Services marketing: people, technology, strategy
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© 2022
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| Ausgabe: | Ninth edition |
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | xvii, 665 Seiten Illustrationen, Diagramme |
| ISBN: | 9781944659790 9781944659820 |
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Contents About the Authors Preface Acknowledgements xiii xiv xvi PART I: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS 2 1. Creating Value in the Service Economy 4 Opening Vignette 5 • Introduction to the World of Services Marketing 5 Why Study Services? 7 Services Dominate the Global Economy • Most New Jobs are Generated by Services • Understanding Services Offers Personal Competitive Advantage ? 8 9 • What are the Principal Industries of the Service Sector? 11 • Contribution to Gross Domestic Product 11 Powerful Forces are Transforming Service Markets 12 Business-to-Business Services as a Core Engine of Economic Development 14 Outsourcing and Offshoring Often Work in Tandem 15 What are Services? 15 • • • • 16 16 18 18 The Historical View Benefits Without Ownership Defining Services Service Products versus Customer Service and After-Sales Service Four Broad Categories of Services — A Process Perspective 19 • • • • 19 20 21 22 People Processing Possession Processing Mental Stimulus Processing Information Processing Services Pose Distinct Marketing Challenges 22 The 7 Ps of Services Marketing 24 The Traditional Marketing Mix Applied to Services 24 • • • • 24 25 26 26 Product Elements Place and Time Price and Other User Outlays Promotion and Education The Extended Services Marketing Mix for Managing the Customer Interface 27 • Process • Physical Environment • People 27 28 28 Marketing Must be Integrated with Other Management Functions 28 The Service-Profit Chain 30 A Framework for Developing Effective Service Marketing Strategies 31 Conclusion 32 2. Understanding
Service Consumers 40 Opening Vignette 41 • Susan Munro, Service Consumer 41 The Three-Stage Model of Service Consumption 42 Prepurchase Stage 42 • • • • 42 42 42 52 Need Awareness Information Search Evaluation of Alternative Services Purchase Decision Service Encounter Stage 53 • Service Encounters are "Moments of Truth" • Service Encounters Range from High Contactto Low Contact • The Servuction System 53 54 55 Contents V
• Theater as Metaphor for Service Delivery • Role and Script Theories • Perceived Control Theory 57 58 60 Post-Encounter Stage 61 • Customer Satisfaction • Service Quality • Customer Loyalty 61 63 65 Conclusion 68 3. Positioning Services in Competitive Markets 77 • Positioning a Chain of Childcare Centers Away from the Competition 77 Customer-Driven Services Marketing Strategy 78 • Customer, Competitor, and Company Analysis (3 Cs) • Segmentation, Targeting, and Positioning (STP) 78 80 Segmenting Service Markets 81 • Important versus Determinant Service Attributes • Segmentation Based on Service Levels 82 83 Targeting Service Markets 84 • Achieving Competitive Advantage Through Focus 84 Principles of Positioning Services 89 Using Positioning Maps to Plot Competitive Strategy 90 • An Example of Applying Positioning Maps to the Hotel Industry • Mapping Future Scenarios to Identify Potential Competitive Responses • Positioning Charts Help Executives Visualize Strategy 90 92 94 Positioning Digital Services and Platforms 94 • Attributes of Digital Service Available for Positioning • Ecosystem Orchestration and Governance • Direct and Indirect Network Effects 94 96 96 Developing an Effective Positioning Strategy 98 Conclusion 99 PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES 4. Developing Service Products and Brands 104 106 Opening Vignette 107 Understanding Service Products 107 • What is a Service Product? • What are the Benefits of Well-Developed Service Products? • Creating Service Products 108 108 110 The Flower of Service 110 • Facilitating Supplementary Services •
Enhancing Supplementary Services • Managing the Flower of Service 111 114 118 Branding Services 119 • • • • • 119 121 123 124 125 Service Brand Architecture at the Corporate Level Branding Service Products and Experiences Branding Service Levels — Service Tiering Building Brand Equity Delivering Branded Service Experiences New Service Development 125 • A Hierarchy of New Service Categories • Design Thinking in New Service Development • Achieving Success in New Service Development 126 130 130 Conclusion 131 5. Distributing Services Through Physical and Electronic Channels 138 Opening Vignette 139 • Being Global in an Instant? . Or Does It Take Forever? 139 Distribution in a Services Context ѴІ 76 Opening Vignette 140 What is Being Distributed? 140 How Should a Service be Distributed? 140 Contents
