Services Marketing : Concepts, Strategies & Cases
ISBN: 9789386858771
Higher Education
Author(s): K. Douglas Hoffman | John E.G. Bateson
ISBN: 9781337018098
Edition: 5th
© Year : 2017
Binding: eBook
Imprint : South Western
Pages:
Help students examine the use of services marketing as a competitive tool from a uniquely broad perspective with Hoffman/Bateson’s SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, the book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services."
*Special prices for countries of South-Asia
PART I: An Overview of Services Marketing
CHAPTER 1 An Introduction to Services
1-1 Introduction
1-2 What Is a Service?
1-3 Creating the Service Experience
1-4 The Servuction Model
1-5 Why Study Services?
Summary
CASE 1: The Twins’ First Service Encounter
CHAPTER 2 The Service Economy: Supersectors and Ethical Considerations
2-1 Introduction
2-2 What Is the Service Economy?
2-3 Ethical Considerations for Services Marketers
2-4 What Are Ethics?
2-5 The Opportunity for Ethical Misconduct in Services Marketing
2-6 Issues that Create Ethical Conflict
2-7 The Effects of Ethical Misconduct
2-8 Controlling Ethical Decision Making
Summary
CASE 2: The Case of Jim Bakker and PTL
CHAPTER 3 Fundamental Differences Between Goods and Services
3-1 Introduction
3-2 Intangibility: The Mother of All Unique Differences
3-3 Inseparability: The Interconnection of Service Participants
3-4 Heterogeneity: The Variability of Service Delivery
3-5 Perishability: Balancing Supply and Demand
3-6 Marketing, Operations, and Human Resources Must Work Together
Summary
CASE 3: Kayak: Leading the Evolution of Online Travel Services
CHAPTER 4 Services Consumer Behavior
4-1 Introduction
4-2 The Consumer Decision Process: An Overview
4-3 Special Considerations Pertaining to Services
Summary
CASE 4: Frontier and United Airlines: Competition Heats Up in Denver
PART II The Tactical Services Marketing Mix
CHAPTER 5 The Service Delivery Process
5-1 Introduction
5-2 Stages of Operational Competitiveness
5-3 Marketing and Operations: Balance is Critical
5-4 In a Perfect World, Service Firms Would Be Efficient
5-5 Applying Efficiency Models to Service Firms
5-6 The Art of Blueprinting
5-7 Blueprinting and New-Product Development: The Roles of Complexity and Divergence
Summary
CASE 5: Build-A-Bear Workshops: Calculating the Service Cost per Bear
CHAPTER 6 The Pricing of Services
6-1 Introduction
6-2 What Does It Mean to Provide Value?
6-3 Special Considerations of Service Pricing
6-4 Emerging Service Pricing Strategies
6-5 Some Final Thoughts on Pricing Services
Summary
CASE 6: MDVIP: Become a Priority, Not Just a Patient
CHAPTER 7 Developing the Service Communication Strategy
7-1 Introduction
7-2 Managing the Service Communication Process
7-3 Special Challenges Associated with the Service Communications Strategy
7-4 Specific Guidelines for Developing Service Communications
7-5 Developing Communication Strategies for Professional Service Providers
Summary
CASE 7: Developing a Communication Strategy: Ultimate Escapes
CHAPTER 8 Managing the Firm’s Physical Evidence
8-1 Introduction
8-2 The Strategic Role of Physical Evidence
8-3 The SOR Model
8-4 The Development of Servicescapes
8-5 Managing the Senses When Creating Servicescapes
Summary
CASE 8: Developing an Orthodontic Servicescape: Dr. Crane’s Dilemma
CHAPTER 9 People as Strategy: Managing Service Employees
9-1 Introduction
9-2 The Service Provider Role
9-3 Unleashing Service with the Right Climate
9-4 The Role of Management
9-5 Information Technology and the Service Provider
Summary
CASE 9: The Four Seasons Sharm el Sheik and the Arab Spring
CHAPTER 10 People as Strategy: Managing Service Consumers
10-1 Introduction
10-2 Expert and Novice Consumers as Part of the Production Process
10-3 The Theatrical Analogy
10-4 Consumer Performance and Operational Efficiency
10-5 Consumer Satisfaction and Consumer Performance
10-6 Managing Consumer Performance Scripts
10-7 Managing Consumer Service Perceptions During The Service Experience
10-8 Consumer Performance and The Role of Marketing and Operations
Summary
CASE 10: U.S. Supermarkets Look Beyond Standard Self-Checkout Service
PART III Assessing and Implementing Successful Service Strategies
CHAPTER 11 Defining and Measuring Customer Satisfaction
11-1 Introduction
11-2 The Importance of Customer Satisfaction
11-3 Measuring Customer Satisfaction
11-4 Understanding Customer Satisfaction Ratings
11-5 Customer Satisfaction: How Good Is Good Enough?
