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Services Marketing
David L. Kurtz |
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Services Marketing
David L. Kurtz |
NOTE: Each Chapter begins with Chapter Objectives and Chapter Overview, and ends with Summary of Chapter Objectives, Key Terms, Review Questions, Discussion and Critical Thinking Exercises, Case Problem, Glossary, and Endnotes.
About the Authors
Preface
PART I. MARKETING
Chapter 1. Introduction to Services Marketing
The Importance of the Service Sector of the Economy
Reasons for Growth in the Service Sector
Has the Level of Service Quality Been Declining?
Importance of Services to the Global Economy
Characteristics of Services
Intangibility
Perishability
Inseparability
Variability
Classification of Services
Classifying a Service
Using the Classification Scheme to Understand Challenges
The Services Marketing Mix
Service Outcome
Price
Distribution
Corporate Image
Promotion
Chapter 2. The Purchase Process for Services
Consumption Values
Functional Value
Social Value
Emotional Value
Epistemic Value
Conditional Value
A Purchase Model for Services
Prepurchase Phase
The Service Encounter
Postpurchase Phase
Chapter 3. Consumer Expectations of Services
A Model of Consumer Expectations
Ideal Service Level
Desired Service Level
Adequate Service Level
Predicted Service Level
Antecedents of Consumer Expectations
Internal Factors
External Factors
Situational Factors
Firm-Produced Factors
Role of Consumer Expectations
During the Prepurchase Phase
During the Service Encounter
During the Postpurchase Phase
Managing Consumer Expectations
During the Prepurchase Price
During the Service Encounter
During the Postpurchase Phase
Chapter 4. Service Quality
Underlying Principles of Service Quality
Search Qualities
Experience Qualities
Credence Qualities
Service Quality Based on Perceptions and Expectations
Measuring Service Quality
Using SERVQUAL to Measure Service Quality
Service Performance Measures
A Model of Service Quality
Gap 1
Gap 2
Gap 3
Gap 4
Total Quality
Return on Quality
ROQ Analysis
PART II. MANAGING THE SERVICE OUTCOME
Chapter 5. Operations
The Service Operation
Differences Between Manufacturing and Services
Establishing an Operational Position
Position Mapping
Blueprinting of Service Operations
Divergence and Complexity
Operational Design
Cost Efficiency Operational Position
Customization Operational Position
Service Quality Operational Position
Managing Customer Waiting and Queues
Managing Waiting Times
Operations Management Techniques
Perception Management Techniques
Chapter 6. People
Role of Service Personnel
Job Characteristics
Skill Variety
Task Identity
Task Significance
Autonomy
Feedback
The Control Issue
Increasing Firm and Service Personnel Control
Increasing Customer Control
Dealing With Conflict and Stress
Types of Conflict
How Individuals Deal With Conflict
Internal Marketing
Market Research
Market Segmentation
Internal Promotions
External Promotions
Customer-Focused Personnel
Customer-Focused Job Descriptions
Customer-Focused Recruiting
Customer-Focused Orientation and Training
Customer Dissatisfaction and Employee Empowerment
Customer-Focused Motivation and Compensation
Chapter 7. Environment
Impact of the Service Environment on Consumers
Response Moderators
Physiological Response
Behaviors Created by the Environment
Environmental Stimuli
Marketing Strategies for the Service Environment
Positioning of the Servicescape
Objectives and Goals of the Servicescape
Designing the Service Environment
Location
Physical Facility
Ambient Conditions
Interpersonal Factors
Environment of Entertainment Services
Spectator Sports
Recreational Theme Parks
Chapter 8. Pricing
The Role of Pricing in Services
Price Determinants
Organizational Pricing Objectives
Cost Analysis
Demand/Price Curve
Price Elasticity
Competition
Operational Position
Market Mix
Pricing in the Business-to-Business Sector
Pricing Modifications
Differential Pricing
Yield Management
Price Bundling
Multiple-Use Price Discounts
Price Increases
Customer-Focused Pricing
Value
Risk
Level of Involvement
Level of Customer Participation
Chapter 9. Distribution
Access and Availability
Channel Structures
Channel Options
Multichannel Systems
The Channel Squeeze
Distribution Growth Options
Multisite Strategy
Multiservice Strategy
Multisegment Strategy
Multisite, Multiservice Strategy
Multisite, Multisegment Strategy
Multiservice, Multisegment Strategy
Multisite, Multiservice, Multisegment Strategy
Internationalization
Methods of International Expansion
Why International Expansion Fails
Franchising
Benefits of Franchising
Disadvantages of Franchising
Operational Position
Branding
Distribution Management
Organizational Structure
Economies-of-Scale
Customer-Focused Distribution
PART III. SERVICES STRATEGIES
Chapter 10. Competitive Marketing Strategies
A Sustainable Competitive Advantage
The Concept of a Sustainable Competitive Advantage
Sources of Competitive Advantage
Service Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Market Defender Strategies
Blocking Strategies
Retaliation Strategies
Adaptation Strategies
Consumer Positioning of Services
Methods of Positioning
Positioning Maps
Steps in Determining a Consumer Position
Midwest Express Develops a Marketing Strategy
Chapter 11. Managing Supply, Demand, and Productivity
Supply and Demand
Determining the Demand Pattern
Assessing Causes of Demand Variations
Managing Supply
Managing Demand
Tools for Managing Demand
Coping With Fluctuating Demand
Enhancing Productivity
Improving the Quality of the Labor Force
Investment in Capital Equipment
Automation of Tasks
Modify Customer/Service Interaction
Separate Customer Contact and Support Functions
Increasing Self-Service Options
Using Subcontracting or Outsourcing
Importance of Customer Behavior
Chapter 12. Customer Retention
Beyond Customer Satisfaction
States of Satisfaction
Managing the Customer Value Package
Operational Position and Future Purchase Behavior
Compatibility Management
First Stage
Second Stage
Third Stage
Customer Defections
Lifetime Value of a Customer
Value of Customers Over Time
Defections Management
Creating a Zero Defections Culture
The Unconditional Guarantee
Service Failure and Recovery
Service Failure
Service Recovery
Reducing Service Failures
Relationship Marketing
Developing a Relationship Marketing Program
Functions of a Relationship Marketing Program
Chapter 13. An Integrated Communications Program
The Role of Communications in Services
Communication and the Purchase Process
Building Firm Image
An Integrative Communications Program
Promotional Options
Servicescape
Communication Options
Advertising
Sales Promotions Options
Sales Promotional Strategies
Sales Promotions and Operational Positions
Personal Selling
Sponsorship Marketing
Cause-Related Marketing
Adventure Marketing
Steps in Developing an Integrative
Communications Program
Case 1. Jefferson-Pilot Corporation
Case 2. Autotest
Case 3. Clifton, The Country Inn
Case 4. ERG International, Inc.
Case 5. Adult Day Care Center
Case 6. Wright Airline Services Information Systems Organization
Case 7. Eagle Crest Country Club
Case 8. Apollo Hospitals of India (B)
Subject Index
Name Index
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