ISE Services Marketing: Integrating Customer Focus Across the Firm

Höfundar: Valarie Zeithaml; Mary Jo Bitner; Dwayne Gremler (Útgáfa: 8)
ISE Services Marketing: Integrating Customer Focus Across the Firm

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Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. • Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.

• New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing. • New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. • McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

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Útgefandi
McGraw-Hill Higher Education (International)
ISBN
9781266378911
Print ISBN
9781266287152
Format
ePub
Útgáfa
8
Höfundar
Valarie Zeithaml; Mary Jo Bitner; Dwayne Gremler
Tungumál
English
Útgefið
2023-01-06
Prent takmörkun á líftíma
100

Kaflar

  • Cover
  • Title Page
  • Copyright Page
  • Dedication
  • About the Authors
  • Preface
  • Acknowledgments
  • Connect
  • Brief Contents
  • Detailed Contents
  • List of Boxes
  • Part 1: Foundations for Service Marketing
  • Chapter 1: Introduction to Services
  • What are Services?
  • Service Industries, Service as a Product, Customer Service, and Derived Service
  • Tangibility Spectrum
  • Trends in the Service Sector
  • Why Service Marketing?
  • Service-Based Economies
  • Service as a Business Imperative in Goods-Focused Businesses
  • Deregulated Industries and Professional Service Needs
  • Service Marketing Is Different
  • Service Equals Profits
  • But “Service Stinks”
  • Strategy Insight: Competing Strategically through Service
  • Service and Technology
  • Technology-Based Service Offerings
  • New Ways to Deliver Service
  • Global Feature: The Impact of COVID-19 on Service Industries
  • Technology Spotlight: The Changing Face of Customer Service
  • Enabling Both Customers and Employees
  • Extending the Global Reach of Services
  • The Internet Is a Service
  • The Paradoxes and Dark Side of Technology and Service
  • Characteristics of Services
  • Intangibility
  • Heterogeneity
  • Simultaneous Production and Consumption
  • Perishability
  • Search, Experience, and Credence Qualities
  • Challenges for Service Marketers
  • Service Marketing Mix
  • Traditional Marketing Mix—the 4 Ps
  • Expanded Marketing Mix for Services—the 7 Ps
  • Staying Focused on the Customer
  • Exhibit 1.1: Southwest Airlines: Aligning People, Processes, and Physical Evidence
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 2: Conceptual Framework of the Book: The Gaps Model of Service Quality
  • The Customer Gap
  • The Provider Gaps
  • Provider Gap 1: the Listening Gap
  • Provider Gap 2: the Service Design and Standards Gap
  • Provider Gap 3: the Service Performance Gap
  • Global Feature: How IKEA Explores Customer Needs and Expectations to Begin Closing the Gaps
  • Provider Gap 4: the Communication Gap
  • Technology Spotlight: Technology’s Critical Impact on the Gaps Model of Service Quality
  • Putting It All Together: Closing the Gaps
  • Strategy Insight: Using the Gaps Model to Assess and Manage an Organization’s Service Quality
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Part 2: Focus on the Customer
  • Chapter 3: Customer Expectations of Service
  • Service Expectations
  • Types of Expectations
  • The Zone of Tolerance
  • Global Feature: Culture and Customer Expectations
  • Factors that Influence Customer Expectations of Service
  • Sources of Desired Service Expectations
  • Sources of Adequate Service Expectations
  • Sources of Both Desired and Predicted Service Expectations
  • Issues Involving Customers’ Service Expectations
  • What Does a Service Marketer Do if Customer Expectations Are “Unrealistic”?
  • Technology Spotlight: Exploring Customer Expectations of Service Robots
  • Strategy Insight: How Service Marketers Can Influence Customers’ Expectations
  • Exhibit 3.1: Service Customers Want the Basics
  • Should a Company Try to Delight the Customer?
  • How Does a Company Exceed Customer Service Expectations?
  • Do Customers’ Service Expectations Continually Escalate?
  • How Does a Service Company Stay Ahead of Competition in Meeting Customer Expectations?
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 4: Customer Perceptions of Service
  • Customer Perceptions
  • Satisfaction versus Service Quality
  • Transaction-Specific versus Cumulative Customer Perceptions
  • Customer Satisfaction
  • What Is Customer Satisfaction?
  • What Determines Customer Satisfaction?
