricing and Revenue Management 124
Chapter 6 Educating Customers and Promoting the Value Proposition 154
Chapter 7 Positioning Services in Competitive Markets 184
Readings 207
PART III: MANAGING THE CUSTOMER INTERFACE 230
Chapter 8 Designing and Managing Service Processes 232
Chapter 9 Balancing Demand and Productive Capacity 260
Chapter 10 Crafting the Service Environment 288
Chapter 11 Managing People for Service Advantage 310
Readings 342
PART IV: IMPLEMENTING PROFITABLE SERVICE
STRATEGIES 356
Chapter 12 Managing Relationships and Building Loyalty 358
Chapter 13 Achieving Service Recovery and Obtaining Customer Feedback 390
Chapter 14 Improving Service Quality and Productivity 416
Chapter 15 Organizing for Change Management and Service Leadership 446
Readings 471
CASES 492
Glossary 626
Credits 633
Name Index 636
Subject Index 642
ix
Contents
About the Contributors of the Readings and Cases vii
Preface xv
PART I: UNDERSTANDING SERVICE MARKETS, PRODUCTS,
AND CUSTOMERS 2
CHAPTER 1 New Perspectives on Marketing in the Service Economy 4
Why Study Services? 6
What Are Services? 12
Services Pose Distinctive Marketing Challenges 16
Services Require an Expanded Marketing Mix 22
CHAPTER 2 Customer Behavior in Service Encounters 32
Differences Among Services Affect Customer Behavior 33
Customer Decision Making: The Three Stage Model of Service Consumption 38
The Prepurchase Stage 40
The Service Encounter Stage 49
The Post encounter Stage 58
Reading
Nick Wingfield, "In a Dizzying World, One Way to Keep Up: Renting Possessions" 64
PART II: BUILDING THE SERVICE MODEL 66
CHAPTER 3 Developing Service Concepts: Core and Supplementary Elements 68
Planning and Creating Services 69
The Flower of Service 77
Planning and Branding Service Products 86
Development of New Services 89
CHAPTER 4 Distributing Services Through Physical and Electronic Channels 98
Distribution in a Services Context 99
Determining the Type of Contact: Options for Service Delivery 100
Place and Time Decisions 103
Delivering Services in Cyberspace 107
The Role of Intermediaries 110
The Challenge of Distribution in Large Domestic Markets 112
Distributing Services Internationally 114
CHAPTER 5 Exploring Business Models: Pricing and Revenue Management 124
Effective Pricing Is Central to Financial Success 125
Pricing Strategy Stands on Three Legs 127
Revenue Management: What It Is and How It Works 136
xi
Ethical Concerns in Service Pricing 142
Putting Service Pricing into Practice 146
CHAPTER 6 Educating Customers and Promoting the Value Proposition 154
The Role of Marketing Communication 155
Communicating Services Presents both Challenges and Opportunities 156
Setting Communication Objectives 163
The Marketing Communications Mix 164
The Role of Corporate Design 175
Marketing Communications and the Internet 176
CHAPTER 7 Positioning Services in Competitive Markets 184
Focus Underlies the Search for Competitive Advantage 185
Market Segmentation Forms the Basis for Focused Strategies 187
Service Attributes and Levels 188
Positioning Distinguishes a Brand from Its Competitors 191
Internal, Market, and Competitor Analyses 196
Using Positioning Maps to Plot Competitive Strategy 199
Changing Competitive Positioning 204
Readings
Prosenjit Datta and Gina S. Krishnan, "The Health Travellers" 207
Sheryl E. Kimes and Richard B. Chase, "The Strategic Levers of Yield Management" 211
Emily Thornton, "Fees! Fees! Fees!" 220
John H. Roberts, "Best Practice: Defensive Marketing: How a Strong Incumbent Can Protect
Its Position" 225
PART III: MANAGING THE CUSTOMER INTERFACE 230
CHAPTER 8 Designing and Managing Service Processes 232
Blueprinting Services to Create Valued Experiences and Productive Operations 233
Service Process Redesign 242
The Customer as Co producer 245
Dysfunctional Customer Behavior Disrupts Service Processes 250
CHAPTER 9 Balancing Demand and Productive Capacity 260