S • Customers Visit the Service Site • Service Providers Go to Their Customers • The Service Transaction is Conducted Remotely • Channel Preferences Vary Among Customers • Channel Integration is Key Where Should a Service Facility be Located? • Strategic Location Considerations • Tactical Location Considerations • Locational Constraints • Innovative Location Strategies When Should Service be Delivered? The Role of Intermediaries • Benefits and Costs of Alternative Distribution Channels • Franchising • Other Intermediaries The Challenge of Distribution in Large Domestic Markets Distributing Services Internationally • Factors Favoring Adoption of Transnational Strategies • How Does the Nature of a Service Affect International Distribution? « Barriers to International Trade in Services • Howto Enter International Markets? Cmsciusion 142 142 143 146 147 148 148 148 149 150 151 153 153 155 157 157 158 158 161 162 164 165 Pricing and Revenue Management 172 . x Opening Vignette • Dynamic Pricing is Hereto Stay Effective Pricing is Central to Financial Success « Objectives for Establishing Prices Pricing Strategy Stands on Three Foundations • Cost-Based Pricing • Value-Based Pricing • Reducing Related Monetary and Nonmonetary Costs • Competition-Based Pricing Revenue Management: What It is and How It Works • Reserving Capacity for High-Yield Customers • How Can We Measure the Effectiveness of a Firm's Revenue Management? • How Does Competitors'Pricing Affect Revenue Management? • Price Elasticity • Designing Rate Fences Fairness and Ethical Concerns in Service Pricing » Service
Pricing is Complex » Piling on the Fees » Designing Fairness into Revenue Management Putting Service Pricing into Practice » How Much to Charge? • What Should be the Specified Basis for Pricing? • Who Should Collect Payment and Where Should Payment be Made? • When Should Payment be Made? • How Should Payment be Made? • How Should Prices be Communicated to the Target Markets? Conclusion 7. Service Marketing Communications Opening Vignette • Oscar is Having the Time of His Life Integrated Service Marketing Communications Defining the Target Audience Specifying Service Communication Objectives • Strategic Service Communication Objectives • Tactical Service Communication Objectives • Promote Tangible Cuesto Communicate Quality Crafting Effective Service Communication Messages 173 173 174 174 174 177 179 180 182 184 185 187 187 187 188 190 192 193 195 197 197 197 201 201 202 204 204 210 211 211 212 214 214 214 215 217 218 Contents VII
• Problems of Intangibility • Overcoming the Problems of Intangibility 219 220 The Service Marketing Communications Mix 223 • • • • • • 223 225 225 229 235 238 Service Communications Media and Their Effectiveness Communications Originate from Different Sources Messages Transmitted Through Traditional Marketing Channels Messages Transmitted Online Messages Transmitted Through Service Delivery Channels Messages Originating from Outside the Organization Timing Decisions of Service Marketing Communications 243 Ethical and Consumer Privacy Issues in Communications 244 The Role of Corporate Design 246 Integrated Marketing Communications 247 Conclusion 248 PART I!!: MANAGING THE CUSTOMER INTERFACE 8. Designing Service Processes 258 260 Opening Vignette 261 • Redesigning Customer Service in a Small Hospital Practice • The Redesigned Service Model 261 261 What is a Service Process? 262 Designing and Documenting Service Processes 262 Developing a Service Blueprint 265 Blueprinting the Restaurant Experience: A Three-Act Performance 266 • • • • 272 273 274 275 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 276 • Service Process Redesign Should Improve Both Quality and Productivity 277 Customer Participation in Service Processes 278 • Levels of Customer Participation • Customers as Service Co-Creators • Reducing Service Failures Caused by Customers 280 280 281 Self-Service Technologies, Service Robots, and Artificial
Intelligence 282 • • • • 283 285 285 286 Customer Benefits and Adoption of Self-Service Technology Customer Disadvantages and Barriers of Adoption of Self-Service Technology Assessing and Improving Self-Service Technologies Managing Customers' Reluctance to Change Service Robots in the Frontline 287 • Beginning of the Service Revolution • What are Service Robots and How Do They Differ from Traditional Self-Service Technologies? • What Services Will Robots Deliver? 287 288 289 Conclusion 293 9. Balancing Demand and Capacity Opening Vignette VIM 243 Budget Decisions and Program Evaluation 302 303 • Summer on the Ski Slopes 303 Fluctuations in Demand Threaten Profitability 303 • From Excess Demand to Excess Capacity • Building Blocks of Managing Capacity and Demand 303 304 Defining Productive Service Capacity 306 Managing Capacity 307 • Stretching Capacity Levels • Adjusting Capacity to Match Demand 307 308 Understand Patterns of Demand 309 Managing Demand 311 • Marketing Mix Elements Can be Used to Shape Demand Patterns 312 Inventory Demand Through Waiting Lines and Queuing Systems 314 • Waiting is a Universal Phenomenon 314 Contents
