Services marketing: people, technology, strategy
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
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© 2016
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| Edition: | Eighth edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xvii, 783 Seiten Illustrationen |
| ISBN: | 9781944659004 9781944659011 |
Staff View
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Record in the Search Index
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| adam_text | Services Marketing:
People, Technology, Strategy
Brief Contents
About the Authors xi
About the Contributors of the Case Studies xiii
Preface xiv
Acknowledgements xvi
PART I: UNDERSTANDING SERVICE PRODUCTS, 2
CONSUMERS, AND MARKETS
1. Creating Value in the Service Economy 4
2. Understanding Service Consumers 50
3. Positioning Services in Competitive Markets 90
PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES 120
4. Developing Service Products and Brands 122
5. Distributing Services Through Physical and Electronic Channels 156
6. Service Pricing and Revenue Management 194
7. Service Marketing Communications 236
PART III: MANAGING THE CUSTOMER INTERFACE 288
8. Designing Service Processes 290
9. -Balancing Demand and Capacity 332
10. Crafting the Service Environment 366
11. Managing People for Service Advantage 400
PART N: DEVELOPING CUSTOMER RELATIONSHIPS 454
12. Managing Relationships and Building Loyalty 456
13. Complaint Handling and Service Recovery 504
PART V: STRIVING FOR SERVICE EXCELLENCE 544
14. Improving Service Quality and Productivity 546
15. Building a World-Class Service Organization 598
PART VI: CASE STUDIES 608
Glossary 764
Name Index 772
Subject Index 776
ontents
About the Authors xi
About the Contributors of the Case Studies xiii
Preface xiv
Acknowledgements xvi
PART I: UNDERSTANDING SERVICE PRODUCTS, 2
CONSUMERS, AND MARKETS
1. Creating Value in the Service Economy 4
Why Study Services 7
• Services Dominate the Global Economy 7
• Most Mew Jobs are Generated by Services 8
• Understanding Services Offers Personal Competitive Advantage 11
What Are the Principal Industries of the Service Sector? 11
• Contribution to Gross Domestic Product 13
Powerful Forces are Transforming the Service Markets 14
B2B Services as a Core Engine of Economic Development 14
Outsourcing and Offshoring Often Work in Tandem 16
What Are Services 18
• The Historical View 18
Benefits Without Ownership 18
• Defining Services 21
• Service Products versus Customer Service and After-Sales Service 21
Four Broad Categories of Services - A Process Perspective 23
• People Processing 24
• Possession Processing 24
• Mental Stimulus Processing 25
• Information Processing 26
Services Pose Distinct Marketing Challenges 26
The 7Ps of Marketing 28
The Traditional Marketing Mix Applied to Services 29
• Product Elements 29
• Place and Time 29
• Price and Other User Outlays 30
• Promotion and Education 30
The Extended Services Marketing Mix for Managing the Customer Interface 32
• Process 32
• Physical Environment 33
• People 33
Marketing Must be Integrated with Other Management Functions 34
The Service-Profit Chain 35
A Framework for Developing Effective Service Marketing Strategies 38
• Understanding Service Products, Consumers and Markets 40
• Applying the 4 Ps of Marketing to Services 40
• Managing the Customer Interface 40
• Developing Customer Relationships 41
• Striving for Service Excellence 41
2. Understanding Service Consume re iiO
The Three-Stage Model of Service Consumption 52
Pre-purchase Stage 52
• Need Awareness 54
• Information Search 54
• Evaluation of Alternative Services 55
• Purchase Decision 64
Service Encounter Stage 66
• Service Encounters are Moments of Truth 66
• Service Encounters Range from High Contact to Low Contact 67
• The Servuction System 68
• Theater as Metaphor for Service Delivery: An Integrative Perspective 70
• Role and Script Theories 71
• Perceived Control Theory 73
Post-Encounter Stage 74
• Customer Satisfaction 74
• Service Quality 77
• Customer Loyalty 82
Contentó v
3. Positioning Services in Competitive Markets 90
Customer-Driven Services Marketing Strategy 92
• Customer, Competitor and Company Analysis (3 Cs) 94
• Segmentation, Targeting and Positioning (STP) 96
Segmenting Service Markets 97
• Important versus Determinant Service Attributes 99
• Segmentation Based on Service Levels 100
Targeting Service Markets 102
• Achieving Competitive Advantage through Focus 102
Principles of Positioning Services 106
Using Positioning Maps to Plot Competitive Strategy 109
• An Example of Applying Positioning Maps to the Hotel Indsutry 109
• Mapping Future Scenarios to Identify Potential Competitive Responses 112
• Positioning Charts Help Executives Visualize Strategy 114
Developing an Effective Positioning Strategy 114
PART II: APPLYING
iTIE 4 PS
OS- MARKETING I’O SB’
4. Developing Service Products and Brands
Creating Service Products
• What are the Components of a Service Product?
