Amazon no longer offers textbook rentals. We do!

Services Marketing Concepts, Strategies, & Cases

by: Hoffman, K. Douglas; Bateson, John E.G.

Services Marketing Concepts, Strategies, & Cases

by: Hoffman, K. Douglas; Bateson, John E.G.

ISBN 13:
9780324319965
ISBN 10:
0324319967
Edition: 3rd
Format: Hardcover
Copyright: 12/16/2005
Publisher: South-Western College Pub
Newer Edition

Rent

Sorry, this item is currently unavailable.

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Extend or Purchase Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Summary

Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services, technology, and global services ensures you'll be ready for that first job after college.

Preface

PART 1 An Overview of Services Marketing

(130)

An Introduction to Services

(24)

What Is a Service?

(3)

Framing the Service Experience: The Servuction Model

(5)

Why Study Services?

(4)

The Services Revolution: A Change In Perspective

(6)

Summary

(3)

Fundamental Differences Between Goods and Services

(29)

Intangibility: The Mother Of All Unique Differences

(4)

Inseparability

(9)

Heterogeneity

(3)

Perishability

(8)

Summary

(3)

An Overview of the Services Sector

(25)

What Is The Service Economy?

(7)

Service Classification Schemes: What Can Service Industries Learn From One Another?

(4)

Service Economy Growth: Key Influences and Concerns

(7)

Predicted Keys of Success Within The Service Sector

(2)

Summary

(3)

The Consumer Decision Process in Services Marketing

(25)

The Consumer Decision Process: An Overview

(9)

Special Considerations Pertaining to Services

(11)

Summary

102

(3)

Ethical Issues in Services Marketing

105

(26)

What Are Ethics?

107

(2)

The Opportunity For Ethical Misconduct In Services Marketing

109

(4)

Methods For Ethical Decision Making

113

(2)

Issues That Create Ethical Conflict

115

(4)

Factors That Influence Ethical Decision Making

119

(5)

The Effects of Ethical Misconduct

124

(1)

Controlling Ethical Decision Making

125

(2)

Summary

127

(4)

PART 2 Service Strategy: Managing the Service Experience

131

(168)

Service Delivery Process

132

(33)

Stages of Operational Competitiveness

135

(1)

Marketing And Operations: Balance Is Critical

136

(5)

In A Perfect World, Service Firms Would Be Efficient

141

(2)

Applying The Efficiency Models To Service Firms

143

(7)

The Art Of Blueprinting

150

(12)

Summary

162

(3)

The Pricing of Services

165

(27)

Perception Of Value

168

(1)

Special Considerations Of Service Pricing

169

(17)

Emerging Service Pricing Strategies

186

(3)

Summary

189

(3)

Developing the Service Communications Mix

192

(30)

Developing A Communications Strategies: The Basics

194

(9)

The Communications Mix As It Relates To Consumer Behavior Considerations

203

(3)

Special Problems Of The Service Communications Mix

206

(4)

General Guidelines For Developing Service Communications

210

(4)

Special Considerations Of Professional Service Providers

214

(2)

Communications Tips For Professionals

216

(4)

Summary

220

(2)

Managing the Firm's Physical Evidence

222

(29)

The Strategic Role Of Physical Evidence

225

(6)

The Development of Servicescapes

231

(7)

Specific Tactics For Creating Service Atmospheres

238

(8)

Design Considerations For High-Versus Low-Customer-Contact Service Firms

246

(2)

Summary

248

(3)

People Issues: Managing Service Employees

251

(25)

The Importance Of Service Personnel

254

(2)

Service Personnel As Boundary Spanners

256

(6)

The Importance of Human Resources For Service Firms

262

(8)

Pulling It All Together

270

(2)

Summary

272

(4)

People Issues: Managing Service Customers

276

(23)

Managing Customer Participation

278

(4)

Managing Consumer Waits

282

(4)

Managing Uncooperative Customers

286

(5)

Customer Relationship Management--An Introduction

291

(4)

Summary

295

(4)

PART 3 Assessing and Improving Service Delivery

299

(146)

Defining and Measuring Customer Satisfaction

300

(30)

The Importance Of Customer Satisfaction

303

(1)

What Is Customer Satisfaction / Dissatisfaction

304

(2)

The Benefits Of Customer Satisfaction

306

(1)

Measuring Customer Satisfaction

307

(2)

Understanding Customer Satisfaction Ratings

309

(5)

Are Customer Satisfaction Surveys Worth It?