• • • • Managing Waiting Lines Different Queue Configurations Virtual Waits Queuing Systems Can be Tailored to Market Segments 315 315 318 319 Customer Perceptions of Waiting Time 319 • The Psychology of Waiting Time 319 Inventory Demand Through Reservation Systems 321 • Reservation Strategies Should Focus on Yield 322 Create Alternative Use for Otherwise Wasted Capacity 323 Conclusion 323 10. Crafting the Service Environment Opening Vignette 328 329 • The Guggenheim Museum in Bilbao 329 Service Environments — An Important Element of the Services Marketing Mix 330 What is the Purpose of Service Environments? 330 • • • • 330 330 333 334 Shape Customers' Service Experiences and Behaviors Signal Quality and Position, Differentiate, and Strengthen the Brand Core Component of the Value Proposition Facilitate the Service Encounter and Enhance Productivity The Theory Behind Consumer Responses to Service Environments 335 • Feelings are a Key Driver of Customer Responses to Service Environments • The Servicescape Model — An Integrative Framework 335 337 Dimensions of the Service Environment 338 • • • • • • • 339 339 341 342 345 345 347 The Effect of Ambient Conditions Music Scent Color Spatial Layout and Functionality Signs, Symbols, and Artifacts People are Part of the Service Environment Too Putting It All Together 348 • Design with a Holistic View • Design from a Customer's Perspective • Tools to Guide Servicescape Design 348 350 352 Conclusion 352 11. Managing People for Service Advantage 358 Opening Vignette 359 • Cora Griffith — The Outstanding Waitress 359 Service Employees
are Extremely Important 36Q • Service Personnel as a Source of Customer Loyalty and Competitive Advantage • The Frontline in Low-Contact Services 360 362 Frontline Work is Difficult and Stressful 363 • • • • 363 364 365 366 Service Jobs are Boundary Spanning Positions Sources of Role Conflict and Role Stress Emotional Labor Service Sweatshops? Cycles of Failure, Mediocrity, and Success 368 • The Cycle of Failure • The Cycle of Mediocrity • The Cycle of Success 368 371 372 Human Resources Management — How to Get It Right? 373 • • • • • • • • • 374 375 379 382 382 384 387 388 390 Hire the Right People Tools to Identify the Best Candidates Train Service Employees Actively Internal Communications to Shape the Service Culture and Behaviors Empower the Frontline Build High-Performance Service-Delivery Teams Integrate Teams Across Departments and Functional Areas Motivate and Energize People The Role of Labor Unions Contents IX
Service Culture, Climate, and Leadership • • • • • Building a Service-Oriented Culture A Climate for Service Qualities of Effective Leaders in Service Organizations Leadership Styles, Focus on the Basics, and Role Modeling Focusing the Entire Organization on the Frontline Conclusion 391 391 391 392 392 393 395 PART IV: DEVELOPING CUSTOMER RELATIONSHIPS 404 12, Managing Relationships and Building Loyalty 406 Opening Vignette 407 • Caesars Entertainment's Customer Relationship Management 407 The Search for Customer Loyalty 407 • • • • • 409 411 412 413 413 Why is Customer Loyalty so Important to a Firm's Profitability? Assessing the Value of a Loyal Customer Worksheet for Calculating Customer Lifetime Value The Gap Between Actual and Potential Customer Value Why are Customers Loyal? The Wheel of Loyalty 414 • • • • 414 416 418 420 Target the Right Customers Search for Value, Not Just Volume Manage the Customer Base Through Effective Tiering of Service Customer Satisfaction and Service Quality are Prerequisites for Loyalty Strategies for Developing Loyalty Bonds with Customers 421 • Deepen the Relationship • Encourage Loyalty Through Financial and Nonfinancial Rewards • Build Higher-Level Bonds 422 422 425 Strategies for Reducing Customer Switching 427 • • • • 427 427 428 428 Analyze Customer Switching and Monitor Declining Accounts Address Key Churn Drivers Implement Effective Complaint Handling and Service Recovery Procedures Increase Switching Costs Enablers of Customer Loyalty Strategies 429 • Customer Loyalty in a Transactional Marketing Context • Relationship Marketing •
Creating "Membership-Type" Relationships as Enablers for Loyalty Strategies 429 429 429 Customer Relationship Management 431 • • • • 431 432 434 435 Common Objectives of CRM Systems What Does a Comprehensive CRM Strategy Include? Common Failures in CRM Implementation Howto Get a CRM Implementation Right Conclusion 13. Complaint Handling and Service Recovery X 414 Building a Foundation for Loyalty 435 442 Opening Vignette 443 • Too Little, Too Late — Jet Blue's Service Recovery 443 Customer Complaining Behavior 444 • Customer Response Options to Service Failure • Understanding Customer Complaining Behavior • What Do Customers Expect Once They Have Made a Complaint? 444 446 448 Customer Responses to Effective Service Recovery 448 • Impact of Effective Service Recovery on Customer Loyalty • The Service Recovery Paradox 449 449 Principles of Effective Service Recovery Systems 450 • • • • 450 451 452 453 Make It Easy for Customers to Give Feedback Enable Effective Service Recovery How Generous Should Compensation be? Dealing with Complaining Customers Service Guarantees 456 • The Power of Service Guarantees • Howto Design Service Guarantees 456 457 Contents
