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Explore the latest industry trends and issues as you examine services marketing from a unique, broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES AND CASES, 6e. Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and interesting end-of-chapter cases address current global issues, such as environmental, societal and governance (ESG) issues and changing consumer markets. New content introduces you to technological advancements like robotics and artificial intelligence in services marketing and recent challenges, such as the consequences of the pandemic, stressed employees and disruptive customers. You gain valuable insights for business success with this comprehensive, current approach to services marketing and this edition's practical global perspective.

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• Preface(iv)
• About the Authors(ix)
• Part 1 An Overview of Services Marketing(1)
• Chapter 1 An Introduction to Services(2)
• 1-1 Introduction(3)
• 1-2 The Growing Dominance of Services(3)
• 1-3 The Anatomy of a Service(4)
• 1-3a The Scale of Market Entities(6)
• 1-3b The Economic Value of Transforming Goods into Services(7)
• 1-3c The Molecular Model(7)
• 1-4 Creating and Managing Compelling Service Experiences(8)
• 1-4a The Servuction Model: The Four Components of the Service Experience(9)
• 1-5 Why Study Services?(13)
• 1-5a The Growth of the Global Service. Economy(13)
• 1-5b The Growth of the Global Service Labor Force(15)
• 1-5c The Emergence of E-Service(s): Self-service Technologies, Robotics, and Artificial Intelligence(17)
• 1-5d Business for a Better World: Social Responsibility, Sustainability, and Transformative Service Initiatives(19)
• Summary(22)
• Key Terms(22)
• Review Questions(22)
• Notes(23)
• Case 1 The Twins' First Service Encounter(25)
• Chapter 2 The Fundamental Differences Between Goods and Services(30)
• 2-1 Introduction(31)
• 2-2 Intangibility: The Mother of All Differences(31)
• 2-2a Marketing Challenges Created by Intangibility(32)
• 2-2b Possible Solutions to Challenges Caused by Intangibility(33)
• 2-3 Inseparability: The Entanglements of the Service Experience(35)
• 2-3a Marketing Challenges Created by Inseparability(36)
• 2-3b Possible Solutions to Challenges Created by Inseparability(38)
• 2-4 Heterogeneity: The Variability of Service Delivery(40)
• 2-4a Marketing Challenges Created by Heterogeneity(40)
• 2-4b Possible Solutions to Challenges Caused by Heterogeneity(40)
• 2-5 Perishability: Balancing Supply and Demand(42)
• 2-5a Marketing Challenges Caused by Perishability(42)
• 2-5b Possible Solutions to Challenges Created by Perishability(44)
• 2-6 The Relationship between Risk and Service Characteristics(47)
• 2-6a Risk and Standardization(47)
• 2-6b Coproducer Risk(47)
• 2-6c Risk and Information(47)
• 2-7 Technology-based Solutions Relationship with Unique Service Characteristics(48)
• 2-7a Technology-based Solutions and Intangibility(48)
• 2-7b Technology-based Solutions and Inseparability(48)
• 2-7c Technology-based Solutions and Heterogeneity(48)
• 2-7d Technology-based Solutions and Perishability(48)
• Summary(49)
• Key Terms(49)
• Review Questions(50)
• Notes(50)
• Case 2 Quaker Steak & Lube: Making the Transition from Manufacturers to Service Providers(52)
• Chapter 3 Environmental, Social, and Governance (ESG) and Ethical Issues in Services Marketing(53)
• 3-1 Introduction(54)
• 3-2 Environmental Considerations: Climate Change and Environmental Impacts of Service Firms(55)
• 3-2a Environmental Considerations: Environmental Impacts of Service Firms(55)
• 3-3 Social Considerations(56)
• 3-3a Social Consideration: The Loss of Manufacturing Jobs(57)
• 3-3b Social Consideration: Paying Employees a Living Wage(57)
• 3-3c Social Consideration: The Ageing of the World's Markets(58)
