Services Marketing

Title......Page 3
Copyright......Page 4
Brief Table of Contents......Page 6
Detailed Table of Contents......Page 8
About the authors......Page 13
Preface......Page 15
Acknowledgements......Page 20
Guided tour......Page 23
Technology to enhance learning and teaching: Connect......Page 28
PART 1: Foundations for services marketing......Page 38
Chapter 1: Introduction to services......Page 40
Opening example: Europe’s position as a global services provider......Page 42
What are services?......Page 44
Service dominant logic......Page 48
Why services marketing?......Page 57
Service and technology......Page 59
Characteristics of services impacting on marketing activities......Page 63
Services marketing mix......Page 71
Staying focused on the customer......Page 76
Chapter 2: Consumer behaviour in services......Page 80
Opening example: The travelling millenniums and their buying behaviour......Page 82
Search, experience and credence properties......Page 85
Consumer choice......Page 87
Consumer experience......Page 96
Post-experience evaluation......Page 103
Understanding differences among consumers......Page 106
Chapter 3: Customer expectations of service......Page 117
Opening example: The ash cloud - KLM and British Airways response......Page 119
Importance of customer expectations......Page 121
Meaning and types of service expectations......Page 122
Factors that influence customer expectations of service......Page 131
Issues involving the management of customer service expectations......Page 142
Chapter 4: Customer perceptions of service......Page 153
Opening example: Changing perceptions – Virgin Money......Page 155
Customer perceptions......Page 157
Customer satisfaction......Page 158
Ensuring high customer satisfaction......Page 165
Service quality......Page 166
Service encounters: the building blocks for customer perceptions......Page 175
The evidence of service......Page 184
Chapter 5: The gaps model of service quality......Page 190
Opening example: Amazon – providing excellent service......Page 192
The customer gap......Page 194
The provider gaps......Page 196
Putting it all together: closing the gaps......Page 205
PART 2: Understanding customer requirements......Page 212
Chapter 6: Listening to customers......Page 215
Opening example: Airbnb – understanding peer-to-peer room rental......Page 217
Customer databases and big data......Page 219
Using marketing research to understand customer expectations......Page 222
Elements in an effective services marketing research programme......Page 225
Analysing and interpreting marketing research findings......Page 240
Ethics in marketing research......Page 244
Monitoring user-generated content......Page 245
Upward communication......Page 246
Chapter 7: Building customer relationships......Page 255
Opening example: Boots – focusing on the customer......Page 257
Relationship marketing......Page 261
Relationship value of customers......Page 273
Customer profitability segments......Page 275
Relationship development strategies......Page 280
Relationship challenges......Page 290
Relationships from the service dominant logic perspective......Page 296
PART 3: Aligning service design and standards......Page 302
Chapter 8: Service innovation and design......Page 306
Opening example: My Starbucks idea – crowdsourcing innovation......Page 308
Challenges of service innovation policy......Page 310
New service development processes......Page 314
Types of new services......Page 316
Stages in service innovation and development......Page 317
Service blueprinting......Page 327
High-performance service innovations......Page 340
Chapter 9: Customer-defined service standards......Page 348
Opening example: DHL freight – understanding service standards from the customer perspective......Page 350
Factors necessary for appropriate service standards......Page 353
Types of customer-defined service standards......Page 360
Development of customer-defined service standards......Page 364
Chapter 10: The physical and virtual servicescape......Page 384
Opening example: Redesigning fast food......Page 386
Physical evidence......Page 389
Types of servicescapes......Page 395
Strategic roles of the servicescape......Page 397
Framework for understanding servicescape effects on behaviour......Page 401
Guidelines for physical evidence strategy......Page 414
PART 4: Delivering and performing service......Page 423
Chapter 11: Employees’ roles in service delivery......Page 426
Opening example: The critical role of the employees......Page 428
Service culture......Page 430
The critical importance of service employees......Page 435
Boundary-spanning roles......Page 440
Strategies for delivering service quality through people......Page 448
Customer-oriented service delivery......Page 462
Chapter 12: Customers’ roles in service delivery......Page 469
Opening example: IKEA – customers create value for themselves......Page 471
The importance of customers in service co-creation and delivery......Page 475
Customers’ roles......Page 479
Self-service technologies – the ultimate in customer participation......Page 487
Strategies for enhancing customer participation......Page 492
Chapter 13: Delivering service through electronic channels and intermediaries......Page 505
Opening example: Shakespeare goes online......Page 507
Delivering service through electronic channels......Page 509
Delivering service through mobile channels......Page 515
Other forms of service distribution......Page 516
Direct or company-owned channels......Page 518
Franchising......Page 520
Agents and brokers......Page 523
Common issues involving intermediaries......Page 527
Strategies for effective service delivery through intermediaries......Page 528
Chapter 14: Managing demand and capacity......Page 535
Opening example: Hilton worldwide RMCC – revenue management consolidated centre......Page 537
The underlying issue: lack of inventory capability......Page 540
Capacity constraints......Page 541
Demand patterns......Page 546
Strategies for matching capacity and demand......Page 548
Revenue management......Page 558
Queuing strategies: when demand and capacity cannot be matched......Page 566
Chapter 15: Service recovery......Page 577
Opening example: Revenge on YouTube – United Airlines breaks guitars......Page 579
The impact of service failure and recovery......Page 582
How customers respond to service failures......Page 586
Customers’ recovery expectations......Page 591
Cultural differences in customers’ recovery expectations......Page 596
Switching versus loyalty following service recovery......Page 598
Service recovery strategies......Page 601
Service guarantees......Page 612
PART 5: Managing service promises......Page 622
Chapter 16: Managing external and internal communications......Page 625
Opening example: Santander’s cycle partnerships......Page 626
The need for coordination in online and offline marketing communication channels......Page 629
Key service communication challenges......Page 632
Five categories of strategies to match service promises with delivery......Page 637
Chapter 17: Pricing of services......Page 665
Opening example: Airberlin restructures their airfares......Page 666
Three key ways that service prices are different for consumers......Page 669
Approaches to pricing services......Page 676
Pricing strategies that link to the four value definitions......Page 685
PART 6: Service and the bottom line......Page 699
Chapter 18: The financial impact of service quality......Page 701
Opening example: Zappos – the value of investing service quality......Page 703
Service and profitability: the direct relationship......Page 705
Offensive marketing effects of service: attracting more and better customers......Page 708
Defensive marketing effects of service: customer retention......Page 709
Customer perceptions of service quality and purchase intentions......Page 713
The key drivers of service quality, customer retention and profits......Page 716
Customer equity and return on marketing......Page 718
Company performance measurement: the balanced performance scorecard......Page 720
Case Section......Page 731
1: Disney’s magic bands: enhancing customer experience......Page 733
2: Ryanair’s digital strategy to drive growth......Page 744
3: Starbucks: brewing more than just coffee......Page 759
4: The future of retail clothing: Will Uniqlo turn the world Japanese?......Page 767
5: Employer branding at McDonald’s: redefining McJobs......Page 789
6: The Shangri-La Bosphorus hotel: extending the famed Shangri-La hospitality to Turkey......Page 815
7: Liverpool Victoria (LV): achieving business turn-around through employee engagement......Page 841
8: Redefining the AXA brand......Page 864
Endnotes......Page 879
Index......Page 920