The Flower of Service
• Facilitating Supplementary Services
• Enhancing Supplementary Services
• Managerial Implications
Branding Service Firms, Products and Experiences
• Branding Strategies for Services
Tiering Service Products with Branding
Building Brand Equity
Delivering Branded Service Experiences
New Service Development
• A Hierarchy of New Service Categories
Achieving Success in New Service Development
120
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146
5. Distributing Services Through Physical and Electronic Channels 156
Distribution In a Services Context 158
What Is Being Distributed? 158
How Should A Service Be Distributed? 160
• Customers Visit the Service Site 160
• Service Providers Go to their Customers 160
• The Service Transaction is Conducted Remotely 163
• Channel Preferences Vary among Customers 165
• Channel Integration is Key 166
Where Should a Service Facility be Located? 166
• Strategic Location Considerations 166
• Tactical Location Considerations 167
• Locational Constraints 168
• Innovative Location Strategies 168
When Should Service be Delivered? 170
The Role of Intermediaries 172
• Benefits and Costs of Alternative Distribution Channels 172
Franchising 174
The Challenge of Distribution in Large Domestic Markets 177
Distributing Services Internationally 179
• Factors Favoring Adoption of Transnational Strategies 179
• How does the Nature of a Service Affect International Distribution? 182
• Barriers to International Trade in Services 184
• Howto Enter International Markets? 186
8, Service Pricing and Revenue Management 194
Effective Pricing is Central to Financial Success 196
• Objectives for Establishing Prices 198
Pricing Strategy Stands on Three Foundations 199
• Cost-based Pricing 199
• Value-based Pricing 202
• Reducing Related Monetary and Non-monetary Costs 203
• Competition-based Pricing 207
VI Contents
Revenue Management: What It Is and How It Works 208
• Reserving Capacity for High-yield Customers 209
• How can we Measure the Effectiveness of a Firm s Revenue Management? 211
• How does Competitor s Pricing Affect Revenue Management? 211
• Price Elasticity 211
• Designing Rate Fences 212
Fairness and Ethical Concerns in Service Pricing 216
• Service Pricing is Complex 216
• Piling on the Fees 218
• Designing Fairness into Revenue Management 220
Putting Service Pricing Into Practice 222
• How Much to Charge? 223
• What Should be the Specified Basis for Pricing? 225
• Who Should Collect Payment and Where Should Payment be Made? 226
• When Should Payment be Made? 227
• How Should Payment be Made? 228
• How Should Prices be Communicated to the Target Markets? 228
/, Soi vino Marketing Communications
Integrated Service Marketing Communications
Defining the Target Audience
Specifying Service Communication Objectives
• Strategic Service Communications Objectives
Tactical Service Communications Objectives
• Promote Tangible Cues to Communicate Quality
Crafting Effective Service Communication Messages
• Problems of Intangibility
• Overcoming the Problems of Intangibility
The Services Marketing Communication Mix
• Communications Originate from Different Sources
• Messages Transmitted through Traditional Marketing Sources
• Messages Transmitted Online
• Messages Transmitted through Service Delivery Channels
• Messages Originating from Outside the Organization
Timing Decisions of Services Marketing Communication
Budget Decisions and Program Evaluation
Ethical and Consumer Privacy Issues in Communications
The Role of Corporate Design
Integrated Marketing Communications
no c
Ah.)
238
240
241
241
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249
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mmw.
8. Designing Service Processes
What is a Service Process?