Fluctuations in Demand Threaten Service Productivity 261
Many Service Organizations Are Capacity Constrained 262
Patterns and Determinants of Demand 266
Demand Levels Can Be Managed 268
Inventory Demand Through Waiting Lines and Reservations 273
Minimize Perceptions of Waiting Time 279
Create an Effective Reservations System 281
CHAPTER 10 Crafting the Service Environment 288
What Is the Purpose of Service Environments? 289
Understanding Consumer Responses to Service Environments 291
Dimensions of the Service Environment 295
Putting It All Together 304
xii Contents
CHAPTER 11 Managing People for Service Advantage 310
Service Employees Are Crucially Important 311
Front Line Work Is Difficult and Stressful 313
Cycles of Failure, Mediocrity, and Success 316
Human Resources Management—How to Get It Right 321
Service Leadership and Culture 335
Readings
Loizos Heracleous, Jochen Wirtz, and Robert Johnston, "Kung Fu Service Development at
Singapore Airlines" 342
Keith A. Gilson and Deepak K. Khandelwal, "Getting More from Call Centers: Used Properly,
They Can Be Strategic Assets" 346
Stephan H. Haeckel, Lewis P. Carbone, and Leonard L. Berry, "How to Lead the Customer
Experience" 352
PART IV: IMPLEMENTING PROFITABLE SERVICE
STRATEGIES 356
CHAPTER 12 Managing Relationships and Building Loyalty 358
The Search for Customer Loyalty 359
Understanding the Customer Firm Relationship 363
The Wheel of Loyalty 365
Building a Foundation for Loyalty 366
Creating Loyalty Bonds 373
Strategies for Reducing Customer Defections 379
CRM: Customer Relationship Management 381
CHAPTER 13 Achieving Service Recovery and Obtaining Customer Feedback 390
Customer Complaining Behavior 391
Customer Responses to Effective Service Recovery 394
Principles of Effective Service Recovery Systems 397
Service Guarantees 400
Discouraging Abuse and Opportunistic Behavior 405
Learning from Customer Feedback 406
CHAPTER 14 Improving Service Quality and Productivity 416
Integrating Service Quality and Productivity Strategies 417
What Is Service Quality? 418
The Gaps Model—A Conceptual Tool to Identify and Correct Service Quality Problems 424
Measuring and Improving Service Quality 425
Defining and Measuring Productivity 433
Improving Service Productivity 435
Appendix 442
CHAPTER 15 Organizing for Change Management and Service Leadership 446
Effective Marketing Lies at the Heart of Value Creation 447
Integrating Marketing, Operations, and Human Resources 450
Creating a Leading Service Organization 452
In Search of Human Leadership 456
Change Management 462
Contents xiii
Readings
Diane Brady, "Why Service Stinks" 471
Leonard L. Berry, Venkatesh Shankar, Janet Turner Parish, Susan Cadwallader, and
Thomas Dotzel, "Creating New Markets Through Service Innovation" 478
Frederick F. Reichheld, "The One Number You Need to Grow" 485
CASES
1. Susan Munro, Service Consumer 492
2. Four Customers in Search of Solutions 494
3. Dr. Beckett's Dental Office 495
4. Starbucks: Delivering Customer Service 498
5. Giordano: Positioning for International Expansion 511
6. Aussie Pooch Mobile 520
7. Jollibee Foods Corporation 532
8. The Accra Beach Hotel 540
9. Sullivan Ford Auto World 545
10. CompuMentor and the DiscounTech.org Service 550
11. Dr. Mahalee Goes to London 567
12. MentonBank 569
13. Red Lobster 577
14. Hilton HHonors Worldwide: Loyalty Wars 579
15. The Accellion Service Guarantee 590
16. Shouldice Hospital Limited (Abridged) 592
17. Massachusetts Audubon Society 602
18. TLContact: CarePages Service (A) 616
Glossary 626
Credits 633
Name Index 636
Subject Index 642
xiv Contents |
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| genre | 1\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV021759342 |
| illustrated | Illustrated |
| index_date | 2024-07-02T15:34:38Z |
| indexdate | 2025-01-16T07:00:13Z |
| institution | BVB |
| isbn | 0131875523 0132056763 |
| language | English |
