Efnisyfirlit

• Table of Contents and Preface
  • Cover Page
  • Title Page
  • Copyright Page
  • Dedication
  • About the Authors
  • Preface
  • Acknowledgments
  • Connect
  • Brief Contents
  • Detailed Contents
  • List of Boxes
• Chapter One: Introduction to Services
  • Part One: Foundations for Service Marketing
  • Chapter One: Introduction
  • What are Services?
    • Service Industries, Service as a Product, Customer Service, and Derived Service
    • Tangibility Spectrum
    • Trends in the Service Sector
  • Why Service Marketing?
    • Service-Based Economies
    • Service as a Business Imperative in Goods-Focused Businesses
    • Deregulated Industries and Professional Service Needs
    • Service Marketing Is Different
    • Service Equals Profits
    • But “Service Stinks”
  • Service and Technology
    • Technology-Based Service Offerings
    • New Ways to Deliver Service
    • Enabling Both Customers and Employees
    • Extending the Global Reach of Services
    • The Internet Is a Service
    • The Paradoxes and Dark Side of Technology and Service
  • Characteristics of Services
    • Intangibility
    • Heterogeneity
    • Simultaneous Production and Consumption
    • Perishability
    • Search, Experience, and Credence Qualities
    • Challenges for Service Marketers
  • Service Marketing Mix
    • Traditional Marketing Mix - the 4 Ps
    • Expanded Marketing Mix for Services - the 7 Ps
  • Staying Focused on the Customer
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Two: Conceptual Framework of the Book: The Gaps Model of Service Quality
  • Chapter Two: Introduction
  • The Customer Gap
  • The Provider Gaps
    • Provider Gap 1: the Listening Gap
    • Provider Gap 2: the Service Design and Standards Gap
    • Provider Gap 3: the Service Performance Gap
    • Provider Gap 4: the Communication Gap
  • Putting It All Together: Closing the Gaps
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Three: Customer Expectations of Service
  • Part Two: Focus on the Customer
  • Chapter Three: Introduction
  • Service Expectations
    • Types of Expectations
    • The Zone of Tolerance
  • Factors that Influence Customer Expectations of Service
    • Sources of Desired Service Expectations
    • Sources of Adequate Service Expectations
    • Sources of Both Desired and Predicted Service Expectations
  • Issues Involving Customers’ Service Expectations
    • What Does a Service Marketer Do if Customer Expectations Are “Unrealistic”?
    • Should a Company Try to Delight the Customer?
    • How Does a Company Exceed Customer Service Expectations?
    • Do Customers’ Service Expectations Continually Escalate?
    • How Does a Service Company Stay Ahead of Competition in Meeting Customer Expectations?
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Four: Customer Perceptions of Service
  • Chapter Four: Introduction
  • Customer Perceptions
    • Satisfaction versus Service Quality
    • Transaction-specific versus Cumulative Customer Perceptions
  • Customer Satisfaction
    • What Is Customer Satisfaction?
    • What Determines Customer Satisfaction?
    • National Customer Satisfaction Indexes
    • The American Customer Satisfaction Index
    • Outcomes of Customer Satisfaction
  • Service Quality
    • Service Quality Dimensions
    • E-Service Quality
  • Service Encounters: The Building Blocks for Customer Perceptions
    • Service Encounters or Moments of Truth
    • The Importance of Service Encounters
    • Types of Service Encounters
    • Sources of Pleasure and Displeasure in Service Encounters
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Five: Listening to Customers through Research
  • Part Three: Understanding Customer Requirements
  • Chapter Five: Introduction
  • Using Customer Research to Understand Customer Expectations
    • Research Objectives for Services
    • Criteria for an Effective Service Research Program
  • Elements in an Effective Service Marketing Research Program
    • Complaint Solicitation
    • Critical Incident Studies
    • Requirements Research
    • Relationship and SERVQUAL Surveys
    • Trailer Calls or Posttransaction Surveys
    • Service Expectation Meetings and Reviews