Designing and Documenting Service Processes
Developing a Service Blueprint
• Blueprinting the Restaurant Experience: a Three-Act Performance
• Identifying Fail Points
• Fail-Proofing to Design Fail Points out of Service Processes
• Setting Service Standards and Targets
• Consumer Perceptions and Emotions in Service Process Design
Service Process Redesign
• Service Process Redesign Should Improve Both Quality and Productivity
Customer Participation in Service Processes
• Levels of Customer Participation
• Customer as Co-creators
• Reducing Service Failures Caused by Customers
Self-Service Technologies
• Customer Benefits and Adoption of Self-Service Technology
• Customer Disadvantages and Barriers of Adoption of Self-Service Technology
• Assessing and Improving SSTs
• Managing Customer s Reluctance to Change
292
292
295
297
304
304
205
306
308
309
313
313
314
314
316
319
320
321
321
9. Balancing Demand and Capacity 332
Fluctuations in Demand Threaten Profitability 333
• From Excess Demand to Excess Capacity 334
• Building Blocks of Managing Capacity and Demand 335
Defining Productive Service Capacity 336
Contents VIl
Managing Capacity 338
• Stretching Capacity Levels 338
• Adjusting Capacity to Match Demand 339
Understanding Patterns of Demand 340
Managing Demand 343
• Marketing Mix Elements Can be used to Shape Demand Patterns 345
Inventory Demand Through Waiting Lines and Queuing Systems 348
• Waiting is a Universal Phenomenon 348
• Managing Waiting Lines 349
• Different Queue Configurations 352
• Virtual Waits 354
• Queuing Systems can be Tailored to Market Segments 356
Customer Perceptions of Waiting Time 356
• The Psychology of Waiting Time 356
Inventory Demand Through Reservation Systems 358
• Reservation Strategies Should Focus on Yield 360
Create Alternative Use for Otherwise Wasted Capacity 360
10, Crafting the Service Environment 366
Service Environments - An Important Element of The Service Marketing Mix 368
What is the Purpose of Service Environments? 368
• Shape Customer s Service Experience and Behaviors 368
• Signal Quality and Position, Differentiate and Strengthen the Brand 370
• Core Component of The Value Proposition 371
• Facilitate the Service Encounter and Enhance Productivity 372
The Theory Behind Consumer Responses to Service Environments 373
• Feelings are a Key Driver of Customer Responses to Service Environments 373
• The Servicescape Model-An Integrative Framework 376
Dimensions of the Service Environment 377
• The Effect of Ambient Condition 378
• Spatial Layout and Functionality 386
• Signs, Symbols and Artifacts 387
• People are Part of the Service Environmenttoo 390
Putting It All Together 391
• Design with a Holistic View 391
• Design from a Customer s Perspective 391
11. Managing People for Service Advantage 400
Service Employees are Extremely Important 402
• Service Personnel as a Source of Customer Loyalty and Competitive Advantage 404
• The Frontline in Low-Contact Services 405
Frontline Work is Difficult and Stressful 406
• Service Jobs are Boundary Spanning Positions 406
• Sources of Role Conflict 406
• Emotional Labor 407
• Service Sweatshops? 408
Cycles of Failure, Mediocrity and Success 410
• The Cycle of Failure 410
• The Cycle of Mediocrity 413
• The Cycle of Success 415
Human Resource Management - How to Get it Right 416
• Hire the Right People 417
• Tools to Identify the Best Candidates 420
• Train Service Employees Actively 422
• Internal Communications to Shape the Service Culture and Behaviors 427
• Empower the Frontline 428
• When are High Levels of Empowerment Appropriate? 428
• Build High-Performance Service-Delivery Teams 431
• Integrate Teams Across Departments and Functional Areas 433
• Motivate and Energize People 434
• The Role of Labor Unions 436
Service Culture, Climate and Leadership 437
• Building a Service-Oriented Culture 437
• A Climate for Service 438
• Qualities of Effective Leaders in Service Organizations 438
• Leadership Styles, Focus on the Basics, and Role Modelling 440
• Focusing the Entire Organization on the Frontline 442
VIM Contents
PART IV: DEVELOPING CUSTOMER RELATIONSHIPS 454
12. Managing Relationships and Building Loyalty 456
The Search for Customer Loyalty 458
• Why Is Customer Loyalty So Important to a Firm s Profitability? 460
• Assessing the Value of a Loyal Customer 462
• Worksheet for Calculating Customer Lifetime Value 463
• The Gap between Actual and Potential Customer Value 464
• Why Are Customers Loyal? 464
The Wheel of Loyalty 466
Building A Foundation For Loyalty 467
• Target the Right Customers 467
• Search for Value, Not Just Volume 468