• 3-4 Governance Considerations(59)
• 3-4a Governance Considerations: Diversity(60)
• 3-4b Governance Considerations: Executive Pay(61)
• 3-4c Governance Considerations: Conflicts of Interest(61)
• 3-5 Service Marketers as Social Enterprises(61)
• 3-6 Ethical Considerations for Services Marketers(62)
• 3-6a What Are Ethics?(62)
• 3-6b The Opportunity for Ethical Misconduct in Services Marketing(63)
• 3-6c Issues that Create Ethical Conflict(66)
• 3-6d The Effects of Ethical Misconduct(68)
• 3-6e Controlling Ethical Decision Making(68)
• Summary(70)
• Key Terms(70)
• Review Questions(71)
• Notes(71)
• Case 3 Starbucks Commitment-People, Planet, Coffee(73)
• Chapter 4 Consumer Behavior in Services Marketing(75)
• 4-1 Introduction(76)
• 4-2 The Consumer Decision Process Model: An Overview(76)
• 4-2a The Prepurchase Stage: The Stimulus(76)
• 4-2b The Prepurchase Stage: Problem Awareness(77)
• 4-2c The Prepurchase Stage: Information Search(78)
• 4-2d The Prepurchase Stage: Evaluation of Alternatives(79)
• 4-2e The Prepurchase Stage: Considerations for Service Marketers(81)
• 4-2f The Consumer Decision Process Model: The Consumption Stage(83)
• 4-2g The Consumption Stage: Considerations for Services Marketers(84)
• 4-2h The Consumer Decision Process Model: The Post Purchase Stage(84)
• 4-2i The Post Purchase Stage: Satisfaction Models(85)
• 4-3 Consumer Decision Making: Nonsystematic Approaches(89)
• 4-4 Consumer Decision Making: Special Considerations Pertaining to Ageing Consumers(90)
• 4-4a Consumer Decision Making for 65+(90)
• Summary(90)
• Key Terms(91)
• Review Questions(92)
• Notes(92)
• Case 4 United, Southwest, or Frontier: Which Airline to Fly Out of DIA?(94)
• Part 2 The Tactical Services Marketing Mix(97)
• Chapter 5 The Service Delivery Process(98)
• 5-1 Introduction(99)
• 5-2 Stages of Operational Competitiveness(99)
• 5-2a Stage 1: Available for Service(99)
• 5-2b Stage 2: Journeyman(100)
• 5-2c Stage 3: Distinctive Competencies Achieved(100)
• 5-2d Stage 4: World-Class Service Delivery(100)
• 5-3 The Relationship between Marketing and Operations: Balance is Critical(103)
• 5-4 In a Perfect World, Service Firms Would Be Efficient(104)
• 5-4a Thompson's Perfect-World Model(104)
• 5-4b The Focused Factory Concept(104)
• 5-4c The Plant-Within-a-Plant Concept(105)
• 5-4d Additional Tactics Utilized to Increase Operational Efficiency(105)
• 5-5 Applying Efficiency Models to Service Firms(107)
• 5-6 Operations Solutions for Service Firms(108)
• 5-6a Isolating the Technical Core(108)
• 5-6b Production-Lining the Whole System(109)
• 5-6c Creating Flexible Capacity(110)
• 5-6d Increasing Customer Participation(110)
• 5-6e Moving the Time of Demand to Fit Capacity(110)
• 5-7 The Art of Blueprinting(111)
• 5-7a An Example of a Simple Blueprint(111)
• 5-7b The Service Operations Manager's Perspective(112)
• 5-7c The Service Marketing Manager's Perspective(112)
• 5-7d Using Service Blueprints to Identify the Servuction Process(114)
• 5-7e A Marketing or an Operations Blueprint?(114)
• 5-7f Constructing the Service Blueprint(114)
• Summary(117)
• Key Terms(117)
• Review Questions(117)
• Notes(118)
• Case 5 Build-A-Bear Workshops: Calculating the Service Cost per Bear(119)
• Chapter 5 Appendix(121)
• 5-8 Blueprinting and New-Product Development(121)
• 5-8a The Role of Complexity and Divergence(121)
• Chapter 6 The Pricing of Services(124)
• 6-1 Introduction(125)
• 6-2 What Does It Mean to Provide Value?(126)
• 6-3 Special Considerations of Service Pricing(127)
• 6-3a Cost Considerations(127)
• 6-3b Demand Considerations(129)
• 6-3c Customer Considerations(132)
• 6-3d Competitive Considerations(133)
• 6-3e Profit Considerations(134)
• 6-3f Product Considerations(135)
• 6-3g Legal Considerations(136)
• 6-4 Service Pricing Strategies(136)
• 6-4a Free-based Pricing(136)
