Efnisyfirlit

• Cover
• Halftitle
• Title
• Copyright
• Brief Table of Contents
• Detailed Table of Contents
• About the authors
• Preface
• Acknowledgements
• Guided tour
• Technology to enhance learning and teaching: Connect
• PART 1: Foundations for services marketing
  • Chapter 1: Introduction to services
    • What are services?
    • Service contexts
    • Service dominant logic
    • Technology and evolution of services
    • Why services marketing?
    • Characteristics of services impacting on marketing activities
    • Services marketing mix
    • Staying focused on the customer
  • Chapter 2: Conceptual framework of the book: the gaps model of service quality
    • The customer gap
    • The provider gaps
    • Putting it all together: closing the gaps
• PART 2: Focus on the customer
  • Chapter 3: Consumer behaviour in services
    • Search, experience and credence properties
    • Consumer choice of service
    • Consumer experience during service delivery
    • Post-experience evaluation
    • Understanding differences among consumers
  • Chapter 4: Customer expectations of service
    • Importance of customer expectations
    • Meaning and types of service expectations
    • Factors that influence customer expectations of service
    • Issues involving the management of customer service expectations
  • Chapter 5: Customer perceptions of service
    • Customer perceptions
    • Customer satisfaction
    • Ensuring high customer satisfaction
    • Service quality
    • Service encounters: the building blocks for customer perceptions
    • The evidence of service
• PART 3: Understanding customer requirements
  • Chapter 6: Listening to customers
    • Customer databases and big data analytics
    • Monitoring user-generated content and netnography
    • Using marketing research to understand customer expectations
    • Elements in an effective services marketing research programme
    • Analysing and interpreting marketing research findings
    • Using marketing research information
    • Ethics in marketing research
    • Upward communication through employees
  • Chapter 7: Building customer relationships
    • Relationship marketing
    • Relationship value of customers
    • Customer profitability segments
    • Relationship development strategies
    • Relationship challenges
• PART 4: Aligning service design and standards
  • Chapter 8: Service innovation and design
    • Challenges of service innovation policy
    • New service development processes
    • Types of new services
    • Service innovation through the Internet of Things
    • Stages in service innovation and development
    • Service blueprinting
    • High-performance service innovations
  • Chapter 9: Customer-defined service standards
    • Factors necessary for appropriate service standards
    • Types of customer-defined service standards
    • Development of customer-defined service standards
  • Chapter 10: The physical and virtual servicescape
    • Physical and virtual evidence
    • Typology of servicescapes
    • Strategic roles of the servicescape
    • Framework for understanding servicescape effects on behaviour
    • Guidelines for physical evidence strategy
• PART 5: Delivering and performing service
  • Chapter 11: Employees’ roles in service delivery
    • Service culture
    • The critical importance of service employees
    • Boundary-spanning roles
    • Strategies for delivering service quality through people
    • Customer-oriented service delivery
  • Chapter 12: Customers’ roles in service delivery
    • The importance of customers in service co-creation and delivery
    • Customers’ roles
    • Self-service technologies – the ultimate in customer participation
    • Strategies for enhancing customer participation
  • Chapter 13: Delivering service through electronic channels and intermediaries
    • Multi-channel versus omni-channel delivery
    • Delivering service through electronic channels
    • Delivering service through mobile channels
    • Other forms of service distribution
    • Direct or company-owned channels
    • Franchising
    • Agents and brokers
    • Common issues involving intermediaries
    • Strategies for effective service delivery through intermediaries
  • Chapter 14: Managing demand and capacity
    • The underlying issue: lack of inventory capability
    • Capacity constraints
    • Demand patterns
    • Strategies for matching capacity and demand
    • Revenue management
    • Queuing strategies: when demand and capacity cannot be matched
  • Chapter 15: Service recovery
    • The impact of service failure and recovery
    • How customers respond to service failures
    • Customers’ recovery expectations
    • Cultural differences in customers’ recovery expectations
    • Switching versus loyalty following service recovery
    • Service recovery strategies
    • Service guarantees
• PART 6: Managing service promises
  • Chapter 16: Managing external and internal communications
    • The need for coordination in online and offline marketing communication channels
    • Key service communication challenges
    • Five categories of strategy to overcome communication challenges
  • Chapter 17: Pricing of services
    • Three key ways that service prices are different for consumers
    • Approaches to pricing services
    • Dynamic pricing
    • Adapting the price
• PART 7: Service and the bottom line
  • Chapter 18: The financial impact of 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
    • The key drivers of service quality, customer retention and profits
    • Customer equity and return on marketing
    • Company performance measurement: the balanced performance scorecard
• Case Section
  • 1 CitizenM: redesigning consumers’ hotel experiences
  • 2 Amazon: delivering service through electronic channels and intermediaries
  • 3 The John Lewis and Partners customer experience
  • 4 McDonald’s: designing services processes and innovations
  • 5 Music festivals and the price of live performances
  • 6 Marriott International: opportunity window for customer experience
  • 7 Turkish Airlines: enhancing the customer experience
  • 8 Starbucks: key elements of the ‘starbucks experience’
• Endnotes
• Index

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