| lccn | 2006024219 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014972445 |
| oclc_num | 70698948 |
| open_access_boolean | |
| owner | DE-703 DE-355 DE-BY-UBR DE-20 DE-526 DE-Aug4 DE-188 |
| owner_facet | DE-703 DE-355 DE-BY-UBR DE-20 DE-526 DE-Aug4 DE-188 |
| physical | XX, 648 S. Ill., graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Pearson Prentice Hall |
| record_format | marc |
| spelling | Lovelock, Christopher H. 1940-2008 Verfasser (DE-588)133426262 aut Services marketing people, technology, strategy Christopher Lovelock ; Jochen Wirtz 6. ed. Upper Saddle River, NJ Pearson Prentice Hall 2007 XX, 648 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Dienstensector gtt Marketing gtt Marketing Management Professions Marketing Service industries Marketing Customer services Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Markterschließung (DE-588)4114519-7 gnd rswk-swf Marketing-Mix (DE-588)4168908-2 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Dienstleistungssektor (DE-588)4012183-5 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s Dienstleistungssektor (DE-588)4012183-5 s DE-604 Dienstleistung (DE-588)4012178-1 s DE-188 Dienstleistungsbetrieb (DE-588)4012181-1 s Marketing-Mix (DE-588)4168908-2 s 2\p DE-604 Marktsegmentierung (DE-588)4037644-8 s 3\p DE-604 Markterschließung (DE-588)4114519-7 s 4\p DE-604 Wirtz, Jochen Verfasser aut http://www.loc.gov/catdir/toc/ecip0618/2006024219.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014972445&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 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Lovelock, Christopher H. 1940-2008 Wirtz, Jochen Services marketing people, technology, strategy Dienstensector gtt Marketing gtt Marketing Management Professions Marketing Service industries Marketing Customer services Marketing Marketing (DE-588)4037589-4 gnd Markterschließung (DE-588)4114519-7 gnd Marketing-Mix (DE-588)4168908-2 gnd Marktsegmentierung (DE-588)4037644-8 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistungssektor (DE-588)4012183-5 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4114519-7 (DE-588)4168908-2 (DE-588)4037644-8 (DE-588)4012181-1 (DE-588)4012183-5 (DE-588)4012178-1 (DE-588)4123623-3 |
| title | Services marketing people, technology, strategy |
| title_auth | Services marketing people, technology, strategy |
| title_exact_search | Services marketing people, technology, strategy |
| title_exact_search_txtP | Services marketing people, technology, strategy |
| title_full | Services marketing people, technology, strategy Christopher Lovelock ; Jochen Wirtz |
| title_fullStr | Services marketing people, technology, strategy Christopher Lovelock ; Jochen Wirtz |
| title_full_unstemmed | Services marketing people, technology, strategy Christopher Lovelock ; Jochen Wirtz |
| title_short | Services marketing |
| title_sort | services marketing people technology strategy |
| title_sub | people, technology, strategy |
| topic | Dienstensector gtt Marketing gtt Marketing Management Professions Marketing Service industries Marketing Customer services Marketing Marketing (DE-588)4037589-4 gnd Markterschließung (DE-588)4114519-7 gnd Marketing-Mix (DE-588)4168908-2 gnd Marktsegmentierung (DE-588)4037644-8 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistungssektor (DE-588)4012183-5 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | Dienstensector Marketing Marketing Management Professions Marketing Service industries Marketing Customer services Marketing Markterschließung Marketing-Mix Marktsegmentierung Dienstleistungsbetrieb Dienstleistungssektor Dienstleistung Lehrbuch |
| url | http://www.loc.gov/catdir/toc/ecip0618/2006024219.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014972445&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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