314

(1)

Customer Satisfaction: How Good Is Good Enough?

315

(2)

Does Customer Satisfaction Translate Into Customer Retention?

317

(3)

Customer Satisfaction: A Closer Look

320

(7)

Summary

327

(3)

Defining and Measuring Service Quality

330

(29)

What Is Service Quality?

333

(1)

The Difference In Quality Perspectives Between Goods And Services

333

(1)

Diagnosing Failure Gaps In Service Quality

334

(7)

Measuring Service Quality: Servqual

341

(7)

Servqual: Some Final Thoughts

348

(1)

Service Quality Information Systems

349

(7)

Summary

356

(3)

Service Failures and Recovery Strategies

359

(29)

Types of Service Failures

361

(5)

Customer Complaining Behavior

366

(4)

The Art Of Service Recovery

370

(3)

Evaluating Recovery Efforts: Perceived Justice

373

(1)

Service Failure And Recovery Analysis: A Restaurant Industry Example

374

(9)

Summary

383

(5)

Customer Retention

388

(30)

What Is Customer Retention?

390

(5)

The Benefits Of Customer Retention

395

(3)

Customer Retention Tactics

398

(5)

Emerging Customer Retention Programs

403

(7)

Defection Management

410

(5)

Summary

415

(3)

Putting the Pieces Together: Creating the Seamless Service Firm

418

(27)

The Historical Weakness Of Marketing in Service Firms

421

(4)

Moving Beyond Departmentalization And Functionalization: The Three-Tiered Model Of Service Firm

425

(7)

Building The Service Logic Through Cultural Change

432

(5)

The Tactical Questions Relating To Seamlessness: Conducting A Service Audit

437

(5)

Summary

442

(3)

PART 4 Cases

445

(118)

Case 1 Emmy's and Maddy's First Service Encounter

446

(9)

Case 2 Managing the Service Experience: ``Police Gas Mile High Fans''

455

(3)

Case 3 The New York City Arboretum

458

(10)

Case 4 Airlines Attempting to Get a ``Leg Up'' On the Competition

468

(3)

Case 5 The Case Of Jim Bakker and PTL

471

(3)

Case 6 For Innovative Service, Run For the Boarder

474

(2)

Case 7 Westin Hotels in Asia: Global Distribution

476

(6)

Case 8 The Proud Sponsors of ...'' Prometrix, Inc.

482

(17)

Case 9 Electronic Banking Services: High-Tech, Low Touch?

499

(7)

Case 10 O'Keefe Associates

506

(12)

Case 11 Passenger Induced Turbulence

518

(2)

Case 12 Measuring Customer Satisfaction: The FedEx Approach

520

(2)

Case 13 Roscoe Nondestructive Testing

522

(8)

Case 14 Is This Any Way to Run an Airline?

530

(5)

Case 15 The Optical Shop

535

(15)

Case 16 Primula Parkroyal Hotel: Positioning & Managing for Turnaround

550

(13)

Glossary

563

(14)

Index

577

Amazon no longer offers textbook rentals. We do!

Services Marketing Concepts, Strategies, & Cases

Services Marketing Concepts, Strategies, & Cases

9780324319965

0324319967

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Services Marketing Concepts, Strategies, & Cases

Services Marketing Concepts, Strategies, & Cases

9780324319965

0324319967

Summary

Table of Contents

Supplemental Materials

Write a Review

Related Products