Services marketing: integrating customer focus across the firm
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2008
|
| Ausgabe: | 1. Europ. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XXIII, 623 S. Ill., graph. Darst. |
| ISBN: | 0077107950 9780077107956 |
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| 245 | 1 | 0 | |a Services marketing |b integrating customer focus across the firm |c Alan Wilson ... |
| 250 | |a 1. Europ. ed. | ||
| 264 | 1 | |a London [u.a.] |b McGraw-Hill |c 2008 | |
| 300 | |a XXIII, 623 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804137612337741824 |
|---|---|
| adam_text | Preface xi
Guided tour xvi
Technology to enhance learning and
teaching xviii
Acknowledgements xxi
About the authors xxii
1 Introduction to services 3
What are services? 5
Why services marketing? 8
Service equals profits 10
Service and technology 17
Characteristics of services compared
with goods 15
Services marketing mix 19
Staying focused on the customer 23
Summary 24
Key concepts 24
Further reading 25
Discussion questions 25
Exercises 26
2 Consumer behaviour in services 28
Search, experience, and credence
properties 30
Consumer choice 31
Consumer experience 37
Post-experience evaluation 42
Understanding differences among
consumers 44
Summary 49
Key concepts 49
Further reading 50
Discussion questions 50
Exercises 57
3 Customer expectations of service 54
Importance of customer expectations 55
Meaning and types of service
expectations 56
Factors that influence customer
expectations of service 60
Issues involving customer service
expectations 68
Summary 73
Key concepts 73
Further reading 73
Discussion questions 74
Exercises 74
4 Customer perceptions of service 76
Customer perceptions 78
Customer satisfaction 80
Service quality 83
Service encounters: the building
blocks for customer perceptions 89
Technology-based service encounters 95
The evidence of service 96
Summary 97
Key concepts 97
Further reading 98
Discussion questions 98
Exercises 99
5 Conceptual framework of the book:
the gaps model of service quality 103
The customer gap 105
The provider gaps 106
Putting it all together: closing the
gaps 113
Summary 117
Key concepts 117
Further reading 117
Discussion questions 117
Exercises 118
6 Listening to customers through
research 121
Using marketing research to
understand customer expectations 124
Elements in an effective services
marketing research programme 129
Analysing and interpreting marketing
research findings 140
Using marketing research
information 143
Upward communication 143
Summary 146
Key concepts 146
Further reading 147
Discussion questions 147
Exercises 148
7 Building customer relationships 750
Relationship marketing 752
Relationship value of customers 760
Customer profitability segments 762
Relationship development strategies 765
Relationship challenges 772
Summary 176
Key concepts 176
Further reading 177
Discussion questions 177
Exercises 178
8 Service development and design 785
Challenges of service design 187
New service development 789
Types of new services 790
Stages in new service development 790
Service blueprinting 197
Quality function deployment 206
High-performance service
innovations 209
Summary 211
Key concepts 211
Further reading 212
Discussion questions 212
Exercises 212
9 Customer-defined service standards 217
Factors necessary for appropriate
service standards 279
Types of customer-defined service
standards 222
Development of customer-defined
service standards 225
Summary 236
Key concepts 236
Further reading 236
Discussion questions 236
Exercises 237
10 Physical evidence and the
servicescape 239
Physical evidence 242
Types of servicescapes 244
Strategic roles of the servicescape 246
Framework for understanding
servicescape effects on behaviour 248
Guidelines for physical evidence
strategy 256
Summary 258
Key concepts 259
Further reading 259
Discussion questions 259
Exercises 260
11 Employees roles in service delivery 267
Service culture 269
The critical importance of service
employees 271
Boundary-spanning roles 275
Strategies for delivering service
quality through people 280
Customer-oriented service delivery 289
Summary 291
Key concepts 291
Further reading 292
Discussion questions 292
Exercises 293
12 Customers roles in service
delivery 297
The importance of customers in
service delivery 299