• 6-4b Subscription-based Pricing(137)
• 6-4c Usage-based Pricing(138)
• 6-4d Satisfaction-Based Pricing(139)
• 6-4e Relationship Pricing(139)
• 6-4f Efficiency Pricing(140)
• 6-4g Adaptive Pricing(140)
• 6-5 Pricing Guidelines: Some Final Thoughts on Pricing Services(140)
• Summary(141)
• Key Terms(141)
• Review Questions(141)
• Notes(142)
• Case 6 MDVIP: Become a Priority, Not Just a Patient(143)
• Chapter 7 Developing the Service Communication Strategy(145)
• 7-1 Introduction(146)
• 7-2 Discovering the Customer Decision Journey(147)
• 7-2a Charting the Customer Decision Journey(147)
• 7-2b Transforming the Communication Strategy(148)
• 7-3 Managing the Service Communication Process: The Fundamentals(148)
• 7-3a Selecting Target Markets(148)
• 7-3b Establishing Communications Objectives(149)
• 7-3c Setting the Communications Budget(151)
• 7-3d Formulating the Service Firm's Positioning Strategy(151)
• 7-3e Establishing Message and Media Strategies(152)
• 7-3f Monitoring, Evaluating and Controlling the Communication Strategy(154)
• 7-4 Special Challenges Associated with the Service Communications Strategy(154)
• 7-4a Mistargeted Communications(155)
• 7-4b Managing Expectations and Perceptions(156)
• 7-4c Advertising to Employees(156)
• 7-4d Selling/Operation Conflicts(156)
• 7-5 Specific Guidelines for Developing Service Communications(157)
• 7-5a Develop a Word-of-Mouth Communications Network(157)
• 7-5b Promise What Is Possible(157)
• 7-5c Tangibilize the Intangible(157)
• 7-5d Feature the Working Relationship Between Customer and Provider(158)
• 7-5e Reduce Customer Fears about Variations in Performance(158)
• 7-5f Determine and Focus on Relevant Service Quality Dimensions(158)
• 7-5g Differentiate the Service Product via the Service Delivery Process(159)
• 7-5h Make the Service More Easily Understood(159)
• 7-6 Developing Communication Strategies for Professional Service Providers(159)
• 7-6a Special Considerations for Professional Service Providers: The Top 10(159)
• 7-6b Additional Special Considerations for Professional Service Providers(161)
• Summary(162)
• Key Terms(162)
• Review Questions(162)
• Notes(163)
• Case 7 Marketing to Older Consumers: Creating a Content Marketing Campaign(164)
• Chapter 8 Managing the Firm's Physical Evidence(165)
• 8-1 Introduction(166)
• 8-2 The Strategic Role of Physical Evidence(166)
• 8-2a Packaging the Service(167)
• 8-2b Facilitating the Flow of the Service Delivery Process(167)
• 8-2c Socializing Employees and Customers(167)
• 8-2d Provides a Means for Differentiation(168)
• 8-3 Environmental Psychology: The S-O-I and S-O-R Models(169)
• 8-3a The S-O-I Model(169)
• 8-3b The S-O-R Model(170)
• 8-4 The Development of Servicescapes(171)
• 8-4a Remote, Self-Service, and Interpersonal Services(171)
• 8-4b Stage 1: Physical Environmental Dimensions(174)
• 8-4c Stage 2: Holistic Environment(174)
• 8-4d Stage 3: Internal Response Moderators(175)
• 8-4e Stage 4: Internal Responses(175)
• 8-4f Stage 5: Behavioral Responses to the Environment(176)
• 8-5 Managing the Senses When Creating Servicescapes(176)
• 8-5a Sight Appeals(177)
• 8-5b Sound Appeals(179)
• 8-5c Scent Appeals(182)
• 8-5d Touch Appeals(182)
• 8-5e Taste Appeals(182)
• Summary(183)
• Key Terms(183)
• Review Questions(184)
• Notes(184)
• Case 8 Developing an Orthodontic Servicescape: Dr. Crane's Dilemma(186)
• Chapter 9 People as Strategy: Managing Service Employees(187)
• 9-1 Introduction(188)
• 9-2 The Service Provider Role(189)
• 9-2a Coping Strategies and Implications for Customers(191)
• 9-2b How Can Marketing Make Things Better or Worse?(191)
• 9-3 Unleashing Service with the Right Climate(192)
• 9-3a Creating a Climate for Service(193)
• 9-3b Defining the Service Provider Role(193)
• 9-3c Recruiting the Right People(195)
• 9-3d Developing Competent Service Employees(196)
