Services marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
[S.l.]
South-Western Cengage Learning
2011
|
| Edition: | 4. ed., internat. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVII, 468 S. Ill., graph. Darst. 24 cm |
| ISBN: | 9780538476454 0538476451 |
Staff View
MARC
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| 250 | |a 4. ed., internat. ed. | ||
| 264 | 1 | |a [S.l.] |b South-Western Cengage Learning |c 2011 | |
| 300 | |a XVII, 468 S. |b Ill., graph. Darst. |c 24 cm | ||
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Record in the Search Index
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| adam_text | Titel: Services marketing
Autor: Bateson, John E. G.
Jahr: 2011
Contents
Preface..........................................................^
About the Authors.................................................xn
PART I An Qverview of Services Marketing__________________
CHAPTER 1
Understanding the Service Experience.......................................... 2
Introduction 3
What Is a Service? 4
Framing the Service Experience: The Servuction Model 8
Why Study Services? 13
Summary 20
CASE 1: The Twins First Service Encounter 23
CHAPTER 2
Traditional Service Supersectors and Ethical Considerations.................... 30
Introduction 31
What Is the Service Economy? 32
Ethical Considerations for Services Marketers 42
What Are Ethics? 42
The Opportunity for Ethical Misconduct in Services Marketing 43
Issues That Create Ethical Conflict 46
The Effects of Ethical Misconduct 48
Controlling Ethical Decision Making 49
Summary 50
CASE 2: The Conundrum: Sears Auto Centers 53
CHAPTER 3
Unique Discrepancies between Goods and Services.............................55
Introduction 56
Intangibility: The Mother of Ali Unique Differences 57
Inseparability: The Interconnection of Service Participants 63
Heterogeneity: The Variability of Service Delivery 68
Perishability: Balancing Supply and Demand 71
The Structure of This Text 77
Summary 79
CASE 3: Online Air Travel: Expedia, Orbitz, and Travelocity Lead the Pack 82
CHAPTER 4
Consumer Decision Making in Services Marketing............................. 84
Introduction 85
The Consumer Decision Process: An Overview 87
Special Considerations Pertaining to Services 93
Summary 102
CASE 4: Mariano Ferreyra s Choices 106
PART II The Tactical Services Marketing Mix__________________
CHAPTER 5
Focus on Service Processes................................................... 112
Introduction 114
Stages of Operational Competitiveness 114
Marketing and Operations: Balance is Criticai 118
In a Perfect World, Service Firms Would Be Efficient 120
Applying Efficiency Models to Service Firms 122
The Art of Blueprinting 128
Blueprinting and New-Product Development: The Roles of Complexity and Divergence 136
Summary 138
CASE 5: Build-A-Bear Workshops: Calculating the Service Cost per Bear 141
CHAPTER 6
Considerations for Services Pricing........................................... 144
Introduction 145
What Does It Mean to Provide Value? 146
Special Considerations of Service Pricing 148
Emerging Service Pricing Strategies 162
Some Final Thoughts on Pricing Services 165
Summary 165
CASE 6: MDVIP: Become a Priority, Not Just a Patient 168
CHAPTER 7
Effective Service Promotions................................................. 170
Introduction 171
Managing the Service Communication Process 173
Special Challenges Associated with the Service Communications Strategy 182
Specific Guidelines for Developing Service Communications 184
Developing Communication Strategies for Professional Service Providers 191
Summary 195
CASE 7: Scouts Australia: A Proud History and the Way Forward 198
CHAPTER 8 l
Managing the Servicescape and Other Physical Evidence.......................204 |
Introduction 205 5
The Strategie Role of Physical Evidence 206
The SOR Model 210
The Development of Servicescapes 212 a
Managing the Senses When Creating Servicescapes 219 ;
Summary 227
CASE 8: The Service Is AH Part of the CRAIC 230
i
CHAPTER 9 !