  • National Customer Satisfaction Indexes
  • The American Customer Satisfaction Index
  • Outcomes of Customer Satisfaction
  • Global Feature: Comparing Customer Perceptions of Service Across Cultures
  • Service Quality
  • Service Quality Dimensions
  • E-Service Quality
  • Service Encounters: The Building Blocks for Customer Perceptions
  • Service Encounters or Moments of Truth
  • The Importance of Service Encounters
  • Exhibit 4.1: Customer Effort and Convenience as Drivers of Customer Loyalty
  • Types of Service Encounters
  • Strategy Insight: Customer Satisfaction and the Bottom Line
  • Sources of Pleasure and Displeasure in Service Encounters
  • Technology Spotlight: Customers Love Amazon
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Part 3: Understanding Customer Requirements
  • Chapter 5: Listening to Customers through Research
  • Using Customer Research to Understand Customer Expectations
  • Research Objectives for Services
  • Criteria for an Effective Service Research Program
  • Exhibit 5.1: Elements in an Effective Customer Research Program for Services
  • Elements in an Effective Service Marketing Research Program
  • Complaint Solicitation
  • Critical Incident Studies
  • Technology Spotlight: Frontiers of Customer Research
  • Requirements Research
  • Relationship and SERVQUAL Surveys
  • Trailer Calls or Posttransaction Surveys
  • Exhibit 5.2: SERVQUAL: A Multidimensional Scale to Capture Customer Perceptions and Expectations of Service Quality
  • Service Expectation Meetings and Reviews
  • Process Checkpoint Evaluations
  • Market-Oriented Ethnography
  • Mystery Shopping
  • Customer Panels
  • Lost Customer Research
  • Future Expectations Research
  • Analyzing and Interpreting Customer Research Findings
  • Customer Journey and Experience Maps to Depict Research Insights
  • Importance/Performance Matrices
  • Strategy Insight: Big Data, Data Brokers, and Surveillance Economies
  • Using Marketing Research Information
  • Global Feature: Listening to Global Customers in Cross-Cultural Research
  • Upward Communication
  • Objectives for Upward Communication
  • Research for Upward Communication
  • Exhibit 5.3: Elements in an Effective Program of Upward Communication
  • Benefits of Upward Communication
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 6: Managing Customer Relationships
  • Relationship Marketing
  • The Evolution of Customer Relationships
  • Exhibit 6.1: A Typology of Exchange Relationships
  • The Goal of Relationship Marketing
  • Technology Spotlight: State-of-the-Art Customer Information Systems Help Hilton Enhance Its Customer Relationship Management
  • Benefits for Customers and Firms
  • Relationship Value of Customers
  • Exhibit 6.2: Calculating the Relationship Value of an Intuit Customer
  • Customer Profitability Segments
  • Profitability Tiers—the Customer Pyramid
  • The Customer’s View of Profitability Tiers
  • Making Business Decisions Using Profitability Tiers
  • Relationship Development Strategies
  • Overall Evaluation of the Core Service
  • Switching Barriers as Drivers of Customer Loyalty
  • Relationship Bonds as Drivers of Customer Loyalty
  • Relationship Challenges
  • The Customer Is Not Always Right
  • Global Feature: Developing Loyal Customers at Airbnb
  • Ending Business Relationships
  • Strategy Insight: “The Customer Is Always Right”: Rethinking an Old Tenet
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 7: Service Recovery
  • The Impact of Service Failure and Recovery
  • Service Recovery Effects
  • Exhibit 7.1: The Service Recovery Paradox
  • How Customers Respond to Service Failures
  • Why People Do (and Do Not) Complain
  • Types of Customer Complaint Actions
  • Exhibit 7.2: The Internet Spreads the Story of Poor Service Recovery: “United Breaks Guitars”
  • Strategy Insight: How to Better Detect and Prevent Social Media Firestorms
  • Service Recovery Strategies: (1) Fix the Customer
  • Exhibit 7.3: Service Hero Stories
  • Respond Quickly
  • Provide Appropriate Communication
  • Technology Spotlight: Cisco Systems—Customers Recover for Themselves
  • Treat Customers Fairly
  • Exhibit 7.4: Three Types of Fairness Customers Assess in Service Recovery
  • Global Feature: Service Recovery across Cultures
  • Cultivate Relationships with Customers
  • Service Recovery Strategies: (2) Fix the Underlying Problem(s)
  • Encourage and Track Complaints
  • Learn from Recovery Experiences
  • Learn from Lost Customers
  • Make the Service Fail-Safe—Do It Right the First Time!