    • Process Checkpoint Evaluations
    • Market-Oriented Ethnography
    • Mystery Shopping
    • Customer Panels
    • Lost Customer Research
    • Future Expectations Research
  • Analyzing and Interpreting Customer Research Findings
    • Customer Journey and Experience Maps to Depict Research Insights
    • Importance/Performance Matrices
  • Using Marketing Research Information
  • Upward Communication
    • Objectives for Upward Communication
    • Research for Upward Communication
    • Benefits of Upward Communication
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Six: Managing Customer Relationships
  • Chapter Six: Introduction
  • Relationship Marketing
    • The Evolution of Customer Relationships
    • The Goal of Relationship Marketing
    • Benefits for Customers and Firms
  • Relationship Value of Customers
  • Customer Profitability Segments
    • Profitability Tiers—the Customer Pyramid
    • The Customer’s View of Profitability Tiers
    • Making Business Decisions Using Profitability Tiers
  • Relationship Development Strategies
    • Overall Evaluation of the Core Service
    • Switching Barriers as Drivers of Customer Loyalty
    • Relationship Bonds as Drivers of Customer Loyalty
  • Relationship Challenges
    • The Customer Is Not Always Right
    • Ending Business Relationships
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Seven: Service Recovery
  • Chapter Seven: Introduction
  • The Impact of Service Failure and Recovery
    • Service Recovery Effects
  • How Customers Respond to Service Failures
    • Why People Do (and Do Not) Complain
    • Types of Customer Complaint Actions
  • Service Recovery Strategies: (1) Fix the Customer
    • Respond Quickly
    • Provide Appropriate Communication
    • Treat Customers Fairly
    • Cultivate Relationships with Customers
  • Service Recovery Strategies: (2) Fix the (Underlying) Problem(s)
    • Encourage and Track Complaints
    • Learn from Recovery Experiences
    • Learn from Lost Customers
    • Make the Service Fail-Safe—Do It Right the First Time!
  • Service Recovery Strategies: (3) Offer A Service Guarantee
    • Characteristics of Effective Guarantees
    • Types of Service Guarantees
    • Benefits of Service Guarantees
    • When to Use (or Not Use) a Guarantee
  • Switching versus Staying Following Service Recovery
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Eight: Service Innovation and Design
  • Part Four: Aligning Service Design and Standards
  • Chapter Eight: Introduction
  • Challenges of Service Innovation and Design
  • Important Considerations for Service Innovation
    • Involve Customers and Employees
    • Employ Service Design Thinking and Techniques
  • Types of Service Innovation
    • Service Offering Innovation
    • Innovating around Customer Roles
    • Innovation through Service Solutions
    • Service Innovation through Interconnected Products
  • Stages in Service Innovation and Development
    • Phase 1: Front-End Planning
    • Phase 2: Implementation
  • Service Blueprinting: A Technique for Service Innovation and Design
    • What Is a Service Blueprint?
    • Blueprint Components
    • Service Blueprint Examples
    • Blueprints for Technology-Delivered Self-Service
    • Reading and Using Service Blueprints
    • Building a Blueprint
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Nine: Customer-Defined Service Standards
  • Chapter Nine: Introduction
  • Factors Necessary for Appropriate Service Standards
    • Standardization of Service Behaviors and Actions
    • Formal Service Targets and Goals
    • Customer-, Not Company-, Defined Standards
  • Types of Customer-Defined Service Standards
    • Hard Customer-Defined Standards
    • Soft Customer-Defined Standards
    • One-Time Fixes
  • Development of Customer-Defined Service Standards
    • Turning Customer Requirements into Specific Behaviors and Actions
    • Developing Service Performance Indexes
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Ten: Physical Evidence and the Servicescape
  • Chapter Ten: Introduction
  • Physical Evidence
    • What Is Physical Evidence?
    • How Does Physical Evidence Affect the Customer Experience?
