Services marketing: concepts, strategies, & cases
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, MA
Cengage Learning
[2017]
|
| Edition: | fifth edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 458 Seiten Illustrationen 26 cm |
Staff View
MARC
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| 245 | 1 | 0 | |a Services marketing |b concepts, strategies, & cases |c K. Douglas Hoffman, John E.G. Bateson |
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| 505 | 8 | |a Includes bibliographical references and index | |
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Record in the Search Index
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|---|---|
| adam_text | Titel: Services marketing
Autor: Hoffman, K. Douglas
Jahr: 2017
Contents
Preface . . ........................................iv
About the Authors................................... . x
PART I An Overview of Services Marketing
CHAPTER 1
An Introduction to Services ...............................2
1-1 Introduction 3
1-2 What Is a Service? 4
1-3 Creating the Service Experience 9
1-4 The Servuction Model 9
1-5 Why Study Services? 14
Summary 22
CASE 1 : The Twins First Service Encounter 24
CHAPTER 2
The Service Economy: Supersectors and Ethical Considerations...........31
2-1 Introduction 32
2-2 What Is the Service Economy? 33
2-3 Ethical Considerations for Services Marketers 46
2-4 What Are Ethics? 47
2-5 The Opportunity for Ethical Misconduct in Services Marketing 47
2-6 Issues that Create Ethical Conflict 51
2-7 The Effects of Ethical Misconduct 53
2-8 Controlling Ethical Decision Making 53
Summary 55
CASE 2: The Case of Jim Bakker and PTL 58
CHAPTER 3
Fundamental Differences Between Goods and Services................61
3-1 Introduction 62
3-2 Intangibility: The Mother of All Unique Differences 63
3-3 Inseparability: The Interconnection of Service Participants 69
3-4 Heterogeneity: The Variability of Service Delivery 74
3-5 Perishability: Balancing Supply and Demand 77
3-6 Marketing, Operations, and Human Resources Must Work Together 83
Summary 84
CASE 3: Kayak: Leading the Evolution of Online Travel Services 87
Contents xiii
CHAPTER 4
Services Consumer Behavior..............................89
4-1 Introduction 90
4-2 The Consumer Decision Process: An Overview 91
4-3 Special Considerations Pertaining to Services 96
Summary 108
CASE 4: Frontier and United Airlines: Competition Heats Up in Denver ill
PART II The Tactical Services Marketing Mix 115______________
CHAPTER 5
The Service Delivery Process..............................116
5-1 Introduction 11.7
5-2 Stages of Operational Competitiveness 117
5-3 Marketing and Operations: Balance is Critical 121
5-4 In a Perfect World, Service Firms Would Be Efficient 123
5-5 Applying Efficiency Models to Service Firms 125
5-6 The Art of Blueprinting 131
5-7 Blueprinting and New-Product Development: The Roles of
Complexity and Divergence 138
Summary 141
CASE 5: Build-A-Bear Workshops: Calculating the Service Cost per Bear 144
CHAPTER 6
The Pricing of Services.................................147
6-1 Introduction 148
6-2 What Does It Mean to Provide Value? 148
6-3 Special Considerations of Service Pricing 150
6-4 Emerging Service Pricing Strategies 164
6-5 Some Final Thoughts on Pricing Services 168
Summary 168
CASE 6: MDVIP: Become a Priority, Not Just a Patient 171
CHAPTER 7
Developing the Service Communication Strategy...................173
7-1 Introduction 175
7-2 Managing the Service Communication Process 176
7-3 Special Challenges Associated with the Service Communications Strategy 185
7-4 Specific Guidelines for Developing Service Communications 188
7-5 Developing Communication Strategies for Professional Service Providers 194
Summary 198
CASE 7: Developing a Communication Strategy: Ultimate Escapes 201
xiv Contents
CHAPTER 8
Managing the Firm s Physical Evidence........................203
8-1 Introduction 204
8-2 The Strategic Role of Physical Evidence 204
8-3 The SOR Model 208
8-4 The Development of Servicescapes 210
8-5 Managing the Senses When Creating Servicescapes 217
Summary 226
CASE 8: Developing an Orthodontic Servicescape: Dr. Crane s Dilemma 229
CHAPTER 9
People as Strategy: Managing Service Employees...................231
9-1 Introduction 232
9-2 The Service Provider Role 233
9-3 Unleashing Service with the Right Climate 237
9-4 The Role of Management 251
9-5 Information Technology and the Service Provider 251
Summary 254
CASE 9: The Four Seasons Sharm el Sheik and the Arab Spring 257
CHAPTER 10
People as Strategy: Managing Service Consumers...................259
10-1 Introduction 260
10-2 Expert and Novice Consumers as Part of the Production Process 260