  • Service Recovery Strategies: (3) Offer a Service Guarantee
  • Characteristics of Effective Guarantees
  • Exhibit 7.5: H&R Block: We Guarantee Your Maximum Refund. And So Much More
  • Types of Service Guarantees
  • Benefits of Service Guarantees
  • When to Use (or Not Use) a Guarantee
  • Exhibit 7.6: Questions to Consider in Implementing a Service Guarantee
  • Switching Versus Staying Following Service Recovery
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Part 4: Aligning Service Design and Standards
  • Chapter 8: Service Innovation and Design
  • Challenges of Service Innovation and Design
  • Important Considerations for Service Innovation
  • Involve Customers and Employees
  • Global Feature: The Global Service Innovation Imperative
  • Employ Service Design Thinking and Techniques
  • Types of Service Innovation
  • Technology Spotlight: Facebook: A Radical Service Innovation
  • Service Offering Innovation
  • Innovating around Customer Roles
  • Innovation through Service Solutions
  • Service Innovation through Interconnected Products
  • Exhibit 8.1: Pills with Sensors Track Drug Usage by Patients
  • Stages in Service Innovation and Development
  • Phase 1: Front-End Planning
  • Strategy Insight: Strategic Growth through Services
  • Phase 2: Implementation
  • Exhibit 8.2: Service Innovation at the Mayo Clinic
  • Service Blueprinting: A Technique for Service Innovation and Design
  • What Is a Service Blueprint?
  • Blueprint Components
  • Service Blueprint Examples
  • Blueprints for Technology-Delivered Self-Service
  • Reading and Using Service Blueprints
  • Building a Blueprint
  • Exhibit 8.3: Blueprinting in Action at ARAMARK Parks and Destinations
  • Exhibit 8.4: Frequently Asked Questions about Service Blueprinting
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 9: Customer-Defined Service Standards
  • Factors Necessary for Appropriate Service Standards
  • Standardization of Service Behaviors and Actions
  • Strategy Insight: Strategies for Improving Healthcare Experiences: Standards for Customer Service
  • Formal Service Targets and Goals
  • customer-, Not Company-, Defined Standards
  • Technology Spotlight: Using Big Data and AI to Manage Service Standards and Improve Customer Experiences
  • Types of Customer-Defined Service Standards
  • Hard Customer-Defined Standards
  • Exhibit 9.1: Examples of Hard Customer-Defined Standards
  • Soft Customer-Defined Standards
  • Global Feature: International Standards and Global Service Management
  • One-Time Fixes
  • Exhibit 9.2: Examples of Soft Customer-Defined Standards
  • Development of Customer-Defined Service Standards
  • Turning Customer Requirements into Specific Behaviors and Actions
  • Developing Service Performance Indexes
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 10: Physical Evidence and the Servicescape
  • Physical Evidence
  • What Is Physical Evidence?
  • Technology Spotlight: Virtual Servicescapes: Experiencing Services through the Internet and other Technologies
  • How Does Physical Evidence Affect the Customer Experience?
  • Types of Servicescapes
  • Dimension 1: Servicescape Usage
  • Dimension 2: Servicescape Complexity
  • Strategic Roles of the Servicescape
  • Package
  • Facilitator
  • Socializer
  • Differentiator
  • Strategy Insight: Strategic Positioning through Architectural Design
  • Framework for Understanding Servicescape Effects on Behavior
  • Exhibit 10.1: Servicescapes and Well-Being in Healthcare
  • The Underlying Framework
  • Behaviors in the Servicescape
  • Internal Responses to the Servicescape
  • Exhibit 10.2: Social Support in “Third Places”
  • Environmental Dimensions of the Servicescape
  • Exhibit 10.3: Designing the Mayo Clinic Hospital
  • Global Feature: McDonald’s Adapts Servicescapes to Fit the Culture
  • Guidelines for Physical Evidence Strategy
  • Recognize the Strategic Impact of Physical Evidence
  • Blueprint the Physical Evidence of Service
  • Clarify Strategic Roles of the Servicescape
  • Assess and Identify Physical Evidence Opportunities
  • Update and Modernize the Evidence
  • Work Cross-Functionally
  • Consider Implications of the COVID-19 Pandemic
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Part 5: Delivering and Performing Service
  • Chapter 11: Employees’ Roles in Service
  • Service Culture
  • Exhibiting Service Leadership
  • Developing a Service Culture
  • Global Feature: How Well Does a Company’s Service Culture Travel?
