Managing services marketing : text and readings

목차 (Table of Contents)

• CONTENTS
• PART ONE The Basic Building Blocks = 2
• Chapter 1 The Service Revolution = 5
• The Service Economy = 6
• Service at the Firm Level = 8
• What Is a Service? = 9
• Classification of Services = 10
• The Basic Model = 12
• Services Cannot Be Inventoried = 12
• Services in Action 1.1 Rainforest Cafe = 13
• Services Are Time Dependent = 14
• Services Are Place Dependent = 15
• Consumers Are Always Involved in the Factory = 15
• Changes in the Factory Mean Changes in Consumer Behavior = 15
• Services in Action 1.2 Domino's Pizza = 16
• Changes in the Benefit Concept Mean Changes in the Factory = 17
• Everyone and Everything That Comes into Contact with the Consumer Is Delivering the Service = 17
• Contact Persons Are Products = 18
• Services Cannot Be Quality Controlled at the Factory Gate = 18
• A Different Concept of Marketing as an Organizational Function = 19
• Sequence of the Book = 19
• Part Ⅰ The Basic Building Blocks = 19
• Part Ⅱ Configuring the Service Firm = 20
• Part Ⅲ Competing as a Service Firm = 21
• Notes = 21
• Chapter 2 Understanding the Service Consumer = 23
• Chapter Overview = 24
• The Three-Stage Model of Services Consumer Behavior = 24
• The Prepurchase Stage = 24
• The Consumption Stage = 25
• Postpurchase Evaluation = 25
• Services in Action 2.1 Riverside Methodist Hospital = 29
• Models of Consumers' Decision-Making Processes = 29
• The Consumer as a Risk Taker = 30
• Risk Reduction Strategies for Consumer Services = 31
• Services in Action 2.2 Fidelity Investments = 32
• Risk Reduction Strategies for Industrial and Professional Services = 32
• The Consumer as a Rational Mathematician = 33
• Shortcomings of the Multiattribute Model for Services = 35
• Relating Customer Attributes to Managerial Actions = 36
• The Consumer as a Searcher for Control = 36
• The Consumer as an Actor within a Script = 39
• Services in Action 2.3 Safeway = 42
• The Consumer as a Partial Employee = 42
• Consumer Behavior and Management Decisions = 43
• Questions = 43
• Notes = 44
• Chapter 3 Understanding the Service Operation = 45
• Chapter Overview = 46
• Services in Action 3.1 Arby's = 47
• Prerequisites for Manufacturing Efficiency = 48
• Alternative Strategies for Achieving Manufacturing Efficiency = 49
• Applying the Efficiency Model to Services = 49
• Potential Solutions to Service Operations Problems = 50
• Isolating the Technical Core and Minimizing the Servuction System = 51
• The Operations Perspective = 51
• The Marketing Perspective = 53
• Production-Lining the Whole System = 53
• Creating Flexible Capacity = 54
• The Operations Perspective = 54
• The Marketing Perspective = 54
• Increasing Customer Participation = 55
• Moving the Time of Demand to Fit Capacity = 55
• Summary : The Marketing／Operations Interdependence = 55
• Questions = 56
• Notes = 56
• Chapter 4 Understanding the Service Worker = 58
• Chapter Overview = 59
• The Importance of Contact Personnel = 59
• The Boundary-Spanning Role = 62
• Role Stress in Boundary-Spanning Roles = 63
• Sources of Conflict in Boundary-Spanning Roles = 64
• Services in Action 4.1 Holding It for Eight Hours = 65
• The Fight for Control = 66
• The Implications of Role Stress for Boundary-Spanning Personnel = 66
• Services in Action 4.2 Holding It for Fight Hours(Ⅱ) = 67
• Managing the Customer-Contact Personnel Interface = 68
• Summary : People as the Product = 69
• Questions = 69
• Notes = 70
• Article 1.1
• A Test of Services Marketing Theory : Consumer Information Acquisition Activities / Keith B. Murray = 71
• Article 1.2
• Critical Service Encounters : The Employee's Viewpoint / Mary Jo Bitner ; Bernard H. Booms ; Lois A. Mohr = 88