10-3 The Theatrical Analogy 262
10-4 Consumer Performance and Operational Efficiency 263
10-5 Consumer Satisfaction and Consumer Performance 265
10-6 Managing Consumer Performance Scripts 266
10-7 Managing Consumer Service Perceptions During The Service Experience 274
10-8 Consumer Performance and The Role of Marketing and Operations 278
Summary 280
CASE 10: U.S. Supermarkets Look Beyond Standard Self-Checkout Service 283
PART III Assessing and Implementing Successful Service
Strategies 285
CHAPTER 1 1
Defining and Measuring Customer Satisfaction...................286
11-1 Introduction 287
11-2 The Importance of Customer Satisfaction 287
11-3 Measuring Customer Satisfaction 292
11-4 Understanding Customer Satisfaction Ratings 295
11-5 Customer Satisfaction: How Good Is Good Enough? 299
11-6 Does Customer Satisfaction Translate into Customer Retention? 302
Contents xv
11-7 Customer Satisfaction: A Closer Look 305
Summary 310
CASE 11 : The Crestwood Inn 312
CHAPTER 12
Defining and Measuring Service Quality.......................314
12-1 Introduction 315
12-2 What Is Service Quality? 316
12-3 Diagnosing Failure Gaps in Service Quality 319
12-4 Measuring Service Quality: The SERVQUAL Measurement Scale 324
12-5 Service Quality Information Systems 332
Summary 337
CASE 12: Service Quality at the Remington Hotel 339
CHAPTER 13
Complaint and Service Recovery Management....................342
13-1 Introduction 343
13-2 The Psychology of Customer Complaining Behavior 344
13-3 Developing a Service Recovery Management Program 352
13-4 The Art of Service Recover) : Basic Rules of Thumb 361
Summary 363
CASE 13: Part I: Is This Any Way to Run an Airline? 366
CASE 13: Part II: World Airline s Response 369
CHAPTER 14
Customer Loyalty and Retention............................371
14-1 Introduction 373
14-2 What Is Customer Loyalty? 373
14-3 What Is Customer Retention? 376
14-4 The Benefits of Customer Retention 380
14-5 Customer Retention Programs 383
14-6 Defection Management: Developing a Zero Defection Culture 389
Summary 394
CASE 14: The Mandalay Bay Conundrum 397
CHAPTER 15
Pulling the Pieces Together: Creating a World-Class Service Culture........400
15-1 Introduction 401
15-2 Obstacles to World-Class Service: Departmentalization and Functional ism 403
15-3 Developing a Service Culture 411
15-4 Strategies that Facilitate Cultural Change 419
Summary 423
CASE 15: Assessing Your College s Culture: Go for a Culture Walk 426
Glossary..............................................428
Index...............................................443
|
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| language | English |
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| physical | XV, 458 Seiten Illustrationen 26 cm |
| publishDate | 2017 |
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| publisher | Cengage Learning |
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| spelling | Hoffman, K. Douglas Verfasser aut Services marketing concepts, strategies, & cases K. Douglas Hoffman, John E.G. Bateson fifth edition Boston, MA Cengage Learning [2017] XV, 458 Seiten Illustrationen 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Service industries / Marketing Service industries / Marketing fast Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s 1\p DE-604 Bateson, John E. G. Sonstige (DE-588)121975258 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029275108&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 | Hoffman, K. Douglas Services marketing concepts, strategies, & cases Includes bibliographical references and index Service industries / Marketing Service industries / Marketing fast Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4012178-1 |
| title | Services marketing concepts, strategies, & cases |
| title_auth | Services marketing concepts, strategies, & cases |
| title_exact_search | Services marketing concepts, strategies, & cases |
| title_full | Services marketing concepts, strategies, & cases K. Douglas Hoffman, John E.G. Bateson |
| title_fullStr | Services marketing concepts, strategies, & cases K. Douglas Hoffman, John E.G. Bateson |
| title_full_unstemmed | Services marketing concepts, strategies, & cases K. Douglas Hoffman, John E.G. Bateson |
| title_short | Services marketing |
| title_sort | services marketing concepts strategies cases |
| title_sub | concepts, strategies, & cases |
| topic | Service industries / Marketing Service industries / Marketing fast Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | Service industries / Marketing Marketing Dienstleistung |
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