Customers roles 302
Self-service technologies - the
ultimate in customer participation 307
Strategies for enhancing customer
participation 310
Summary 317
Key concepts 317
Further rea ding 317
Discussion questions 318
Exercises 318
13 Delivering service through
technology and intermediaries 322
Delivering service through
technology and electronic channels 324
Other forms of service distribution 328
Direct or company-owned channels 330
Franchising 331
Agents and brokers 333
Common issues involving
intermediaries 335
Strategies for effective service
delivery through intermediaries 336
Summary 338
Key concepts 339
Further reading 339
Discussion questions 339
Exercises 340
14 Managing demand and capacity 341
The underlying issue: lack of
inventory capability 343
Capacity constraints 345
Demand patterns 347
Strategies for matching capacity and
demand 348
Yield management 353
Queuing strategies 358
Summary 363
Key concepts 363
Further reading 364
Discussion questions 364
Exercises 365
15 Service recovery 368
The impact of service failure and
recovery 371
How customers respond to service
failures 373
Customers recovery expectations 377
Switching versus loyalty following
service recovery 380
Service recovery strategies 381
Service guarantees 389
Summary 394
Key concepts 394
Further reading 395
Discussion questions 395
Exercises 396
16 Integrated services marketing
communications 403
The need for coordination in
marketing communication 405
Key reasons for service
communication challenges 407
Strategies to match service promises
with delivery 470
Summary 423
Key concepts 423
Further reading 424
Discussion questions 424
Exercises 425
17 Pricing of services 427
Service prices are different for
consumers 429
Approaches to pricing services 435
Pricing strategies that link to
perceived value 441
Summary 446
Key concepts 447
Further reading 448
Discussion questions 448
Exercises 448
18 The financial impact of service
quality 453
Service and profitability: the direct
relationship 456
Offensive marketing effects of service:
attracting more and better customers 457
Defensive marketing effects of service:
customer retention 458
Customer perceptions of service and
purchase intentions 467
The key drivers of service quality,
customer retention and profits 463
Customer equity and return on
marketing 464
Company performance measurement:
the balanced performance scorecard 466
Summary 472
Key concepts 472
Further reading 473
Discussion questions 473
Exercises 473
1 Tesco - the customer relationship
management champion 479
2 People, service and profit at )yske
Bank 498
3 easyCar.com 520
4 Telecom Italia Mobile: making
profits in a mature market 531
5 McDonald s in UK: the competitive
strategies 547
6 Call Center Europe 553
7 Disneyland Resort Paris: Mickey goes
to Europe 573
8 Giordano 594
|
| adam_txt |
Preface xi
Guided tour xvi
Technology to enhance learning and
teaching xviii
Acknowledgements xxi
About the authors xxii
1 Introduction to services 3
What are services? 5
Why services marketing? 8
Service equals profits 10
Service and technology 17
Characteristics of services compared
with goods 15
Services marketing mix 19
Staying focused on the customer 23
Summary 24
Key concepts 24
Further reading 25
Discussion questions 25
Exercises 26
2 Consumer behaviour in services 28
Search, experience, and credence
properties 30
Consumer choice 31
Consumer experience 37
Post-experience evaluation 42
Understanding differences among
consumers 44
Summary 49
Key concepts 49
Further reading 50
Discussion questions 50
Exercises 57
3 Customer expectations of service 54
Importance of customer expectations 55
Meaning and types of service
expectations 56
Factors that influence customer
expectations of service 60
Issues involving customer service
expectations 68
Summary 73
Key concepts 73
Further reading 73
Discussion questions 74
Exercises 74
4 Customer perceptions of service 76
Customer perceptions 78
Customer satisfaction 80
Service quality 83
Service encounters: the building
blocks for customer perceptions 89
Technology-based service encounters 95
The evidence of service 96
Summary 97
Key concepts 97
Further reading 98
Discussion questions 98
Exercises 99
5 Conceptual framework of the book:
the gaps model of service quality 103
The customer gap 105
The provider gaps 106
Putting it all together: closing the