People as Strategy: Managing Service Personnel...............................233 §
Introduction 235 J
The Importance of Service Personnel 237 ;
The Naturai Stresses Strains on Contact Service Personnel 239 3
Unleashing Service with the Right Climate 241
The Role of Management 255 *
Information Technology and the Service Provider 255
Summary 258
CASE 9: Recruitment Cost Savings in the Gamìng Industry 261
CHAPTER 10
People as Strategy: Managing Service Consumers..............................264
Introduction 264
Expert and Novice Consumers as Part of the Production Process 266
Consumer Performance and Operational Efficiency 266
Consumer Performance and Information Technology 267
Consumer Satisfaction and Consumer Performance 270
The Theatrical Analogy 271
Managing Consumer Performance Scripts 272
Managing Consumer Service Perceptions 277
Consumer Inseparability and the Role of Marketing and Operations 281
Summary 284
CASE 10: You Decide How Much Meals Are Worth, Restaurants Teli Customers 288
PART III Implementing Successful Service Strategies____________
CHAPTER 11
The Essentials of Customer Satisfaction Measurement.........................292
Introduction 294
The Importance of Customer Satisfaction 294
Measuring Customer Satisfaction 299
Understanding Customer Satisfaction Ratings 301
Customer Satisfaction: How Good Is Good Enough? 307
Does Customer Satisfaction Translate into Customer Retention? 309
Customer Satisfaction: A Closer Look 311
Summary 318
CASE 11: The Crestwood Inn 320
CHAPTER 12
Service Quality: Identifying and Rectifying the Gaps .......................... 322
Introduction 324
What Is Service Quality? 325
Diagnosing Failure Gaps in Service Quality 327
Measuring Service Quality: The SERVQUAL Measurement Scale 333
Service Quality Information Systems 340
Summary 345
CASE 12: Service Quality at the Libertador Hotel 348
CHAPTER 13
Managing Service Failures and Implementing Effective Recovery Strategies.....351
Introduction 352
The Psychology of Customer Complaining Behavior 354
Developing a Service Recovery Management Program 361
The Art of Service Recovery: Basic Rules of Thumb 370
Summary 372
CASE 13: Part I: Is This Any Way to Run an Airline? 376
CASE 13: Part II: World Airline s Response 379
CHAPTER 14
Strategies for Facilitating Customer Loyalty and Retention ....................381
Introduction 382
What Is Customer Loyalty? 383
What Is Customer Retention? 388
The Benefits of Customer Retention 391
Customer Retention Programs 395
Defection Management: Developing a Zero Defection Culture 400
Summary 406
CASE 14: The Mandalay Bay Conundrum 409
CHAPTER 15
Pulling the Pieces Together: Creating a World-Class Service Culture...........412
Introduction 413
Obstacles to World-Class Service: Departmentalization and Functionalism 414
Developing a Service Culture 424
Strategies that Facilitate Cultural Change 431
Summary 436
CASE 15: Assessing Your College s Culture: Go for a Culture Walk 438
Glossary .............................................................441
Index ...............................................................455
|
| any_adam_object | 1 |
| author | Bateson, John E. G. Hoffman, K. Douglas |
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| author_facet | Bateson, John E. G. Hoffman, K. Douglas |
| author_role | aut aut |
| author_sort | Bateson, John E. G. |
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| bvnumber | BV036712851 |
| classification_rvk | QQ 250 |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed., internat. ed. |
| format | Book |
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| id | DE-604.BV036712851 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:46:23Z |
| institution | BVB |
| isbn | 9780538476454 0538476451 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020630905 |
| oclc_num | 705895520 |
| open_access_boolean | |
| owner | DE-526 |
| owner_facet | DE-526 |
| physical | XVII, 468 S. Ill., graph. Darst. 24 cm |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | South-Western Cengage Learning |
| record_format | marc |
| spelling | Bateson, John E. G. Verfasser (DE-588)121975258 aut Services marketing John E. G. Bateson ; K. Douglas Hoffman 4. ed., internat. ed. [S.l.] South-Western Cengage Learning 2011 XVII, 468 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Service industries Marketing Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s DE-604 Hoffman, K. Douglas Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020630905&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bateson, John E. G. Hoffman, K. Douglas Services marketing Service industries Marketing Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4037589-4 |
| title | Services marketing |
| title_auth | Services marketing |
| title_exact_search | Services marketing |
| title_full | Services marketing John E. G. Bateson ; K. Douglas Hoffman |
| title_fullStr | Services marketing John E. G. Bateson ; K. Douglas Hoffman |
| title_full_unstemmed | Services marketing John E. G. Bateson ; K. Douglas Hoffman |
| title_short | Services marketing |
| title_sort | services marketing |
| topic | Service industries Marketing Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Service industries Marketing Dienstleistung Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020630905&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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