Descripciones mejoradas de Syndetics:

Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services, technology, and global services ensures you'll be ready for that first job after college.

Tabla de contenidos provista por Syndetics

• Preface V
• Part 1 An Overview of Services Marketing(p. 1)
• Chapter 1 An Introduction to Services(p. 2)
• What Is a Service?(p. 5)
• Framing the Service Experience: The Servuction Model(p. 8)
• Why Study Services?(p. 13)
• The Services Revolution: A Change In Perspective(p. 17)
• Summary(p. 23)
• Chapter 2 Fundamental Differences Between Goods and Services(p. 26)
• Intangibility: The Mother Of All Unique Differences(p. 28)
• Inseparability(p. 32)
• Heterogeneity(p. 41)
• Perishability(p. 44)
• Summary(p. 52)
• Chapter 3 An Overview of the Services Sector(p. 55)
• What Is The Service Economy?(p. 57)
• Service Classification Schemes: What Can Service Industries Learn From One Another?(p. 64)
• Service Economy Growth: Key Influences and Concerns(p. 68)
• Predicted Keys of Success Within The Service Sector(p. 75)
• Summary(p. 77)
• Chapter 4 The Consumer Decision Process in Services Marketing(p. 80)
• The Consumer Decision Process: An Overview(p. 82)
• Special Considerations Pertaining to Services(p. 91)
• Summary(p. 102)
• Chapter 5 Ethical Issues in Services Marketing(p. 105)
• What Are Ethics?(p. 107)
• The Opportunity For Ethical Misconduct In Services Marketing(p. 109)
• Methods For Ethical Decision Making(p. 113)
• Issues That Create Ethical Conflict(p. 115)
• Factors That Influence Ethical Decision Making(p. 119)
• The Effects of Ethical Misconduct(p. 124)
• Controlling Ethical Decision Making(p. 125)
• Summary(p. 127)
• Part 2 Service Strategy: Managing the Service Experience(p. 131)
• Chapter 6 Service Delivery Process(p. 132)
• Stages of Operational Competitiveness(p. 135)
• Marketing And Operations: Balance Is Critical(p. 136)
• In A Perfect World, Service Firms Would Be Efficient(p. 141)
• Applying The Efficiency Models To Service Firms(p. 143)
• The Art Of Blueprinting(p. 150)
• Summary(p. 162)
• Chapter 7 The Pricing of Services(p. 165)
• Perception Of Value(p. 168)
• Special Considerations Of Service Pricing(p. 169)
• Emerging Service Pricing Strategies(p. 186)
• Summary(p. 189)
• Chapter 8 Developing the Service Communications Mix(p. 192)
• Developing A Communications Strategy: The Basics(p. 194)
• The Communications Mix As It Relates To Consumer Behavior Considerations(p. 203)
• Special Problems Of The Service Communications Mix(p. 206)
• General Guidelines For Developing Service Communications(p. 210)
• Special Considerations Of Professional Service Providers(p. 214)
• Communications Tips For Professionals(p. 216)
• Summary(p. 220)
• Chapter 9 Managing the Firm's Physical Evidence(p. 222)
• The Strategic Role Of Physical Evidence(p. 225)
• The Development of Servicescapes(p. 231)
• Specific Tactics For Creating Service Atmospheres(p. 238)
• Design Considerations For High-Versus Low-Customer-Contact Service Firms(p. 246)
• Summary(p. 248)
• Chapter 10 People Issues: Managing Service Employees(p. 251)
• The Importance Of Service Personnel(p. 254)
• Service Personnel As Boundary Spanners(p. 256)
• The Importance of Human Resources For Service Firms(p. 262)
• Pulling It All Together(p. 270)
• Summary(p. 272)
• Chapter 11 People Issues: Managing Service Customers(p. 276)
• Managing Customer Participation(p. 278)
• Managing Consumer Waits(p. 282)
• Managing Uncooperative Customers(p. 286)
• Customer Relationship Management-An Introduction(p. 291)
• Summary(p. 295)
• Part 3 Assessing and Improving Service Delivery(p. 299)
• Chapter 12 Defining and Measuring Customer Satisfaction(p. 300)
• The Importance Of Customer Satisfaction(p. 303)
• What Is Customer Satisfaction/Dissatisfaction(p. 304)
• The Benefits Of Customer Satisfaction(p. 306)
• Measuring Customer Satisfaction(p. 307)
• Understanding Customer Satisfaction Ratings(p. 309)
• Are Customer Satisfaction Surveys Worth It?(p. 314)
• Customer Satisfaction: How Good Is Good Enough?(p. 315)
• Does Customer Satisfaction Translate Into Customer Retention?(p. 317)
• Customer Satisfaction: A Closer Look(p. 320)
• Summary(p. 327)
• Chapter 13 Defining and Measuring Service Quality(p. 330)
• What Is Service Quality?(p. 333)
• The Difference In Quality Perspectives Between Goods And Services(p. 333)
• Diagnosing Failure Gaps In Service Quality(p. 334)
• Measuring Service Quality: Servqual(p. 341)
• Servqual: Some Final Thoughts(p. 348)
• Service Quality Information Systems(p. 349)
• Summary(p. 356)
• Chapter 14 Service Failures and Recovery Strategies(p. 359)
• Types of Service Failures(p. 361)
• Customer Complaining Behavior(p. 366)
• The Art Of Service Recovery(p. 370)
• Evaluating Recovery Efforts: Perceived Justice(p. 373)
• Service Failure And Recovery Analysis: A Restaurant Industry Example(p. 374)
• Summary(p. 383)
• Chapter 15 Customer Retention(p. 388)
• What Is Customer Retention?(p. 390)
• The Benefits Of Customer Retention(p. 395)
• Customer Retention Tactics(p. 398)
• Emerging Customer Retention Programs(p. 403)
• Defection Management(p. 410)
• Summary(p. 415)
• Chapter 16 Putting the Pieces Together: Creating the Seamless Service Firm(p. 418)
• The Historical Weakness Of Marketing In Service Firms(p. 421)
• Moving Beyond Departmentalization And Functionalization: The Three-Tiered Model Of Service Firm(p. 425)
• Building The Service Logic Through Cultural Change(p. 432)
• The Tactical Questions Relating To Seamlessness: Conducting A Service Audit(p. 437)
• Summary(p. 442)
• Part 4 Cases(p. 445)
• Case 1 Emmy's and Maddy's First Service Encounter(p. 446)
• Case 2 Managing the Service Experience: "Police Gas Mile High Fans"(p. 455)
• Case 3 The New York City Arboretum(p. 458)
• Case 4 Airlines Attempting to Get a "Leg Up" On the Competition(p. 468)
• Case 5 The Case Of Jim Bakker and PTL(p. 471)
• Case 6 For Innovative Service, Run For the Boarder(p. 474)
• Case 7 Westin Hotels in Asia: Global Distribution(p. 476)
• Case 8 The Proud Sponsors of ..." Prometrix, Inc.(p. 482)
• Case 9 Electronic Banking Services: High-Tech, Low Touch?(p. 499)
• Case 10 O'Keefe Associates(p. 506)
• Case 11 Passenger Induced Turbulence(p. 518)
• Case 12 Measuring Customer Satisfaction: The FedEx Approach(p. 520)
• Case 13 Roscoe Nondestructive Testing(p. 522)
• Case 14 Is This Any Way to Run an Airline?(p. 530)
• Case 15 The Optical Shop(p. 535)
• Case 16 Primula Parkroyal Hotel: Positioning & Managing for Turnaround(p. 550)
• Glossary(p. 563)
• Index(p. 577)