Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock.

By:

Wirtz, Jochen

Contributor(s):

Lovelock, Christopher H

Material type: Text

TextPublisher: Hackensack : World Scientific Publishing, 2021Edition: 9th editionDescription: 600 pages ; illustrations (black and white, and colour)ISBN:

9781944659820 (pbk.)

Subject(s):

DDC classification:

658.8 WIR

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 WIR (Browse shelf(Opens below))	Available		39002100604199

Enhanced descriptions from Syndetics:

Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples.This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.

Includes bibliographical references and index.

Table of contents provided by Syndetics

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