• Is Full Satisfaction the Best You Can Guarantee? • Is It Always Beneficial to Introduce a Service Guarantee? Discouraging Abuse and Opportunistic Customer Behavior • Seven Types of Jaycustomers • Consequences of Dysfunctional Customer Behavior • Dealing with Customer Fraud Conclusion 458 458 459 459 465 465 468 PART V: STRIVING FOR SERVICE EXCELLENCE 476 14. Improving Service Quality and Productivity 478 Opening Vignette • Improving Service Quality in a Ferry Company 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 • How to Close Service Quality Gaps? Measuring Service Quality • Soft and Hard Service Quality Measures Learning From Customer Feedback • Key Objectives of Effective Customer Feedback System » Use a Mix of Customer Feedback Collection Tools • Analysis, Reporting, and Dissemination of Customer Feedback Hard Measures of Service Quality 'fools to Analyze and Address Service Quality Problems • Root Cause Analysis: The Fishbone Diagram • Pareto Analysis • Blueprinting — A Powerful Tool for Identifying Fail Points Return On Quality » Assess Costs and Benefits of Quality Initiatives • Determine the Optimal Level of Reliability \ · · and Measuring Productivity » Defining Productivity in a Service Context • Measuring Productivity « Service Productivity, Efficiency, and Effectiveness ί ս ու Service Productivity ։· uenenc Productivity Improvement Strategies » Customer-Driven Approaches to
Improve Productivity • How Productivity Improvements Impact Quality and Value Integration and Systematic Approaches to Improving Service Quality and Productivity • Tota! Quality Management • ISO 9000 Certification • Six Sigma • Maltmlm-Baldrige and European Foundation for Quality Management Approaches • Which Approach Should a Firm Adopt? Conclusion 15. Building a World-Class Service Organization Introduction Customer Satisfaction and Corporate Performance Customer Satisfaction and the Wallet Allocation Rule Creating a World-Class Service Organization • From Losers to Leaders: Four Levels of Service Performance • Moving to a Higher Level of Performance Cost-Effective Service Excellence • Dual Culture Strategy • Operations Management Approach • Focused Service Factory Strategy • Business Models Based on Cost-Effective Service Excellence Pathways Conclusion 479 479 480 480 482 483 483 484 486 486 487 487 489 493 494 496 496 498 499 499 500 501 501 502 502 503 503 503 505 506 508 508 508 508 510 512 513 520 521 522 523 525 525 530 531 531 537 538 539 540 Contents XI
PART VI: CASE STUDIES Case 1 Case 2 Case 3 Case 4 Case 5 Case 6 Case 7 Case 8 Case 9 Case 10 Case 11 Case 12 Case 13 Case 14 Case 15 Case Case Case Case 16 17 18 19 Sullivan Ford Auto World Dr. Beckett's Dental Office Digital Luxury Services: Tradition versus Innovation in Luxury Fashion Liber's Unintended Burdens Kiwi Experience Revenue Management at The View The Accra Beach Hotel: Block Booking of Capacity During a Peak Period Aussie Pooch Mobile Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond? Shouldice Hospital Limited (Abridged) Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence National Library Board Singapore: Delivering Cost-Effective Service Excellence Through Innovation and People Menton Bank Starbucks: Delivering Customer Service Platform versus Pipeline Business Models: Are Airbnb and Marriot Right to Move into Each Other's Turf? Dr. Mahalee Goes to London: Global Client Management The Royal Dining Membership Program Dilemma What Drives Share of Streaming Video? The Launch of HBO Max LUX*: Staging a Service Revolution in a Resort Chain Name Index Subject Index ХІІ Contents 546 548 549 550 553 559 560 564 565 566 571 580 589 590 591 606 609 610 611 624 640 654 |
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Contents About the Authors Preface Acknowledgements xiii xiv xvi PART I: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS 2 1. Creating Value in the Service Economy 4 Opening Vignette 5 • Introduction to the World of Services Marketing 5 Why Study Services? 7 Services Dominate the Global Economy • Most New Jobs are Generated by Services • Understanding Services Offers Personal Competitive Advantage ? 8 9 • What are the Principal Industries of the Service Sector? 11 • Contribution to Gross Domestic Product 11 Powerful Forces are Transforming Service Markets 12 Business-to-Business Services as a Core Engine of Economic Development 14 Outsourcing and Offshoring Often Work in Tandem 15 What are Services? 15 • • • • 16 16 18 18 The Historical View Benefits Without Ownership Defining Services Service Products versus Customer Service and After-Sales Service Four Broad Categories of Services — A Process Perspective 19 • • • • 19 20 21 22 People Processing Possession Processing Mental Stimulus Processing Information Processing Services Pose Distinct Marketing Challenges 22 The 7 Ps of Services Marketing 24 The Traditional Marketing Mix Applied to Services 24 • • • • 24 25 26 26 Product Elements Place and Time Price and Other User Outlays Promotion and Education The Extended Services Marketing Mix for Managing the Customer Interface 27 • Process • Physical Environment • People 27 28 28 Marketing Must be Integrated with Other Management Functions 28 The Service-Profit Chain 30 A Framework for Developing Effective Service Marketing Strategies 31 Conclusion 32 2. Understanding
Service Consumers 40 Opening Vignette 41 • Susan Munro, Service Consumer 41 The Three-Stage Model of Service Consumption 42 Prepurchase Stage 42 • • • • 42 42 42 52 Need Awareness Information Search Evaluation of Alternative Services Purchase Decision Service Encounter Stage 53 • Service Encounters are "Moments of Truth" • Service Encounters Range from High Contactto Low Contact • The Servuction System 53 54 55 Contents V
• Theater as Metaphor for Service Delivery • Role and Script Theories • Perceived Control Theory 57 58 60 Post-Encounter Stage 61 • Customer Satisfaction • Service Quality • Customer Loyalty 61 63 65 Conclusion 68 3. Positioning Services in Competitive Markets 77 • Positioning a Chain of Childcare Centers Away from the Competition 77 Customer-Driven Services Marketing Strategy 78 • Customer, Competitor, and Company Analysis (3 Cs) • Segmentation, Targeting, and Positioning (STP) 78 80 Segmenting Service Markets 81 • Important versus Determinant Service Attributes • Segmentation Based on Service Levels 82 83 Targeting Service Markets 84 • Achieving Competitive Advantage Through Focus 84 Principles of Positioning Services 89 Using Positioning Maps to Plot Competitive Strategy 90 • An Example of Applying Positioning Maps to the Hotel Industry • Mapping Future Scenarios to Identify Potential Competitive Responses • Positioning Charts Help Executives Visualize Strategy 90 92 94 Positioning Digital Services and Platforms 94 • Attributes of Digital Service Available for Positioning • Ecosystem Orchestration and Governance • Direct and Indirect Network Effects 94 96 96 Developing an Effective Positioning Strategy 98 Conclusion 99 PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES 4. Developing Service Products and Brands 104 106 Opening Vignette 107 Understanding Service Products 107 • What is a Service Product? • What are the Benefits of Well-Developed Service Products? • Creating Service Products 108 108 110 The Flower of Service 110 • Facilitating Supplementary Services •
Enhancing Supplementary Services • Managing the Flower of Service 111 114 118 Branding Services 119 • • • • • 119 121 123 124 125 Service Brand Architecture at the Corporate Level Branding Service Products and Experiences Branding Service Levels — Service Tiering Building Brand Equity Delivering Branded Service Experiences New Service Development 125 • A Hierarchy of New Service Categories • Design Thinking in New Service Development • Achieving Success in New Service Development 126 130 130 Conclusion 131 5. Distributing Services Through Physical and Electronic Channels 138 Opening Vignette 139 • Being Global in an Instant? . Or Does It Take Forever? 139 Distribution in a Services Context ѴІ 76 Opening Vignette 140 What is Being Distributed? 140 How Should a Service be Distributed? 140 Contents
S • Customers Visit the Service Site • Service Providers Go to Their Customers • The Service Transaction is Conducted Remotely • Channel Preferences Vary Among Customers • Channel Integration is Key Where Should a Service Facility be Located? • Strategic Location Considerations • Tactical Location Considerations • Locational Constraints • Innovative Location Strategies When Should Service be Delivered? The Role of Intermediaries • Benefits and Costs of Alternative Distribution Channels • Franchising • Other Intermediaries The Challenge of Distribution in Large Domestic Markets Distributing Services Internationally • Factors Favoring Adoption of Transnational Strategies • How Does the Nature of a Service Affect International Distribution? « Barriers to International Trade in Services • Howto Enter International Markets? Cmsciusion 142 142 143 146 147 148 148 148 149 150 151 153 153 155 157 157 158 158 161 162 164 165 Pricing and Revenue Management 172 . x Opening Vignette • Dynamic Pricing is Hereto Stay Effective Pricing is Central to Financial Success « Objectives for Establishing Prices Pricing Strategy Stands on Three Foundations • Cost-Based Pricing • Value-Based Pricing • Reducing Related Monetary and Nonmonetary Costs • Competition-Based Pricing Revenue Management: What It is and How It Works • Reserving Capacity for High-Yield Customers • How Can We Measure the Effectiveness of a Firm's Revenue Management? • How Does Competitors'Pricing Affect Revenue Management? • Price Elasticity • Designing Rate Fences Fairness and Ethical Concerns in Service Pricing » Service