• Manage the Customer Base through Effective Tiering of Service 470
• Customer Satisfaction and Service Quality Are Prerequisites for Loyalty 475
Strategies for Developing Loyalty Bonds with Customers 476
• Deepen the Relationship 476
• Encourage Loyalty through Financial and Non-financial Rewards 477
• Build Higher-Level Bonds 482
Strategies for Reducing Customer Defections 484
• Analyze Customer Defections and Monitor Declining Accounts 484
• Address Key Churn Drivers 485
• Implement Effective Complaint Handling and Service Recovery Procedures 485
• Increase Switching Costs 486
Enablers of Customer Loyalty Strategies 487
• Customer Loyalty in a Transactional Marketing Context 487
• Relationship Marketing 487
• Creating Membership-Type Relationships as Enablers for Loyalty Strategies 488
CRM: Customer Relationship Management 489
• Common Objectives of CRM Systems 490
• What Does a Comprehensive CRM Strategy Include? 491
• Common Failures in CRM Implementation 493
• Howto Get CRM Implementation Right 493
13. Complaint Handling and Service Recovery 504
Customer Complaining Behavior 506
• Customer Response Options to Service Failure 506
• Understanding Customer Complaining Behavior 506
• What Do Customers Expect Once They Have Made A Complaint? 510
Customer Responses to Effective Service Recovery 511
• Impact of Effective Service Recovery on Customer Loyalty 511
• The Service Recovery Paradox 512
Principles of Effective Service Recovery Systems 513
• Make It Easy for Customer to Give Feedback 514
• Enable Effective Service Recovery 515
• How Generous Should Compensation Be? 517
• Dealing with Complaining Customers 517
Service Guarantees 519
• The Power of Service Guarantees 519
• Howto Design Service Guarantees 521
• Is Full Satisfaction the Best You Can Guarantee? 521
• Is It Always Beneficial to Introduce a Service Guarantee? 524
Discouraging Abuse and Opportunistic Customer Behavior 524
• Seven Types of Jaycustomers 525
• Consequences of Dysfunctional Customer Behavior 531
• Dealing with Consumer Fraud 532
546
548
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551
552
552
553
556
556
I4. Improving Sorvico Quality and Productivity
Integrating Service Quality and Productivity Strategies
• Service Quality, Productivity, and Profitability
What is Service Quality?
Identifying and Correcting Service Quality Problems
• The Gaps Model in Service Design and Delivery
• Key Ways to Close the Gaps in Service Quality
Measuring Service Quality
• Soft and Hard Service Quality Measures
Contents IX
Learning from Customer Feedback 557
• Key Objectives of Effective Customer Feedback Systems 557
• Use a Mix of Customer Feedback Collection Tools 558
• Analysis, Reporting, and Dissemination of Customer Feedback 564
Hard Measures of Service Quality 566
Tools to Analyze and Address Service Quality Problems 569
• Root Cause Analysis: The Fishbone Diagram 569
• Pareto Analysis 571
• Blueprinting —A Powerful Tool for Identifying Fail Points 571
Return on Quality 572
• Assess Costs and Benefits of Quality Initiatives 572
• Determine the Optimal Level of Reliability 574
Defining and Measuring Productivity 575
• Defining Productivity in a Service Context 576
• Measuring Productivity 576
• Service Productivity, Efficiency, and Effectiveness 577
Improving Service Productivity 578
• Generic Productivity Improvement Strategies 578
• Customer-Driven Approaches to Improve Productivity 580
• How Productivity Improvements Impact Quality and Value 581
Integration and Systemic Approaches to Improving Service 583
Quality and Productivity
• Total Quality Management 583
• ISO 9000 Certification 585
• Six Sigma 585
• Malcolm-Baldrige and EFQM Approaches 586
• Which Approach Should a Firm Adopt? 587
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,, i ci s s o g r v iqo u r y o n z. b x o f i
Creating a World-Class Service Organization
• From Losers to Leaders: Four Levels of Service Performance
• Moving to a Higher Level of Performance
Customer Satisfaction and Corporate Performance
mu
597
597
601
602
PART VI: CASE STUDIES 608
Case 1 Sullivan Ford Auto World 610
Case 2 Dr. Beckett s Dental Office 616
Case 3 Bouleau Huntley: Crossselling Professional Services 620
Case 4 Uber: Competing as Market Leader in the US versus Being a Distant Second in China 626
Case 5 Banyan Tree: Designing and Delivering a Branded Service Experience 633
Case 6 Kiwi Experience 643
Case 7 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period 652
Case 8 Aussie Pooch Mobile 658
Case 9 Shouldice Hospital Limited (Abridged) 669