• 9-3e Controlling, Rewarding and Evaluating Service Providers(198)
• 9-3f Empowering Service Providers: Why and Why Not?(199)
• 9-3g Retaining Service Providers(201)
• 9-4 The Role of Management(202)
• 9-5 Information Technology and the Service Provider(202)
• 9-5a Customer Relationship Management(203)
• Summary(204)
• Key Terms(204)
• Review Questions(204)
• Notes(205)
• That's It, I'm Done(206)
• Chapter 10 People as Strategy: Managing Service Customers(207)
• 10-1 Introduction(208)
• 10-2 Expert and Novice Customers as Part of the Production Process(208)
• 10-3 The Theatrical Analogy(210)
• 10-3a Defining Novices and Experts Using the Script Idea(210)
• 10-4 Customer Performance and Operational Efficiency(210)
• 10-5 Customer Satisfaction and Customer Performance(212)
• 10-6 Managing Customer Performance Scripts for Operational Efficiency(214)
• 10-6a Audit Your Customer Performance Expertise(214)
• 10-6b Increasing the Share of Customers Who Are Expert Performers(214)
• 10-6c Change Scripts Carefully(216)
• 10-6d Coping with Novices and Experts(217)
• 10-7 Building the Servicescape for the Partial Employee(218)
• 10-7a Customer Ergonomics: An Illustration(219)
• 10-8 Customer Performance and The Role of Marketing, Operations, and Human Resources(219)
• Summary(220)
• Key Terms(220)
• Review Questions(221)
• Notes(221)
• Case 10 Managing Uncooperative Customers(223)
• Part 3 Assessing and Implementing Successful Service Strategies(225)
• Chapter 11 Defining and Measuring Customer Satisfaction(226)
• 11-1 Introduction(227)
• 11-2 The Importance of Customer Satisfaction(227)
• 11-2a What Is Customer Satisfaction and Dissatisfaction?(228)
• 11-2b The Benefits of Customer Satisfaction(228)
• 11-2c The Benefits of Customer Satisfaction Surveys(230)
• 11-3 Measuring Customer Satisfaction(230)
• 11-3a The Scale of 100 Approach(231)
• 11-3b Customer Satisfaction Score (CSAT)(231)
• 11-3c Net Promoter Score (NPS)(232)
• 11-3d Customer Effort Score (CES)(232)
• 11-3e Beyond the 100-Point Scale, CSAT, NPS, and CES: The Combined Approach(233)
• 11-4 Understanding Customer Satisfaction Ratings(234)
• 11-4a Factors Influencing Customer Satisfaction Ratings(235)
• 11-4b Are Customer Satisfaction Surveys Worth It?(237)
• 11-5 Customer Satisfaction: How Good Is Good Enough?(237)
• 11-6 Does Customer Satisfaction Translate into Customer Retention?(238)
• 11-7 Customer Satisfaction: A Closer Look at Sources of Customer Expectations(240)
• 11-7a Types of Customer Expectations(240)
• 11-7b The Zone of Tolerance(240)
• 11-7c Factors Influencing Predicted Service Expectations(241)
• 11-7d Factors Influencing Service Expectations: Desired Service(242)
• 11-7e Factors Influencing Service Expectations: Adequate Service(243)
• 11-7f The Link between Customer Expectations and Customer Satisfaction(244)
• Summary(245)
• Key Terms(245)
• Review Questions(245)
• Notes(246)
• Case 11 The Bluegrass Inn(247)
• Chapter 12 Defining and Measuring Service Quality(249)
• 12-3 Introduction(250)
• 12-2 What Is Service Quality?(251)
• 12-2a The Difference in Quality Perspectives between Goods and Services(251)
• 12-3 Diagnosing Failure Gaps in Service Quality(252)
• 12-3a The Knowledge Gap (Gap 1)(253)
• 12-3b The Standards Gap (Gap 2)(254)
• 12-3c The Delivery Gap (Gap 3)(254)
• 12-3d The Communications Gap (Gap 4)(256)
• 12-4 Measuring Service Quality: The SERVQUAL Measurement Scale(256)
• 12-4a The Tangibles Dimension(256)
• 12-4b The Reliability Dimension(257)
• 12-4c The Responsiveness Dimension(258)
• 12-4d The Assurance Dimension(258)
• 12-4e The Empathy Dimension(259)
• 12-4f Determining the Importance of Each of the Five Dimensions(259)
• 12-4g Criticisms of SERVQUAL(259)
• 12-4h SERVQUAL: Some Final Thoughts(260)
• 12-5 Constructing a Service Quality Information Systems(261)
• 12-5a Solicitation of Customer Complaints(262)