Pricing is Complex » Piling on the Fees » Designing Fairness into Revenue Management Putting Service Pricing into Practice » How Much to Charge? • What Should be the Specified Basis for Pricing? • Who Should Collect Payment and Where Should Payment be Made? • When Should Payment be Made? • How Should Payment be Made? • How Should Prices be Communicated to the Target Markets? Conclusion 7. Service Marketing Communications Opening Vignette • Oscar is Having the Time of His Life Integrated Service Marketing Communications Defining the Target Audience Specifying Service Communication Objectives • Strategic Service Communication Objectives • Tactical Service Communication Objectives • Promote Tangible Cuesto Communicate Quality Crafting Effective Service Communication Messages 173 173 174 174 174 177 179 180 182 184 185 187 187 187 188 190 192 193 195 197 197 197 201 201 202 204 204 210 211 211 212 214 214 214 215 217 218 Contents VII
• Problems of Intangibility • Overcoming the Problems of Intangibility 219 220 The Service Marketing Communications Mix 223 • • • • • • 223 225 225 229 235 238 Service Communications Media and Their Effectiveness Communications Originate from Different Sources Messages Transmitted Through Traditional Marketing Channels Messages Transmitted Online Messages Transmitted Through Service Delivery Channels Messages Originating from Outside the Organization Timing Decisions of Service Marketing Communications 243 Ethical and Consumer Privacy Issues in Communications 244 The Role of Corporate Design 246 Integrated Marketing Communications 247 Conclusion 248 PART I!!: MANAGING THE CUSTOMER INTERFACE 8. Designing Service Processes 258 260 Opening Vignette 261 • Redesigning Customer Service in a Small Hospital Practice • The Redesigned Service Model 261 261 What is a Service Process? 262 Designing and Documenting Service Processes 262 Developing a Service Blueprint 265 Blueprinting the Restaurant Experience: A Three-Act Performance 266 • • • • 272 273 274 275 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 276 • Service Process Redesign Should Improve Both Quality and Productivity 277 Customer Participation in Service Processes 278 • Levels of Customer Participation • Customers as Service Co-Creators • Reducing Service Failures Caused by Customers 280 280 281 Self-Service Technologies, Service Robots, and Artificial
Intelligence 282 • • • • 283 285 285 286 Customer Benefits and Adoption of Self-Service Technology Customer Disadvantages and Barriers of Adoption of Self-Service Technology Assessing and Improving Self-Service Technologies Managing Customers' Reluctance to Change Service Robots in the Frontline 287 • Beginning of the Service Revolution • What are Service Robots and How Do They Differ from Traditional Self-Service Technologies? • What Services Will Robots Deliver? 287 288 289 Conclusion 293 9. Balancing Demand and Capacity Opening Vignette VIM 243 Budget Decisions and Program Evaluation 302 303 • Summer on the Ski Slopes 303 Fluctuations in Demand Threaten Profitability 303 • From Excess Demand to Excess Capacity • Building Blocks of Managing Capacity and Demand 303 304 Defining Productive Service Capacity 306 Managing Capacity 307 • Stretching Capacity Levels • Adjusting Capacity to Match Demand 307 308 Understand Patterns of Demand 309 Managing Demand 311 • Marketing Mix Elements Can be Used to Shape Demand Patterns 312 Inventory Demand Through Waiting Lines and Queuing Systems 314 • Waiting is a Universal Phenomenon 314 Contents
• • • • Managing Waiting Lines Different Queue Configurations Virtual Waits Queuing Systems Can be Tailored to Market Segments 315 315 318 319 Customer Perceptions of Waiting Time 319 • The Psychology of Waiting Time 319 Inventory Demand Through Reservation Systems 321 • Reservation Strategies Should Focus on Yield 322 Create Alternative Use for Otherwise Wasted Capacity 323 Conclusion 323 10. Crafting the Service Environment Opening Vignette 328 329 • The Guggenheim Museum in Bilbao 329 Service Environments — An Important Element of the Services Marketing Mix 330 What is the Purpose of Service Environments? 330 • • • • 330 330 333 334 Shape Customers' Service Experiences and Behaviors Signal Quality and Position, Differentiate, and Strengthen the Brand Core Component of the Value Proposition Facilitate the Service Encounter and Enhance Productivity The Theory Behind Consumer Responses to Service Environments 335 • Feelings are a Key Driver of Customer Responses to Service Environments • The Servicescape Model — An Integrative Framework 335 337 Dimensions of the Service Environment 338 • • • • • • • 339 339 341 342 345 345 347 The Effect of Ambient Conditions Music Scent Color Spatial Layout and Functionality Signs, Symbols, and Artifacts People are Part of the Service Environment Too Putting It All Together 348 • Design with a Holistic View • Design from a Customer's Perspective • Tools to Guide Servicescape Design 348 350 352 Conclusion 352 11. Managing People for Service Advantage 358 Opening Vignette 359 • Cora Griffith — The Outstanding Waitress 359 Service Employees