Case 10 Delwarca Software Remote Support Unit 680
Case 11 Red Lobster 685
Case 12 Raleigh Rosse: Measure to Motivate Exceptional Service 687
Case 13 Singapore Airlines: Managing Human Resources for Cost-effective Service Excellence 695
Case 14 Dr. Mahalee Goes to London: Global Client Management 704
Case 15 Royal Dining Membership Program Dilemma 706
Case 16 Starbucks: Delivering Customer Service 713
Case 17 LUX*: Staging a Service Revolution in a Resort Chain 728
Case 18 KidZania: Shaping a Strategic Service Vision for the Future 744
Case 19-32 Additional Cases Available for Educators 763
Glossary 764
Name Index 772
Subject Index 776
X Contents
|
| any_adam_object | 1 |
| author | Wirtz, Jochen Lovelock, Christopher H. 1940-2008 |
| author_GND | (DE-588)14257144X (DE-588)133426262 |
| author_facet | Wirtz, Jochen Lovelock, Christopher H. 1940-2008 |
| author_role | aut aut |
| author_sort | Wirtz, Jochen |
| author_variant | j w jw c h l ch chl |
| building | Verbundindex |
| bvnumber | BV043573389 |
| classification_rvk | QQ 250 QR 560 |
| ctrlnum | (OCoLC)941870492 (DE-599)BVBBV043573389 |
| 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 | Eighth edition |
| format | Book |
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| genre | 1\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV043573389 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:29:12Z |
| institution | BVB |
| isbn | 9781944659004 9781944659011 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028988194 |
| oclc_num | 941870492 |
| open_access_boolean | |
| owner | DE-739 DE-945 DE-898 DE-BY-UBR DE-859 DE-19 DE-BY-UBM DE-355 DE-BY-UBR DE-2070s DE-1050 DE-384 DE-M347 |
| owner_facet | DE-739 DE-945 DE-898 DE-BY-UBR DE-859 DE-19 DE-BY-UBM DE-355 DE-BY-UBR DE-2070s DE-1050 DE-384 DE-M347 |
| physical | xvii, 783 Seiten Illustrationen |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| record_format | marc |
| spelling | Wirtz, Jochen Verfasser (DE-588)14257144X aut Services marketing people, technology, strategy Jochen Wirtz, Christopher Lovelock Eighth edition Hackensack, NJ World Scientific [2016] © 2016 xvii, 783 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Dienstleistung (DE-588)4012178-1 gnd rswk-swf Dienstleistungssektor (DE-588)4012183-5 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Markterschließung (DE-588)4114519-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing-Mix (DE-588)4168908-2 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 2\p DE-604 Dienstleistungsbetrieb (DE-588)4012181-1 s 3\p DE-604 Marketing-Mix (DE-588)4168908-2 s 4\p DE-604 Marktsegmentierung (DE-588)4037644-8 s 5\p DE-604 Markterschließung (DE-588)4114519-7 s 6\p DE-604 Lovelock, Christopher H. 1940-2008 Verfasser (DE-588)133426262 aut Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028988194&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 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Wirtz, Jochen Lovelock, Christopher H. 1940-2008 Services marketing people, technology, strategy Dienstleistung (DE-588)4012178-1 gnd Dienstleistungssektor (DE-588)4012183-5 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marktsegmentierung (DE-588)4037644-8 gnd Markterschließung (DE-588)4114519-7 gnd Marketing (DE-588)4037589-4 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4012183-5 (DE-588)4012181-1 (DE-588)4037644-8 (DE-588)4114519-7 (DE-588)4037589-4 (DE-588)4168908-2 (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_full | Services marketing people, technology, strategy Jochen Wirtz, Christopher Lovelock |
| title_fullStr | Services marketing people, technology, strategy Jochen Wirtz, Christopher Lovelock |
| title_full_unstemmed | Services marketing people, technology, strategy Jochen Wirtz, Christopher Lovelock |
| title_short | Services marketing |
| title_sort | services marketing people technology strategy |
| title_sub | people, technology, strategy |
| topic | Dienstleistung (DE-588)4012178-1 gnd Dienstleistungssektor (DE-588)4012183-5 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marktsegmentierung (DE-588)4037644-8 gnd Markterschließung (DE-588)4114519-7 gnd Marketing (DE-588)4037589-4 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| topic_facet | Dienstleistung Dienstleistungssektor Dienstleistungsbetrieb Marktsegmentierung Markterschließung Marketing Marketing-Mix Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028988194&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT wirtzjochen servicesmarketingpeopletechnologystrategy AT lovelockchristopherh servicesmarketingpeopletechnologystrategy |