• Article 1.3
• Managing Multiple Demands : A Role-Theory Examination of the Behaviors of Customer Contact Service Workers / Kristopher A. Weatherly ; David A. Tansik = 102
• PART TWO Configuring the Service Firm = 114
• Chapter 5 The Service Operation = 118
• Chapter Overview = 119
• The Four Stages of a Service Firm's Operational Competitiveness = 119
• Stage 1 Available for Service = 119
• Stage 2 Journeyman = 120
• Stage 3 Distinctive Competence Achieved = 120
• Stage 4 World-Class Service Delivery = 120
• The Manufacturing Strategy Paradigm Applied to Service = 121
• Baselining Performance = 121
• Setting Priorities and Achieving Coherence = 121
• Services in Action 5.1 Citicorp = 122
• Services in Action 5.2 The Chubb Group of Insurance Companies = 125
• Designing the Interactive Process = 126
• The Service Operations Manager's Perspective = 126
• The Service Marketing Manager's Perspective = 127
• Using Flowcharts to Identify the Servuction Process = 128
• Services in Action 5.3 Lands' End = 129
• A Marketing or an Operations Flowchart? = 129
• Flowcharting for New Product Development = 131
• Services in Action 5.4 Intercontinental Florist = 133
• Process Reengineering and Service Businesses = 133
• Summary = 134
• Questions = 134
• Notes = 134
• Chapter 6 The Physical Setting = 135
• Chapter Overview = 136
• Physical Setting and Different Types of Service Delivery = 136
• Physical Evidence and Operational Efficiency = 137
• Socializing Employees and Customers = 137
• Physical Setting as a Source of Differentiation = 138
• Individuals' Responses to Physical Settings = 138
• Services in Action 6.1 Surreal but So Real = 139
• The Mehrabian-Russell Model = 139
• The Servicescapes Model = 140
• Services in Action 6.2 Restaurants Tell All about Their Food = 146
• Crowding, Capacity, and Control = 146
• Waiting in Line Blues = 147
• Questions = 148
• Notes = 148
• Chapter 7 The Service Employees = 150
• Chapter Overview = 151
• Human Resources Policies and the Customer = 151
• Human Resources Policies and Climate or Culture = 152
• Services in Action 7.1 Pre-Opening Training at the Sheraton Palace Hotel = 153
• Creating the Right Type of Organization = 153
• Services in Action 7.2 Taco Bell Recruitment and Empowerment = 154
• Empowerment and Enfranchisement = 154
• Making Empowerment Work = 155
• Services in Action 7.3 Disney World = 157
• Making Enfranchisement Work = 158
• When to Empower and Enfranchise = 158
• Services in Action 7.4 Enfranchisement at Fairfield Inns = 159
• Implications for Marketing = 160
• Reducing Role Stress with Marketing = 160
• Services in Transition = 161
• Services in Action 7.5 Northwest Airlines : The Turnaround Bill Arrives = 162
• Questions = 162
• Notes = 162
• Chapter 8 Communications Strategy = 164
• Chapter Overview = 165
• Setting Communications Strategy for Services = 165
• Defining the Target Audience for Service Communication = 165
• Advertising to Employees = 166
• Setting Communications Objectives for Services = 167
• Services in Action 8.1 Influencing the Preconsumption Choice Process : NASDAQ International = 168
• Services in Action 8.2 Teaching the Consumer the Script : Wendy's Hamburgers = 170
• Communications to Influence Choice or Evaluations? = 171
• Dividing the Communications Objectives and Target Audiences among the Channels = 171
• Capabilities of Different Channels = 171
• Understanding Consumer Information Acquisition = 172
• General Guidelines for Communications Messages = 173
• Promise What Is Possible = 173
• Tangibilize the Intangible = 173
• Feature the Working Relationship between Customer and Provider = 174
• Reduce Consumer Fears about Variation in Performance = 174