gaps 113
Summary 117
Key concepts 117
Further reading 117
Discussion questions 117
Exercises 118
6 Listening to customers through
research 121
Using marketing research to
understand customer expectations 124
Elements in an effective services
marketing research programme 129
Analysing and interpreting marketing
research findings 140
Using marketing research
information 143
Upward communication 143
Summary 146
Key concepts 146
Further reading 147
Discussion questions 147
Exercises 148
7 Building customer relationships 750
Relationship marketing 752
Relationship value of customers 760
Customer profitability segments 762
Relationship development strategies 765
Relationship challenges 772
Summary 176
Key concepts 176
Further reading 177
Discussion questions 177
Exercises 178
8 Service development and design 785
Challenges of service design 187
New service development 789
Types of new services 790
Stages in new service development 790
Service blueprinting 197
Quality function deployment 206
High-performance service
innovations 209
Summary 211
Key concepts 211
Further reading 212
Discussion questions 212
Exercises 212
9 Customer-defined service standards 217
Factors necessary for appropriate
service standards 279
Types of customer-defined service
standards 222
Development of customer-defined
service standards 225
Summary 236
Key concepts 236
Further reading 236
Discussion questions 236
Exercises 237
10 Physical evidence and the
servicescape 239
Physical evidence 242
Types of servicescapes 244
Strategic roles of the servicescape 246
Framework for understanding
servicescape effects on behaviour 248
Guidelines for physical evidence
strategy 256
Summary 258
Key concepts 259
Further reading 259
Discussion questions 259
Exercises 260
11 Employees' roles in service delivery 267
Service culture 269
The critical importance of service
employees 271
Boundary-spanning roles 275
Strategies for delivering service
quality through people 280
Customer-oriented service delivery 289
Summary 291
Key concepts 291
Further reading 292
Discussion questions 292
Exercises 293
12 Customers' roles in service
delivery 297
The importance of customers in
service delivery 299
Customers' roles 302
Self-service technologies - the
ultimate in customer participation 307
Strategies for enhancing customer
participation 310
Summary 317
Key concepts 317
Further rea ding 317
Discussion questions 318
Exercises 318
13 Delivering service through
technology and intermediaries 322
Delivering service through
technology and electronic channels 324
Other forms of service distribution 328
Direct or company-owned channels 330
Franchising 331
Agents and brokers 333
Common issues involving
intermediaries 335
Strategies for effective service
delivery through intermediaries 336
Summary 338
Key concepts 339
Further reading 339
Discussion questions 339
Exercises 340
14 Managing demand and capacity 341
The underlying issue: lack of
inventory capability 343
Capacity constraints 345
Demand patterns 347
Strategies for matching capacity and
demand 348
Yield management 353
Queuing strategies 358
Summary 363
Key concepts 363
Further reading 364
Discussion questions 364
Exercises 365
15 Service recovery 368
The impact of service failure and
recovery 371
How customers respond to service
failures 373
Customers' recovery expectations 377
Switching versus loyalty following
service recovery 380
Service recovery strategies 381
Service guarantees 389
Summary 394
Key concepts 394
Further reading 395
Discussion questions 395
Exercises 396
16 Integrated services marketing
communications 403
The need for coordination in
marketing communication 405
Key reasons for service
communication challenges 407
Strategies to match service promises
with delivery 470
Summary 423
Key concepts 423
Further reading 424
Discussion questions 424
Exercises 425
17 Pricing of services 427
Service prices are different for
consumers 429
Approaches to pricing services 435
Pricing strategies that link to
perceived value 441
Summary 446
Key concepts 447
Further reading 448
Discussion questions 448
Exercises 448
18 The financial impact of service
quality 453
Service and profitability: the direct
relationship 456
Offensive marketing effects of service:
attracting more and better customers 457
Defensive marketing effects of service:
customer retention 458