  • Types of Servicescapes
    • Dimension 1: Servicescape Usage
    • Dimension 2: Servicescape Complexity
  • Strategic Roles of the Servicescape
    • Package
    • Facilitator
    • Socializer
    • Differentiator
  • Framework for Understanding Servicescape Effects on Behavior
    • The Underlying Framework
    • Behaviors in the Servicescape
    • Internal Responses to the Servicescape
    • Environmental Dimensions of the Servicescape
  • Guidelines for Physical Evidence Strategy
    • Recognize the Strategic Impact of Physical Evidence
    • Blueprint the Physical Evidence of Service
    • Clarify Strategic Roles of the Servicescape
    • Assess and Identify Physical Evidence Opportunities
    • Update and Modernize the Evidence
    • Work Cross-Functionally
    • Consider Implications of the COVID-19 Pandemic
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Eleven: Employees’ Roles in Service
  • Part Five: Delivering and Performing Service
  • Chapter Eleven: Introduction
  • Service Culture
    • Exhibiting Service Leadership
    • Developing a Service Culture
    • Transporting a Service Culture
  • The Critical role of Service Employees
    • Service Employees and the Service Marketing Triangle
    • Employee Satisfaction Is Linked to Customer Satisfaction and Profits
    • The Effect of Employee Behaviors on Service Quality Dimensions
  • Boundary-Spanning Roles
    • Emotional Labor
    • Sources of Conflict in Boundary Spanning Roles
    • Quality/Productivity Trade-Offs
  • Strategies for Delivering Service Quality through People
    • (1)Hire the Right People
    • (2) Develop People to Deliver Service Quality
    • (3) Provide Needed Support Systems
    • (4) Retain the Best People
  • Customer-Oriented Service Delivery
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Twelve: Customers’ Roles in Service
  • Chapter Twelve: Introduction
  • The Importance of Customers in Service Cocreation
    • Customers Themselves
    • Fellow Customers
  • Customers’ Roles
    • Customers as Productive Resources
    • Customers as Contributors to Quality, Satisfaction, and Value
    • Customers as Competitors
  • Self-Service Technologies—The Ultimate Customer Participation
    • A Proliferation of SSTs
    • Customer Usage of SSTs
    • Success with SSTs
  • Strategies for Enhancing Customer Participation
    • Define Customers’ Roles
    • Recruit, Educate, and Reward Customers
    • Compatibility Management: Managing the Customer Mix
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Thirteen: Managing Demand and Capacity
  • Chapter Thirteen: Introduction
  • The Underlying Issue: Lack of Inventory Capability
  • Capacity Constraints
    • Time, Labor, Equipment, and Facilities
    • Optimal versus Maximum Use of Capacity
  • Demand Patterns
    • The Charting of Demand Patterns
    • Predictable Cycles
    • Random Demand Fluctuations
    • Demand Patterns by Market Segment
  • Strategies for Matching Capacity and Demand
    • Strategy 1: Shifting Demand to Match Capacity
    • Strategy 2: Adjusting Capacity to Meet Demand
    • Combining Demand and Capacity Strategies
  • Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation, and Financial Return
    • Implementing a Yield Management System
    • Challenges and Risks in Using Yield Management
  • Waiting Line Strategies: When Demand and Capacity cannot be Matched
    • Employ Operational Logic
    • Establish a Reservation Process
    • Differentiate Waiting Customers
    • Make Waiting More Pleasurable
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Fourteen: Integrated Service Marketing Communications
  • Part Six: Managing Service Promises
  • Chapter Fourteen: Introduction
  • The Need for Coordination in Marketing Communication
  • Key Service Communication Challenges
    • Challenge #1: Addressing Service Intangibility
    • Challenge #2: Managing Service Promises
    • Challenge #3: Managing Customer Expectations
    • Challenge #4: Managing Customer Education
    • Challenge #5: Managing Internal Marketing Communication
  • Five Categories of Strategies to Match Service Promises with Delivery
    • Strategies to Address Service Intangibility
    • Strategies to Manage Service Promises
    • Strategies to Manage Customer Expectations
    • Strategies to Manage Customer Education
    • Strategies to Manage Internal Marketing Communication
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Fifteen: Pricing of Services
  • Chapter Fifteen: Introduction
  • Three Key Ways that Service Prices are Different for Customers
    • Customer Knowledge of Service Prices
    • The Role of Nonmonetary Costs
    • Price as an Indicator of Service Quality
  • Approaches to Pricing Services
    • Cost-Based Pricing
    • Competition-Based Pricing
    • Demand-Based Pricing
  • Pricing Strategies that Link to the Four Value Definitions
    • Pricing Strategies When the Customer Means “Value Is Low Price”
    • Pricing Strategies When the Customer Means “Value Is Everything I Want in a Service”
    • Pricing Strategies When the Customer Means “Value Is the Quality I Get for the Price I Pay”
    • Pricing Strategies When the Customer Means “Value Is All That I Get for All That I Give”
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Sixteen: Artificial Intelligence and Robotics in Service
  • Part Seven: Service Trends: AI, Robotics, and the Bottom Line
  • Chapter Sixteen: Introduction
  • Fundamental Types of AI in the Service Process: Mechanical, Thinking, and Feeling AI
    • Leveraging Mechanical AI for Service Delivery
    • Leveraging Thinking AI for Service Creation
    • Leveraging Feeling AI for Service Interactions
  • Types of AI-Enabled Service Encounters
  • Incorporating Robotics into Customer Service
    • Employee and Firm Characteristics
    • Robot Characteristics
    • The Nature of Human–Robot Interactions
    • Customer Characteristics and Their Acceptance of Robots
  • Service Robotics and the Gaps Model of Service Quality
  • Monitoring Potentially Detrimental Consequences of AI in Service
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Chapter Seventeen: The Financial and Economic Impact of Service
  • Chapter Seventeen: Introduction
  • Service and Profitability: The Direct Relationship
  • Offensive Marketing Effects of Service: Attracting More and Better Customers
  • Defensive Marketing Effects of Service: Customer Retention
    • Lower Costs
    • Volume of Purchases
    • Price Premium
    • Word-of-Mouth Communication
  • Customer Perceptions of Service Quality and Purchase Intentions
  • The Key Drivers of Service Quality, Customer Retention, and Profits
    • Effective Nonfinancial Performance Measurements
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
• Index
  • Index
• Accessibility Content: Text Alternatives for Images
  • A Page 1 Shows the Features Text Alternative (FM)
  • A Page 2 Shows the Features Text Alternative (FM)
  • Figure 1.1 Text Alternative (Chapter 1)
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  • Figure 2.2 Text Alternative (Chapter 2)
  • A Sample of IKEA's Report Text Alternative (Chapter 2)
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  • A Bar Graph Shows the Percentage Text Alternative (Chapter 3)
  • Figure 3.3 Text Alternative (Chapter 3)
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  • Figure 3.6 Text Alternative (Chapter 3)
  • A Customer Promise Text Alternative (Chapter 3)
  • Illustration Shows the Composition Text Alternative (Chapter 3)
  • Figure 3.7 Text Alternative (Chapter 3)
  • Figure 4.1 Text Alternative (Chapter 4)
  • A Line Graph Shows Text Alternative (Chapter 4)
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  • A Flowchart Illustrates Text Alternative (Chapter 5)
  • Figure 5.1 Text Alternative (Chapter 5)
  • Illustration Shows the Various Types Text Alternative (Chapter 5)
  • Figure 5.2 Text Alternative (Chapter 5)
  • Figure 5.3 Text Alternative (Chapter 5)
  • A mission statement with the guiding philosophy, purpose and the mission, from the Massey Services Text Alternative (Chapter 6)
  • Figure 6.1 Text Alternative (Chapter 6)
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  • Screengrab Shows Website Text Alternative (Chapter 6)
  • Figure 7.1 Text Alternative (Chapter 7)
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  • Figure I Text Alternative (Chapter 7)
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  • A Flowchart Illustrates Text Alternative (Chapter 8)
  • A List of Top 10 High Income Text Alternative (Chapter 8)
  • Mark Zuckerberg Explains the Development Text Alternative (Chapter 8)
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  • Illustration Shows the 4 Principles Text Alternative (Chapter 9)
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  • Figure 10.1 Text Alternative (Chapter 10)
  • A Flowchart Illustrates the Customer Gap Text Alternative (Chapter 11)
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  • Figure 12.1 Text Alternative (Chapter 12)
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  • A Screengrab of a Webpage Text Alternative (Chapter 12)
  • A Poster from WW Studio Text Alternative (Chapter 12)
  • A Top View of the Luxurious Phoenician Hotel Text Alternative (Chapter 13)
  • Figure 13.1 Text Alternative (Chapter 13)
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  • A Flowchart Illustrates the Customer Gap Text Alternative (Chapter 14)
  • A Poster on Transfarency Text Alternative (Chapter 14)
  • An ALDI Supermarket's Promotional Social Media Blog Post Text Alternative (Chapter 14)
  • Figure 14.1 Text Alternative (Chapter 14)
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  • An Advertisement from American Express Text Alternative (Chapter 14)
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  • Figure 15.1 Text Alternative (Chapter 15)
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  • A Chart Lists the Percentage Text Alternative (Chapter 15)
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  • Figure 16.1 Text Alternative (Chapter 16)
  • AI Supported Illustration Shows Graphic Shows Text Alternative (Chapter 16)
  • AI Augmented Illustration Shows Text Alternative (Chapter 16)
  • AI Performed Illustration Shows Text Alternative (Chapter 16)
  • Figure 16.3 Text Alternative (Chapter 16)
  • A Horizontal Bar Chart Text Alternative (Chapter 16)
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  • A Hierarchical Flow Chart Text Alternative (Chapter 16)
  • A Bar Graph Illustrates Text Alternative (Chapter 17)
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  • A Rating Card Marks Text Alternative (Chapter 17)
  • Two Horizontal Bar Charts Text Alternative (Chapter 17)
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  • A Flowchart Explains Text Alternative (Chapter 17)
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  • A World Map Shows Different Countries Text Alternative (Chapter 17)

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