• 12-5b After-Sales Surveys(262)
• 12-5c Customer Focus Group Interviews(263)
• 12-5d Mystery Shopping(263)
• 12-5e Employee Surveys(263)
• 12-5f Total Market Service Quality Surveys(264)
• Summary(265)
• Key Terms(265)
• Review Questions(265)
• Notes(266)
• Case 12 Service Quality at Secrets Rivera Resort(267)
• Chapter 13 The Art of Service Failure and Recovery Management(269)
• 13-1 Introduction(270)
• 13-2 The Psychology of Customer Complaining Behavior(270)
• 13-2a Types of Complaints(271)
• 13-2b Types of Complainers(272)
• 13-2c Why Do Customers Complain?(273)
• 13-2d Why Don't Customers Complain?(273)
• 13-2e Complaining Outcomes(274)
• 13-3 Developing a Service Recovery Management Program(275)
• 13-3a Step 1: Developing a Positive Internal Recovery Culture(276)
• 13-3b Step 2: Service Failure Identification(276)
• 13-3c Step 3: Service Failure Attribution(278)
• 13-3e Step 5: Recovery Strategy Implementation(280)
• 13-3f Step 6: Providing Feedback to Employees(282)
• 13-4 Successful Service Recovery Practices: Basic Rules of Thumb(282)
• 13-4a Measure the Costs(282)
• 13-4b Actively Encourage Complaints(283)
• 13-4c Anticipate Needs for Recovery(283)
• 13-4d Train Employees(283)
• 13-4e Empower the Front Line(283)
• 13-4f Respond Quickly(283)
• 13-4g Close the Loop(283)
• Summary(284)
• Key Terms(284)
• Review Questions(285)
• Notes(285)
• Case 13 Part I: Is This Any Way to Run an Airline?(287)
• Part II World Airline's Response(289)
• Chapter 14 Customer Loyalty and Retention(290)
• 14-1 Introduction(291)
• 14-2 What Is Customer Loyalty and Retention?(291)
• 14-2a You're Great, but It's Over!(292)
• 14-2b Moving Beyond the Conquest Marketing Mentality(292)
• 14-3 The Importance of Customer Loyalty(293)
• 14-3a The Benefits of Customer Loyalty(294)
• 14-3b Clarifying the Benefits of Customer Loyalty(296)
• 14-3c Calculating the Lifetime Value of a Customer(296)
• 14-4 Types of Customer Loyalty Programs(297)
• 14-4a Points-based Programs(297)
• 14-4b Tier-based Programs(297)
• 14-4c Refer a Friend Programs(297)
• 14-4d Spend-based Programs(297)
• 14-4e Mission-driven Programs(298)
• 14-4f Strategies for Cultivating Customer Loyalty(298)
• 14-5 Defection Management: Developing a Zero Defection Culture(299)
• 14-5a Zero Defects versus Zero Defections(300)
• 14-5b The Importance of Defection Management(301)
• 14-5c Defector Types(301)
• 14-5d The Defection Management Process(303)
• 14-5e Is It Always Worthwhile to Keep a Customer?(304)
• Summary(304)
• Key Terms(305)
• Review Questions(305)
• Notes(305)
• Case 14 Loyalty Considerations for Woodhouse Spa(307)
• Chapter 15 Pulling the Pieces Together: Creating a World-Class Service Culture(308)
• 15-1 Introduction(309)
• 15-2 Traditional Types of Corporate Cultures(309)
• 15-2a Adhocracy Culture(309)
• 15-2b Market Culture(309)
• 15-2c Hierarchy Culture(310)
• 15-2d Clan Culture(310)
• 15-3 Obstacles to World-Class Service: Departmentalization and Functionalism(311)
• 15-3a Overcoming the Silo Mentality: Understanding Internal Logics(312)
• 15-4 Industrial Management Versus Market-Focused Management Models(315)
• 15-4a The Industrial Management Model(315)
• 15-4b The Market-Focused Management Model(316)
• 15-5 Developing a Service Culture(318)
• 15-5a Assessing the Current Culture of the Service Firm: Observation and Indirect Questioning Techniques(318)
• 15-5b Assessing the Current Culture of the Service Firm: Conducting a Service Audit(320)
• 15-6 Strategies that Facilitate Cultural Change(320)
• 15-6a Changing Culture through Structure(322)
• 15-6b Changing Culture through Systems(323)
• 15-6c Changing Culture through People(323)
• 15-6d Changing Culture Directly(323)
• Summary(325)
• Key Terms(325)
• Review Questions(326)
• Notes(326)
• Case 15 Assessing Culture: Go for a Culture Walk(328)
• Glossary(329)
• Index(342)