Customer perceptions of service and
purchase intentions 467
The key drivers of service quality,
customer retention and profits 463
Customer equity and return on
marketing 464
Company performance measurement:
the balanced performance scorecard 466
Summary 472
Key concepts 472
Further reading 473
Discussion questions 473
Exercises 473
1 Tesco - the customer relationship
management champion 479
2 People, service and profit at )yske
Bank ' 498
3 easyCar.com 520
4 Telecom Italia Mobile: making
profits in a mature market 531
5 McDonald's in UK: the competitive
strategies 547
6 Call Center Europe 553
7 Disneyland Resort Paris: Mickey goes
to Europe 573
8 Giordano 594 |
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| edition | 1. Europ. ed. |
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| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| geographic | Europa (DE-588)4015701-5 gnd |
| geographic_facet | Europa |
| id | DE-604.BV023289630 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:42:48Z |
| indexdate | 2024-07-09T21:15:04Z |
| institution | BVB |
| isbn | 0077107950 9780077107956 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016474272 |
| oclc_num | 254212639 |
| open_access_boolean | |
| owner | DE-N2 DE-739 DE-526 DE-188 |
| owner_facet | DE-N2 DE-739 DE-526 DE-188 |
| physical | XXIII, 623 S. Ill., graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Services marketing integrating customer focus across the firm Alan Wilson ... 1. Europ. ed. London [u.a.] McGraw-Hill 2008 XXIII, 623 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Customer services Service industries Marketing Wettbewerbsstrategie (DE-588)4200234-5 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Qualitätsmanagement (DE-588)4219057-5 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Europa (DE-588)4015701-5 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Dienstleistung (DE-588)4012178-1 s Qualitätsmanagement (DE-588)4219057-5 s Marketing (DE-588)4037589-4 s Kundenorientierung (DE-588)4316837-1 s DE-604 Europa (DE-588)4015701-5 g DE-188 Dienstleistungsbetrieb (DE-588)4012181-1 s Wettbewerbsstrategie (DE-588)4200234-5 s Kundenmanagement (DE-588)4236865-0 s 1\p DE-604 Wilson, Alan M. Sonstige (DE-588)1011282380 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016474272&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 | Services marketing integrating customer focus across the firm Customer services Service industries Marketing Wettbewerbsstrategie (DE-588)4200234-5 gnd Kundenmanagement (DE-588)4236865-0 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Dienstleistung (DE-588)4012178-1 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| subject_GND | (DE-588)4200234-5 (DE-588)4236865-0 (DE-588)4219057-5 (DE-588)4012178-1 (DE-588)4012181-1 (DE-588)4037589-4 (DE-588)4316837-1 (DE-588)4015701-5 (DE-588)4522595-3 |
| title | Services marketing integrating customer focus across the firm |
| title_auth | Services marketing integrating customer focus across the firm |
| title_exact_search | Services marketing integrating customer focus across the firm |
| title_exact_search_txtP | Services marketing integrating customer focus across the firm |
| title_full | Services marketing integrating customer focus across the firm Alan Wilson ... |
| title_fullStr | Services marketing integrating customer focus across the firm Alan Wilson ... |
| title_full_unstemmed | Services marketing integrating customer focus across the firm Alan Wilson ... |
| title_short | Services marketing |
| title_sort | services marketing integrating customer focus across the firm |
| title_sub | integrating customer focus across the firm |
| topic | Customer services Service industries Marketing Wettbewerbsstrategie (DE-588)4200234-5 gnd Kundenmanagement (DE-588)4236865-0 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Dienstleistung (DE-588)4012178-1 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Customer services Service industries Marketing Wettbewerbsstrategie Kundenmanagement Qualitätsmanagement Dienstleistung Dienstleistungsbetrieb Marketing Kundenorientierung Europa Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016474272&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT wilsonalanm servicesmarketingintegratingcustomerfocusacrossthefirm |