Services marketing : a European perspective

목차 (Table of Contents)

• CONTENTS
• Preface = ⅸ
• About the authors and contributors = xiii
• PART Ⅰ Understanding services = 1
• 1 Distinctive aspects of service management = 3
• 2 Customer involvement in service processes = 27
• 3 Managing service encounters = 45
• Readings
• From scientific management to service management : a management perspective for the age of service competition / Christian Gr$$\ddot o$$nroos = 66
• Critical service encounters : the employee's viewpoint / Mary Jo Bitner ; Bernard H. Booms ; Lois A. Mohr = 78
• Cases
• Publicis Technology : advertising services in cyberspace = 95
• Sullivan's Motor World = 98
• Euro Disney : an American in Paris = 103
• PART Ⅱ Understanding customers and managing relationships = 119
• 4 Customer behaviour in service settings = 121
• 5 Positioning a service in the marketplace = 145
• 6 Targeting customers, managing relationships and building loyalty = 168
• 7 Complaint handling and service recovery = 193
• Readings
• The best shopping trip? How Tesco keeps the customer satisfied / Tim Mason = 213
• Consumer behaviour and services : a review / Mark Gabbott ; Gillian Hogg = 219
• Service positioning through structural change / G. Lynn Shostack = 229
• Listening to the customer : the concept of a service-quality information system / Leonard L. Berry ; A. Parasuraman = 241
• Cases
• Four customers in search of solutions = 254
• Mr Mahaleel goes to London = 255
• Singapore Airlines = 257
• Citibank Greece : the Tao of consumer banking = 269
• BT : telephone account management = 276
• PART Ⅲ lStrategic issues in services marketing = 289
• 8 Creating services and adding value = 291
• 9 Designing service delivery systems = 321
• 10 Pricing services = 343
• 11 Communicating to customers : education and promotion = 369
• Readings
• Redefining value / Sandra Vandermevwe = 393
• Key concepts for new service development / Bo Edvardsson ; Jan Olsson = 396
• Why cross-selling hasn't worked / David H. Moister = 413
• Making business sense of the internet / Shikhar Ghosh = 416
• Cases
• Menton Bank = 426
• Crosse & Whitewall : cross-selling professional services = 431
• SKF Bearings series : market orientation through services = 436
• Royal Automobile Club : repositioning a service brand = 444
• Hewlett-Packard : distributing services through multi-channels = 454
• Lausanne Tourist Office and Convention Bureau = 466
• PART Ⅳ Integrating marketing with other management functions = 479
• 12 Enhancing value by improving quality and productivity = 481
• 13 Balancing demand and capacity = 511
• 14 Managing customer-contact personnel = 542
• 15 Organizing for service leadership = 564
• 16 Developing strategies for transnational operations = 585
• Readings
• Measuring your marketing success / David H. Maister = 611
• Intra-organizational aspects of service quality management : the employees' perspective / Barbara R. Lewis ; Gard O. S. Gabrielsen = 616
• Altering the way the company really works / Sandra Vandermerwe = 635
• Putting the service-profit chain to work / James L. Heskett ; Thomas 0. Jones ; Gary W. Lovemanm ; W. Earl Sasser, Jr ; Leonard A. Schlesinger = 638
• Cases
• Red Lobster = 649
• Peters & Champlain = 651
• The Russian Foundation for Social and Health Assistance : society as customer = 656
• First Direct : branchless banking = 663
• Federal Express : quality improvement programme = 686
• Index = 701