• Determine and Focus on Relevant Service Quality Dimensions = 174
• Putting the Communications Mix Together = 175
• Questions = 175
• Notes = 176
• Chapter 9 Service Pricing Policy = 177
• Chapter Overview = 178
• Time-Dependent Capacity and Its Impact on Pricing = 178
• The Nature of Service Costs = 179
• The Nature of Service Demand = 180
• Price Discrimination arid lime-Based Pricing = 180
• Discrimination by Time of Usage = 181
• Discrimination by Time of Reservation or Ticket Purchase = 181
• Services in Action 9.1 Sealink Cross-Channel Ferries = 182
• Services in Action 9.2 The Parker House = 184
• Multiple Services and Price Bundling = 184
• Introducing Nonmonetary Costs into the Analysis = 186
• Questions = 188
• Notes = 188
• Article 2.1
• The Influence of Store Environment on Quality Inferences and Store Image / Julie Baker ; Dhruv Grewal ; A. Parasuraman = 189
• Article 2.2
• What to Tell Customers in Waits of Different Lengths : An Integrative Model of Service Evaluation / Michael K. Hui ; David K. Tse = 202
• Article 2.3
• The Effects of Filled Waiting Time and Service Provider Control over the Delay on Evaluations of Service / Shirley Taylor = 214
• Article 2.4
• The Management of Customer-Contact Service Employees : An Empirical Investigation / Michael D. Hartline ; O. C. Ferrell = 226
• Article 2.5
• Going to Extremes : Managing Service Encounters and Assessing Provider Performance / Linda L. Price ;. Eric J. Arnould ; Patrick Tierney = 249
• Article 2.6
• A Comparison of Advertising Content : Business to Business versus Consumer Services / L. W. Turley ; Scott W. Kelley = 267
• PART THREE Competing as a Service Firm = 276
• Chapter 10 Competing as a Service Firm : Genetic Competitive Strategies = 279
• Chapter Overview = 280
• Competing for a Basic Formula = 280
• Basic Competitive Choices = 281
• Competing for Reach = 282
• Services in Action 10.1 The Club Mediteran$$e'$$e of the Ski Slopes = 283
• Competing for Geography = 283
• Services in Action 10.2 Never Mind the Ugly Americans = 284
• Franchising and the Competition for Geography = 284
• Internationalization = 285
• Services in Action 10.3 BanPonce Group = 286
• Competing for Market Share = 286
• Multiserx-ice Strategy = 286
• Multiservice Strategy = 287
• Dangers of Loss of Focus = 287
• Multiservice／Multisegment Firms = 287
• Services in Action 10.4 Delta Express, or "Delta Distress"? = 288
• Multisite／Multisegment Firms = 288
• Refocusing the Service Firm = 289
• Competing for Loyalty = 289
• Cost of New versus Old Customers = 289
• Service Satisfaction System = 290
• Service Recovery System = 290
• Customer Retention and Quality System = 290
• Questions = 291
• Notes = 291
• Chapter 11 Customer Satisfaction System = 292
• Chapter Overview = 293
• Justification for Customer Satisfaction = 293
• Cost of New versus Old Customers = 293
• Competitive Demand for Satisfaction = 294
• The Life Cycle Value of Customers = 295
• Operationalizing Customer Satisfaction = 296
• Calculating the Return from an Investment in Customer Satisfaction = 296
• Measuring Customer Satisfaction = 297
• Understanding Customer Satisfaction Ratings = 299
• Services in Action 11.1 Measuring Customer Satisfaction in the United States = 301
• Services in Action 11.2 Measuring Service Quality : Federal Express = 303
• Building a Satisfaction Information System = 304
• Services in Action 11.3 The Marriott Customer Satisfaction Survey = 305
• Questions = 309
• Notes = 309
• Chapter 12 Service Recovery = 310
• Chapter Overview = 311
• Service Failures = 311
• Customer Complaining Behavior = 313
• Value of Complaining Custormers = 314
• Service Recovery Strategies = 316