  • Transporting a Service Culture
  • The Critical Role of Service Employees
  • Service Employees and the Service Marketing Triangle
  • Employee Satisfaction Is Linked to Customer Satisfaction and Profits
  • The Effect of Employee Behaviors on Service Quality Dimensions
  • Boundary-Spanning Roles
  • Emotional Labor
  • Sources of Conflict in Boundary Spanning Roles
  • Strategy Insight: Strategies for Managing Emotional Labor
  • Quality/Productivity Trade-Offs
  • Strategies for Delivering Service Quality Through People
  • (1) Hire the Right People
  • Exhibit 11.1: Google Quickly Becomes a Preferred Employer in Its Industry
  • (2) Develop People to Deliver Service Quality
  • Exhibit 11.2: Potential Benefits and Costs of Empowerment
  • (3) Provide Needed Support Systems
  • Technology Spotlight: How Technology Is Helping Employees Serve Customers More Effectively and Efficiently
  • (4) Retain the Best People
  • Exhibit 11.3: COVID-19 and the “Great Resignation” of Service Workers
  • Customer-Oriented Service Delivery
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 12: Customers’ Roles in Service
  • The Importance of Customers in Service Cocreation
  • Customers Themselves
  • Strategy Insight: Customer Cocreation of Value: An Important Strategy Frontier
  • Exhibit 12.1: Client Cocreation of Value in Business-to-Business Services
  • Fellow Customers
  • Customers’ Roles
  • Customers as Productive Resources
  • Customers as Contributors to Quality, Satisfaction, and Value
  • Exhibit 12.2: Illustrating the Importance of Customer Participation for Service Quality and Satisfaction: Which Customer (A or B) Will Be Most Satisfied?
  • Global Feature: At Sweden’s IKEA, Customers around the World Cocreate Customized Value
  • Customers as Competitors
  • Self-Service Technologies—The Ultimate Customer Participation
  • A Proliferation of SSTs
  • Customer Usage of SSTs
  • Success with SSTs
  • Strategies for Enhancing Customer Participation
  • Define Customers’ Roles
  • Recruit, Educate, and Reward Customers
  • Technology Spotlight: Technology Facilitates Customer Participation in Healthcare
  • Exhibit 12.3: Weight Watchers Educates and Orients New Members
  • Compatibility Management: Managing the Customer Mix
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 13: Managing Demand and Capacity
  • The Underlying Issue: Lack of Inventory Capability
  • Capacity Constraints
  • Time, Labor, Equipment, and Facilities
  • Optimal versus Maximum Use of Capacity
  • Demand Patterns
  • The Charting of Demand Patterns
  • Predictable Cycles
  • Random Demand Fluctuations
  • Demand Patterns by Market Segment
  • Strategies for Matching Capacity and Demand
  • Strategy 1: Shifting Demand to Match Capacity
  • Global Feature: Cemex Creatively Manages Chaotic Demand for Its Services
  • Strategy 2: Adjusting Capacity to Meet Demand
  • Combining Demand and Capacity Strategies
  • Strategy Insight: Combining Demand (Marketing) and Capacity (Operations) Strategies to Increase Profits
  • Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation, and Financial Return
  • Implementing a Yield Management System
  • Exhibit 13.1: Simple Yield Calculations: Examples from Hotel and Legal Services
  • Technology Spotlight: Information and Technology Drive Yield Management Systems
  • Challenges and Risks in Using Yield Management
  • Waiting Line Strategies: When Demand and Capacity Cannot be Matched
  • Exhibit 13.2: Overflow in the ED: Managing Capacity Constraints and Excess Demand in Hospital Emergency Departments
  • Employ Operational Logic
  • Establish a Reservation Process
  • Differentiate Waiting Customers
  • Make Waiting More Pleasurable
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Part 6: Managing Service Promises
  • Chapter 14: Integrated Service Marketing Communications
  • The Need for Coordination in Marketing Communication
  • Key Service Communication Challenges
  • Challenge #1: Addressing Service Intangibility
  • Challenge #2: Managing Service Promises
  • Challenge #3: Managing Customer Expectations
  • Exhibit 14.1: Service Advertising Strategies Matched with Properties of Intangibility
  • Challenge #4: Managing Customer Education
  • Challenge #5: Managing Internal Marketing Communication
  • Five Categories of Strategies to Match Service Promises with Delivery
  • Strategies to Address Service Intangibility
  • Strategies to Manage Service Promises
  • Strategy Insight: The Rise of Service Marketing through Social Media Influencers
  • Global Feature: From Virgin Atlantic to Virgin Galactic: Taking Service Branding to Outer Space
  • Technology Spotlight: Internet Expert Mary Meeker Predicts What Companies Most Need to Know
  • Strategies to Manage Customer Expectations
  • Strategies to Manage Customer Education
  • Strategies to Manage Internal Marketing Communication
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 15: Pricing of Services
  • Three Key Ways that Service Prices are Different for Customers
  • Customer Knowledge of Service Prices
  • Exhibit 15.1: What Do You Know about the Prices of Services?