are Extremely Important 36Q • Service Personnel as a Source of Customer Loyalty and Competitive Advantage • The Frontline in Low-Contact Services 360 362 Frontline Work is Difficult and Stressful 363 • • • • 363 364 365 366 Service Jobs are Boundary Spanning Positions Sources of Role Conflict and Role Stress Emotional Labor Service Sweatshops? Cycles of Failure, Mediocrity, and Success 368 • The Cycle of Failure • The Cycle of Mediocrity • The Cycle of Success 368 371 372 Human Resources Management — How to Get It Right? 373 • • • • • • • • • 374 375 379 382 382 384 387 388 390 Hire the Right People Tools to Identify the Best Candidates Train Service Employees Actively Internal Communications to Shape the Service Culture and Behaviors Empower the Frontline Build High-Performance Service-Delivery Teams Integrate Teams Across Departments and Functional Areas Motivate and Energize People The Role of Labor Unions Contents IX
Service Culture, Climate, and Leadership • • • • • Building a Service-Oriented Culture A Climate for Service Qualities of Effective Leaders in Service Organizations Leadership Styles, Focus on the Basics, and Role Modeling Focusing the Entire Organization on the Frontline Conclusion 391 391 391 392 392 393 395 PART IV: DEVELOPING CUSTOMER RELATIONSHIPS 404 12, Managing Relationships and Building Loyalty 406 Opening Vignette 407 • Caesars Entertainment's Customer Relationship Management 407 The Search for Customer Loyalty 407 • • • • • 409 411 412 413 413 Why is Customer Loyalty so Important to a Firm's Profitability? Assessing the Value of a Loyal Customer Worksheet for Calculating Customer Lifetime Value The Gap Between Actual and Potential Customer Value Why are Customers Loyal? The Wheel of Loyalty 414 • • • • 414 416 418 420 Target the Right Customers Search for Value, Not Just Volume Manage the Customer Base Through Effective Tiering of Service Customer Satisfaction and Service Quality are Prerequisites for Loyalty Strategies for Developing Loyalty Bonds with Customers 421 • Deepen the Relationship • Encourage Loyalty Through Financial and Nonfinancial Rewards • Build Higher-Level Bonds 422 422 425 Strategies for Reducing Customer Switching 427 • • • • 427 427 428 428 Analyze Customer Switching and Monitor Declining Accounts Address Key Churn Drivers Implement Effective Complaint Handling and Service Recovery Procedures Increase Switching Costs Enablers of Customer Loyalty Strategies 429 • Customer Loyalty in a Transactional Marketing Context • Relationship Marketing •
Creating "Membership-Type" Relationships as Enablers for Loyalty Strategies 429 429 429 Customer Relationship Management 431 • • • • 431 432 434 435 Common Objectives of CRM Systems What Does a Comprehensive CRM Strategy Include? Common Failures in CRM Implementation Howto Get a CRM Implementation Right Conclusion 13. Complaint Handling and Service Recovery X 414 Building a Foundation for Loyalty 435 442 Opening Vignette 443 • Too Little, Too Late — Jet Blue's Service Recovery 443 Customer Complaining Behavior 444 • Customer Response Options to Service Failure • Understanding Customer Complaining Behavior • What Do Customers Expect Once They Have Made a Complaint? 444 446 448 Customer Responses to Effective Service Recovery 448 • Impact of Effective Service Recovery on Customer Loyalty • The Service Recovery Paradox 449 449 Principles of Effective Service Recovery Systems 450 • • • • 450 451 452 453 Make It Easy for Customers to Give Feedback Enable Effective Service Recovery How Generous Should Compensation be? Dealing with Complaining Customers Service Guarantees 456 • The Power of Service Guarantees • Howto Design Service Guarantees 456 457 Contents
• Is Full Satisfaction the Best You Can Guarantee? • Is It Always Beneficial to Introduce a Service Guarantee? Discouraging Abuse and Opportunistic Customer Behavior • Seven Types of Jaycustomers • Consequences of Dysfunctional Customer Behavior • Dealing with Customer Fraud Conclusion 458 458 459 459 465 465 468 PART V: STRIVING FOR SERVICE EXCELLENCE 476 14. Improving Service Quality and Productivity 478 Opening Vignette • Improving Service Quality in a Ferry Company 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 • How to Close Service Quality Gaps? Measuring Service Quality • Soft and Hard Service Quality Measures Learning From Customer Feedback • Key Objectives of Effective Customer Feedback System » Use a Mix of Customer Feedback Collection Tools • Analysis, Reporting, and Dissemination of Customer Feedback Hard Measures of Service Quality 'fools to Analyze and Address Service Quality Problems • Root Cause Analysis: The Fishbone Diagram • Pareto Analysis • Blueprinting — A Powerful Tool for Identifying Fail Points Return On Quality » Assess Costs and Benefits of Quality Initiatives • Determine the Optimal Level of Reliability \ · · and Measuring Productivity » Defining Productivity in a Service Context • Measuring Productivity « Service Productivity, Efficiency, and Effectiveness ί ս ու Service Productivity ։· uenenc Productivity Improvement Strategies » Customer-Driven Approaches to