• Actively Encouraging Complaints = 316
• Listening to Complaints = 316
• Implementing Service Recovery Strategies = 317
• Measure the Costs = 318
• Anticipate Needs for Recovery = 318
• Respond Quickly = 318
• Define Recovery Strategies = 319
• Train Employees = 322
• Empower the Front Line = 322
• Questions = 322
• Notes = 322
• Chapter 13 The Customer Retention System = 324
• Chapter Overview = 325
• Why Are Loyal Customers Valuable to Service Business? = 325
• Cost Savings = 326
• Services in Action 13.1 The Profitability of Customer Retention Efforts at MBNA = 326
• Profits from Referrals = 326
• Customer Retention System Components = 327
• Pricing for Loyalty = 328
• Creating Individual-Level Consumer Franchises = 329
• Combining Loyalty Pricing and One-to-One Marketing = 330
• Defection Management = 331
• Zero Defects versus Zero Defections = 331
• Importance of Defection Management = 331
• Defection Management Process = 332
• Services in Action 13.2 Southwestern Bell Volunteer Ambassador Program = 333
• Service Guarantees = 333
• Characteristics of Successful Guarantees = 334
• Services in Action 13.3 The Hampton Inns' Unconditional Service Guarantee = 335
• Questions = 336
• Notes = 336
• Chapter 14 Competing as a Service Firm : Service Quality = 338
• Chapter Overview = 339
• Introduction to Service Quality = 339
• What Is Service Quality? = 340
• Diagnosing Service Quality Failures = 340
• Services in Action 14.1 Montgomery County, Ohio = 341
• Consumer Expectation versus Management Perception = 341
• Management Perception versus Quality Specifications = 342
• Service Quality Specifications versus Service Delivery = 343
• Service Delivery versus External Communication = 344
• Setting and Improving Service Standards = 345
• An Appropriate Quality Logic = 346
• Measuring Service Quality : The SERVQUAL System = 347
• Services in Action 14.2 Parkview Episcopal Medical Center = 351
• Creating a Quality Culture = 351
• Questions = 353
• Notes = 353
• Chapter 15 Competing as a Service Firm : Building a Customer-Focused Service Organization = 354
• Chapter Overview = 355
• The Historical Weakness of Marketing in Service Firms = 355
• The Technology Matrix = 355
• The Evolutionary Place of Marketing = 357
• Services in Action 15.1 La Quinta Motor Inns = 358
• The Need for More Customer Orientation = 359
• Building Customer Orientation in Service Firms = 359
• Changing Culture through Structure = 360
• Services in Action 15.2 Dunfey Hotels = 361
• Changing Culture through Systems = 362
• Changing Culture through People = 362
• Changing Culture Directly = 362
• Summary = 363
• Questions = 364
• Notes = 364
• Article 3.1 Developing Global Strategies for Service Businesses / Christopher H. Lovelock ; George S. Yip = 365
• Article 3.2 Customer Satisfaction Fables / Dawn Iacobucci ; Kent Grayson ; Amy Ostrom = 379
• Article 3.3 The American Customer Satisfaction Index : Nature, Purpose, and Findings / Claes Fornell ; Michael D. Johnson ; Eugene W. Anderson ; Jaesung Cha ; Barbara Everitt Bryant = 383
• Article 3.4 Customer Evaluations of Service Complaint Experiences : Implications for Relationship Marketing / Stephen S. Tax ; Stephen W. Brown ; Murali Chandrashekaran = 397
• Article 3.5 Do Customer Loyalty Programs Really Work? / Grahame R. Dowling ; Mark Uncles = 416
• Article 3.6 Customer Switching Behavior in Service Industries : An Exploratory Study / Susan M. Keaveney = 427
• Article 3.7 Measuring Service Quality : A Reexamination and Extension / J. Joseph Cronin, Jr. ; Steven A. Taylor = 441
• Article 3.8 Research Note : Improving the Measurement of Service Quality / Tom J. Brown, Gilbert A. Churchill, Jr. ; J. Paul Peter = 455
• Index = 463