11-6 Does Customer Satisfaction Translate into Customer Retention?
11-7 Customer Satisfaction: A Closer Look
Summary
CASE 11: The Crestwood Inn
CHAPTER 12 Defining and Measuring Service Quality
12-1 Introduction
12-2 What Is Service Quality?
12-3 Diagnosing Failure Gaps in Service Quality
12-4 Measuring Service Quality: The SERVQUAL Measurement Scale
12-5 Service Quality Information Systems
Summary
CASE 12: Service Quality at the Remington Hotel
CHAPTER 13 Complaint and Service Recovery Management
13-1 Introduction
13-2 The Psychology of Customer Complaining Behavior
13-3 Developing a Service Recovery Management Program
13-4 The Art of Service Recovery: Basic Rules of Thumb
Summary
CASE 13: Part I: Is This Any Way to Run an Airline?
CASE 13: Part II: World Airline’s Response
CHAPTER 14 Customer Loyalty and Retention
14-1 Introduction
14-2 What Is Customer Loyalty?
14-3 What Is Customer Retention?
14-4 The Benefits of Customer Retention
14-5 Customer Retention Programs
14-6 Defection Management: Developing a Zero Defection Culture
Summary
CASE 14: The Mandalay Bay Conundrum
CHAPTER 15 Pulling the Pieces Together: Creating a World-Class Service Culture
15-1 Introduction
15-2 Obstacles to World-Class Service: Departmentalization and Functionalism
15-3 Developing a Service Culture
15-4 Strategies that Facilitate Cultural Change
Summary
CASE 15: Assessing Your College’s Culture: Go for a Culture Walk
Glossary
Index
K. Douglas Hoffman, Colorado State University
K. Douglas Hoffman is a Professor of Marketing and a University Distinguished Teaching Scholar at Colorado State University. He received his B.S. from The Ohio State University, and his M.B.A. and D.B.A. from the University of Kentucky. Professor Hoffman’s teaching experience at the undergraduate and graduate levels spans nearly 30 years while holding tenure track positions at Colorado State University, the University of North Carolina at Wilmington, and Mississippi State University. In addition, he has taught as a visiting professor at the Helsinki School of Business and Economics (Helsinki, Finland), the Institute of Industrial Policy Studies (Seoul, South Korea), Thammasat University (Bangkok, Thailand), and Cornell-Nanyang Technological University (Singapore). Professor Hoffman is an accomplished scholar in the services marketing area. He has written numerous journal and conference proceedings articles on teaching scholarship that have appeared in a variety of publication outlets. His teaching scholarship has also expanded into the co-authorship of three textbooks including SERVICES MARKETING: CONCEPTS, STRATEGIES & CASES, 5E, published by Cengage. Professor Hoffman has received numerous teaching awards at the college, university and national discipline levels, including the prestigious Board of Governors Excellence in Undergraduate Teaching Award. He was also named University Distinguished Teaching Scholar -- a lifetime appointment in 2007. Professor Hoffman is a former editor of Marketing Education Review. His current research and consulting activities are primarily in the areas of sales/service interface, customer service/satisfaction, service failure and recovery, and services marketing education.
John E.G. Bateson
John E. G Bateson is a Visiting Professor of Management at the Cass Business School and is an independent consultant and company chairman. Previously, he served as Group Chief Executive of the SHL Group, the global leader in psychometric testing for jobs. SHL was listed on the London Stock Exchange and taken private by Dr. Bateson in 2006. Dr. Bateson was also a senior vice president with Gemini Consulting and a Member of the Group Executive Committee of the Cap Gemini Group. He was Associate Professor of Marketing at the London Business School, England, and taught as a visiting associate professor at the Stanford Business School. Prior to teaching, he worked as a brand manager with Lever Brothers and marketing manager with Philips. Dr. Bateson holds an undergraduate degree from Imperial College, London; a master's degree from London Business School; and a Doctorate in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including the Journal of Marketing Research, Journal of Retailing, Marketing Science, and Journal of Consumer Research. He is also the author of SERVICES MARKETING: CONCEPTS, STRATEGIES & CASES (Cengage) and MARKETING PUBLIC TRANSIT: A STRATEGIC APPROACH (Praeger). Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association. He served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference.