Services marketing: integrating customer focus across the firm
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Maidenhead, Berkshire
McGraw-Hill Education
[2016]
|
| Ausgabe: | Third European edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben. - Internat. ed. u.d.T.: Zeithaml, Valarie A.: Services marketing. - Includes bibliographical references and index |
| Beschreibung: | xvii, 538 Seiten Diagramme, Illustrationen |
| ISBN: | 9780077169312 |
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Datensatz im Suchindex
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| adam_text | Titel: Services marketing
Autor: Wilson, Alan M
Jahr: 2016
SERVICES MARKETING INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM THIRD EUROPEAN EDITION Me Graw Hill Education London Boston Burr Ridge, IL Dubuque, IA Madison, Wl New York San Francisco St. Louis Bangkok Bogotá Caracas Kuala Lumpur Lisbon Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto
Brief Table of Contents About the authors x Preface xi Acknowledgements xiv Guided tour xvi Technology to enhance learning and teaching: Connect xviii PART 1: Foundations for services marketing 2 1 Introduction to services 4 2 Consumer behaviour in services 27 3 Customer expectations of service 48 4 Customer perceptions of service 69 5 The gaps model of service quality 91 PART 2: Understanding customer requirements 106 6 Listening to customers 108 7 Building customer relationships 132 PART 3: Aligning service design and standards 160 8 Service innovation and design 162 9 Customer-defined service standards 188 10 The physical and virtual servicescape 210 PART 4: Delivering and performing service 232 11 Employees’ roles in service delivery 234 12 Customers’ roles in service delivery 260 13 Delivering service through electronic channels and intermediaries 282 14 Managing demand and capacity 300 15 Service recovery 325 PART 5: Managing service promises 352 16 Managing external and internal communications 354 17 Pricing of services 377 PART 6: Service and the bottom line 398 18 The financial impact of service quality 400 Case Section Endnotes Index 418 509 529
VÌv . ’ ’ ¿-a, v. V.-A^r-v Detailed Table of Contents ? jP*r-. 7 : • - .s 1 V - . .‘??OtV- - V£j ?%* About the authors x Preface xi Acknowledgements xlv Guided tour xvi Technology to enhance learning and teaching: Connect xviii PART 1: Foundations for services marketing 2 Chapter 1: Introduction to services 4 Opening example: Europe’s position as a global services provider 5 What are services? 5 Service dominant logic 7 Why services marketing? 13 Service and technology 14 Characteristics of services impacting on marketing activities 17 Services marketing mix 21 Staying focused on the customer 24 Chapter 2: Consumer behaviour in services 27 Opening example: The travelling millenniums and their buying behaviour 28 Search, experience and credence properties 29 Consumer choice 30 Consumer experience 35 Post-experience evaluation 39 Understanding differences among consumers 41 Chapter 3: Customer expectations of service 48 Opening example: The ash cloud - KLM and British Airways response 49 Importance of customer expectations 50 Meaning and types of service expectations 50 Factors that influence customer expectations of service 55 Issues involving the management of customer service expectations 61 Chapter 4: Customer perceptions of service 69 Opening example: Changing perceptions - Virgin Money 70 Customer perceptions 70 Customer satisfaction 72 Ensuring high customer satisfaction 75 Service qjuality 76 Service encounters: the building blocks for customer perceptions 81 The evidence of service 86
Detailed Table of Contents Chapter 5: The gaps model of service quality 91 Opening example: Amazon - providing excellent service 92 The customer gap 93 The provider gaps 94 Putting it all together: closing the gaps 100 PART 2: Understanding customer requirements 106 Chapter 6: Listening to customers 108 Opening example: Airbnb - understanding peer-to-peer room rental 109 Customer databases and big data 110 Using marketing research to understand customer expectations 112 Elements in an effective services marketing research programme 113 Analysing and interpreting marketing research findings 122 Using marketing research information 125 Ethics in marketing research 125 Monitoring user-generated content 126 Upward communication 126 Chapter 7: Building customer relationships 132 Opening example: Boots - focusing on the customer 133 Relationship marketing 134 Relationship value of customers 141 Customer profitability segments 142 Relationship development strategies 145 Relationship challenges 151 Relationships from the service dominant logic perspective 155 PART 3: Aligning service design and standards 160 Chapter 8: Service innovation and design 162 Opening example: My Starbucks idea - crowdsourcing innovation 163 Challenges of service innovation policy 164 New service development processes 166 Types of new services 167 Stages in service innovation and development 168 Service blueprinting 174 High-performance service innovations 183 Chapter 9: Customer-defined service standards 188 Opening example: DHL freight - understanding service standards from the customer perspective 189 Factors necessary for appropriate service standards 190 Types of customer-defined service standards 194 Development of customer-defined service standards 196 Chapter 10: The physical and virtual servicescape 210 Opening example: Redesigning fast food 211 Physical evidence 212 Types of servicescapes 215 Strategic roles of the servicescape 217
viii Detailed Table of Contents Framework for understanding servicescape effects on behaviour 219 Guidelines for physical evidence strategy 227 PART 4: Delivering and performing service 232 Chapter 11: Employees’ roles in service delivery 234 Opening example: The critical role of the employees 235 Service culture 236 The critical importance of service employees 238 Boundary-spanning roles 241 Strategies for delivering service quality through people 246 Customer-oriented service delivery 255 Chapter 12: Customers’ roles in service delivery 260 Opening example: IKEA - customers create value for themselves 261 The importance of customers in service co-creation and delivery 262 Customers’ roles 265 Self-service technologies - the ultimate in customer participation 270 Strategies for enhancing customer participation 273 Chapter 13: Delivering service through electronic channels and intermediaries 282 Opening example: Shakespeare goes online 283 Delivering service through electronic channels 283 Delivering service through mobile channels 287 Other forms of service distribution 288 Direct or company-owned channels 289 Franchising 290 Agents and brokers 292 Common issues involving intermediaries 295 Strategies for effective service delivery through intermediaries 296 Chapter 14: Managing demand and capacity 300 Opening example: Hilton worldwide RMCC - revenue management consolidated centre 301 The underlying issue: lack of inventory capability 302 Capacity constraints 303 Demand patterns 306 Strategies for matching capacity and demand 307 Revenue management 313 Queuing strategies: when demand and capacity cannot be matched 318 Chapter 15: Service recovery 325 Opening example: Revenge on YouTube - United Airlines breaks guitars 326 The impact of service failure and recovery 327 How customers respond to service failures 329 Customers’ recovery expectations 333 Cultural differences in customers’ recovery expectations
336 Switching versus loyalty following service recovery 337 Service recovery strategies 338 Service guarantees 345
Detailed Table of Contents ix PART 5: Managing service promises Chapter 16: Managing external and internal communications Opening example: Santander’s cycle partnerships The need for coordination in online and offline marketing communication channels Keg service communication challenges Five categories of strategies to match service promises with delivery Chapter 17: Pricing of services Opening example: Airberlin restructures their airfares Three key ways that service prices are different for consumers Approaches to pricing services Pricing strategies that link to the four value definitions 352 354 355 356 358 361 377 378 379 383 388 PART 6: Service and the bottom line Chapter 18: The financial impact of service quality Opening example: Zappos - the value of investing service quality Service and profitability: the direct relationship Offensive marketing effects of service: attracting more and better customers Defensive marketing effects of service: customer retention Customer perceptions of service quality and purchase intentions The key drivers of service quality, customer retention and profits Customer equity and return on marketing Company performance measurement: the balanced performance scorecard 398 400 401 402 404 404 407 408 410 412 Case Section 1 Disney’s magic bands: enhancing customer experience 2 Ryanair’s digital strategy to drive growth 3 Starbucks: brewing more than just coffee 4 The future of retail clothing: Will Uniqlo turn the world Japanese? 5 Employer branding at McDonald’s: redefining McJobs 6 The Shangri-La Bosphorus hotel: extending the famed Shangri-La hospitality to Turkey 7 Liverpool Victoria (LV): achieving business turn-around through employee engagement 8 Redefining the AXA brand 418 420 426 434 439 452 468 486 500 Endnotes 509 Index 529
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Third European edition |
| format | Book |
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| publisher | McGraw-Hill Education |
| record_format | marc |
| spelling | Wilson, Alan M. Verfasser (DE-588)1011282380 aut Services marketing integrating customer focus across the firm Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. Gremler Third European edition Maidenhead, Berkshire McGraw-Hill Education [2016] © 2016 xvii, 538 Seiten Diagramme, Illustrationen txt rdacontent n rdamedia nc rdacarrier Literaturangaben. - Internat. ed. u.d.T.: Zeithaml, Valarie A.: Services marketing. - Includes bibliographical references and index Wettbewerbsstrategie (DE-588)4200234-5 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Qualitätsmanagement (DE-588)4219057-5 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 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 Zeithaml, Valarie A. Verfasser (DE-588)113065035 aut Bitner, Mary Jo Verfasser (DE-588)134158091 aut Gremler, Dwayne D. 1958- Verfasser (DE-588)138211183 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028997844&sequence=000001&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 | Wilson, Alan M. Zeithaml, Valarie A. Bitner, Mary Jo Gremler, Dwayne D. 1958- Services marketing integrating customer focus across the firm Wettbewerbsstrategie (DE-588)4200234-5 gnd Dienstleistung (DE-588)4012178-1 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Kundenorientierung (DE-588)4316837-1 gnd Marketing (DE-588)4037589-4 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4200234-5 (DE-588)4012178-1 (DE-588)4012181-1 (DE-588)4316837-1 (DE-588)4037589-4 (DE-588)4219057-5 (DE-588)4236865-0 (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_full | Services marketing integrating customer focus across the firm Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. Gremler |
| title_fullStr | Services marketing integrating customer focus across the firm Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. Gremler |
| title_full_unstemmed | Services marketing integrating customer focus across the firm Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. Gremler |
| title_short | Services marketing |
| title_sort | services marketing integrating customer focus across the firm |
| title_sub | integrating customer focus across the firm |
| topic | Wettbewerbsstrategie (DE-588)4200234-5 gnd Dienstleistung (DE-588)4012178-1 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Kundenorientierung (DE-588)4316837-1 gnd Marketing (DE-588)4037589-4 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Wettbewerbsstrategie Dienstleistung Dienstleistungsbetrieb Kundenorientierung Marketing Qualitätsmanagement Kundenmanagement Europa Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028997844&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT wilsonalanm servicesmarketingintegratingcustomerfocusacrossthefirm AT zeithamlvalariea servicesmarketingintegratingcustomerfocusacrossthefirm AT bitnermaryjo servicesmarketingintegratingcustomerfocusacrossthefirm AT gremlerdwayned servicesmarketingintegratingcustomerfocusacrossthefirm |