Improve Productivity • How Productivity Improvements Impact Quality and Value Integration and Systematic Approaches to Improving Service Quality and Productivity • Tota! Quality Management • ISO 9000 Certification • Six Sigma • Maltmlm-Baldrige and European Foundation for Quality Management Approaches • Which Approach Should a Firm Adopt? Conclusion 15. Building a World-Class Service Organization Introduction Customer Satisfaction and Corporate Performance Customer Satisfaction and the Wallet Allocation Rule Creating a World-Class Service Organization • From Losers to Leaders: Four Levels of Service Performance • Moving to a Higher Level of Performance Cost-Effective Service Excellence • Dual Culture Strategy • Operations Management Approach • Focused Service Factory Strategy • Business Models Based on Cost-Effective Service Excellence Pathways Conclusion 479 479 480 480 482 483 483 484 486 486 487 487 489 493 494 496 496 498 499 499 500 501 501 502 502 503 503 503 505 506 508 508 508 508 510 512 513 520 521 522 523 525 525 530 531 531 537 538 539 540 Contents XI
PART VI: CASE STUDIES Case 1 Case 2 Case 3 Case 4 Case 5 Case 6 Case 7 Case 8 Case 9 Case 10 Case 11 Case 12 Case 13 Case 14 Case 15 Case Case Case Case 16 17 18 19 Sullivan Ford Auto World Dr. Beckett's Dental Office Digital Luxury Services: Tradition versus Innovation in Luxury Fashion Liber's Unintended Burdens Kiwi Experience Revenue Management at The View The Accra Beach Hotel: Block Booking of Capacity During a Peak Period Aussie Pooch Mobile Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond? Shouldice Hospital Limited (Abridged) Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence National Library Board Singapore: Delivering Cost-Effective Service Excellence Through Innovation and People Menton Bank Starbucks: Delivering Customer Service Platform versus Pipeline Business Models: Are Airbnb and Marriot Right to Move into Each Other's Turf? Dr. Mahalee Goes to London: Global Client Management The Royal Dining Membership Program Dilemma What Drives Share of Streaming Video? The Launch of HBO Max LUX*: Staging a Service Revolution in a Resort Chain Name Index Subject Index ХІІ Contents 546 548 549 550 553 559 560 564 565 566 571 580 589 590 591 606 609 610 611 624 640 654 |
| any_adam_object | 1 |
| any_adam_object_boolean | 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 | BV047649545 |
| classification_rvk | QQ 250 QR 560 QP 600 |
| ctrlnum | (OCoLC)1258361109 (DE-599)BVBBV047649545 |
| 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 |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Ninth edition |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV047649545 |
| illustrated | Illustrated |
| index_date | 2024-07-03T18:49:40Z |
| indexdate | 2024-09-21T04:01:21Z |
| institution | BVB |
| isbn | 9781944659790 9781944659820 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033033635 |
| oclc_num | 1258361109 |
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| physical | xvii, 665 Seiten Illustrationen, Diagramme |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
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| spellingShingle | Wirtz, Jochen Lovelock, Christopher H. 1940-2008 Services marketing people, technology, strategy Marketing (DE-588)4037589-4 gnd Markterschließung (DE-588)4114519-7 gnd Marketing-Mix (DE-588)4168908-2 gnd Marktsegmentierung (DE-588)4037644-8 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistungssektor (DE-588)4012183-5 gnd Dienstleistung (DE-588)4012178-1 gnd |
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| title | Services marketing people, technology, strategy |
| title_auth | Services marketing people, technology, strategy |
| title_exact_search | Services marketing people, technology, strategy |
| title_exact_search_txtP | 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 | Marketing (DE-588)4037589-4 gnd Markterschließung (DE-588)4114519-7 gnd Marketing-Mix (DE-588)4168908-2 gnd Marktsegmentierung (DE-588)4037644-8 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistungssektor (DE-588)4012183-5 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | Marketing Markterschließung Marketing-Mix Marktsegmentierung Dienstleistungsbetrieb Dienstleistungssektor Dienstleistung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033033635&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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Inhaltsverzeichnis
THWS Schweinfurt Zentralbibliothek Lesesaal
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2000 QQ 250 W799(9) |
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| Exemplar 1 | ausleihbar Verfügbar Bestellen |
| Exemplar 2 | ausleihbar Verfügbar Bestellen |