  • The Role of Nonmonetary Costs
  • Price as an Indicator of Service Quality
  • Approaches to Pricing Services
  • Cost-Based Pricing
  • Competition-Based Pricing
  • Strategy Insight: Pricing Variation in Airlines Offers Strategic Opportunities
  • Demand-Based Pricing
  • Global Feature: Unique Tipping and Pricing Practices around the World
  • Technology Spotlight: Dynamic Pricing on the Internet Allows Price Adjustments Based on Supply and Demand
  • Pricing Strategies That Link to the Four Value Definitions
  • Pricing Strategies When the Customer Means “Value Is Low Price”
  • Exhibit 15.2: Pricing for Customer-Perceived Value with Modular Service Pricing, Service Tiering, and Personalized Pricing
  • Pricing Strategies When the Customer Means “Value Is Everything I Want in a Service”
  • Pricing Strategies When the Customer Means “Value Is the Quality I Get for the Price I Pay”
  • Pricing Strategies When the Customer Means “Value Is All That I Get for All That I Give”
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Part 7: Service Trends: AI, Robotics, and the Bottom Line
  • Chapter 16 Artificial Intelligence and Robotics in Service
  • Fundamental Types of AI in the Service Process: Mechanical, Thinking, and Feeling AI
  • Leveraging Mechanical AI for Service Delivery
  • Leveraging Thinking AI for Service Creation
  • Leveraging Feeling AI for Service Interactions
  • Types of AI-Enabled Service Encounters 
  • Incorporating Robotics into Customer Service
  • Employee and Firm Characteristics
  • Robot Characteristics
  • The Nature of Human–Robot Interactions
  • Customer Characteristics and Their Acceptance of Robots
  • Global Feature: Robot Acceptance around the World
  • Service Robotics and the Gaps Model of Service Quality
  • Strategy Insight: Insights and Trends from the Service Robotics Industry
  • Monitoring Potentially Detrimental Consequences of AI in Service
  • Technology Spotlight: Future Technologies Will Continue to Change Services
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Chapter 17: The Financial and Economic Impact of Service
  • Service and Profitability: The Direct Relationship
  • Offensive Marketing Effects of Service: Attracting More and Better Customers
  • Exhibit 17.1: Customer Satisfaction, Service Quality, and Firm Performance
  • Defensive Marketing Effects of Service: Customer Retention
  • Lower Costs
  • Volume of Purchases
  • Price Premium
  • Word-of-Mouth Communication
  • Exhibit 17.2: Word-of-Mouth Communication and Customer Measurement: The Net Promoter Score
  • Exhibit 17.3: Service Quality and the Economic Worth of Customers: Businesses Still Need to Know More
  • Customer Perceptions of Service Quality and Purchase Intentions
  • The Key Drivers of Service Quality, Customer Retention, and Profits
  • Effective Nonfinancial Performance Measurements
  • Strategy Insight: Customer Equity and Return on Marketing: Metrics to Match a Strategic Customer-Centered View of the Firm
  • Technology Spotlight: Cost-Effective Service Excellence through Technology
  • Global Feature: Customer Satisfaction and Customer Lifetime Value Worldwide
  • Summary
  • Discussion Questions
  • Exercises
  • Notes
  • Index