服务市场营销 英文版PDF|Epub|txt|kindle电子书版本网盘下载

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PART 0NE1

Introduction1

1. INTRODUCTION TO SERVICES3

What Are Services?5

Tangibility Spectrum5

Trends in the Service Sector6

Why Services Marketing?7

A Service-based Economy8

Service as a Business Imperative in Manufacturing10

Deregulated Industries and Professional Service Needs11

New Technologies Spawn Need for Service Concepts11

Services Marketing Is Different12

Technology Spotlight: New Technology-Based Services Require Customer Education: The Case of Caller Identification13

Myths about Services13

Myth 1: A Service Economy Produces Services at the Expense Of Other Sectors13

Myth 2: Service Jobs Are low Paying and Menial14

Myth 3: Service Production Is Labor Intensive and Low in Productivity15

Myth 4: The Growth of Government Is the Reason We Are a Service Economy16

Myth 5: Service Is a Necessary Evil for Manufacturing Firms16

Myth 6: Managing Services Is Just Like Managing Manufacturing Businesses16

Differences in Goods versus Services Marketing18

Intangibility19

Heterogeneity20

Simultaneous Production and Consumption20

Perishability21

Challenges and Questions for Service Marketers21

The Services Marketing Triangle22

The Services Marketing Mix23

Traditional Marketing Mix23

Expanded Mir for Services26

Summary27

Discussion Questions28

Exercises28

Notes29

2. KEY COMPETITIVE TRENDS AND CONCEPTUAL FRAMEWORKOF THE BOOK30

Competitive Trends for the 1990s and Beyond31

Customer Satisfaction and Customer Focus31

Value32

Total Quality Management ahd Service Quality33

Emphasis on Service as a Key Differentiator in Manufacturing Finns34

New Measurement Systems that Link Customer Satisfaction with Financial Goals and Operational Measurements34

Emerging Technology35

Internationalization of Services36

Technology Spotlight: Virtual Reality36

The Gaps Model of Service Quality37

The Customer Gap: The Difference between Customer Perceptions and Expectations37

Provider GAP 1: Not Knowing What Customers Expect38

Provider GAP 2. Not Selecting the Right Service Designs Standards40

Provider GAP 3: Not Delivering to Service Standards43

Provider GAP 4. Not Matching Performance to Promises45

Putting It All Together: Closing the Gaps47

Summary and Conclusion50

Discussion Questions50

Exercises50

Notes51

PART TWO53

Focus on the Customer53

3. CONSUMER BEHAVIOR IN SERVICES55

Services: Search versus Experience versus Credence Properties?57

Services: Categories in the Decision-making Process and Framework of the Chapter60

Information Search60

Technology Spotlight: Consumer Resistance to Changing Technology:Voice Mail63

Evaluation of Service Alternatives63

Service Purchase and Consumption66

Post-purchase Evaluation69

Summary and Conclusion72

Discussion Questions72

Exercises73

Notes73

4. CUSTOMER EXPECTAIONS OF SERVICE75

Meaning and Types of Service Expectations77

Expected Service: Two Levels of Expectations77

The Zone of Tolerance79

Factors That Influence Customer82

Expectations of Service82

Sources of Desired Service Expectations82

Sources of Adequate Service Expectations84

Techology Spotlight: Information Technology and Reengineering Combine to Change Customer Expectations of Service87

Service Encounter Expectations versus Overall Service Expectations88

Sources of Both Desired and Predicted Service Expectations88

A Model of Customer Service Expectations90

The Customer Gap Revised: Service Superiority versus Service Adequacy91

Current Issues Involving Customer Service Expectations93

What Does a Services Marketer Do if Customer Expectations Are "Unrealistic"?94

How Does a Company Exceed Customer Service Expctations?96

Do Customer Service Expectations Continually Escalate?97

How Does a Service Company Stay Ahead of Competition in Meeting Customer Expectations?97

Summary99

Discussion Questions99

Exercises100

Notes100

5. CUSTOMER PERCEPTIONS OF SERVICE102

Factors That Influence Customer Perceptions of Service104

Service Encounters, or "Moments of Truth"105

The Evidence of Service113

Image114

Technology Spotlight: Capturing Customer Perceptions in Real Time116

Price116

How Are Customer Perceptions Organized?116

Service Quality117

Customer Satisfaction123

Perceived Value124

Perceptions of Service for Different Units of Analysis(UOA)124

Strategies for Influencing Customer Perceptions125

Aim for Customer Satisfaction in Every Service Encounter126

Manage the Evidence of Service to Reinforce Perceptions127

Communicate Realistically and Use Customer Experiences to Reinforce Images127

Use Price to Enhance Customer Perceptions of Quality and Value128

Summary128

Discussion Questions129

Exercises130

Notes130

PART THREE133

Listening to Customer Reguirements133

6. UNDERSTANDING CUSTOMER EXPECTAIONS THROUGH MARKETING RESEARCH135

Using Marketing Research to Understand Customer Expectations137

Stage 1: Define the Problem and Research Objectives138

Stage 2: Develop a Services Measurement Strategy142

Stage 3: Implement the Research Program143

Technology Spotlight: How Technology Improves the Practice of Marketing Research148

Stage 4: Collect and Tabulate the Data154

Stage 5: Analyze and Interpret the Findings154

Stage 6: Report the Findings155

Use of Marketing Research Information159

Upward Communication161

Objectives for Upward Communication162

Research for Upward Communication162

Summary165

Discussion Questions165

Exercises166

Notes166

7. BUILDING CUSTOMER RELATIONSHIPS THROUGH SEGMENTATION AND RETENTION STRATEGIES169

Relationship Marketing171

Goals of Relationship Marketing172

Benefits of Customer Retention173

The Customer Isn't Always Right178

The Foundation for Relationships:Market Segmentation180

Process for Market Segmentation and Targeting in Services181

Individualized Service: Segments of One187

Technology Spotlight:Customer Information Systems Allow Mass Customization of Services188

Retention Strategies189

Monitor Relationships189

Three Levels of Retention Strategies190

Recovery--Retaining Customers When Things Go Wrong193

Customer Appreciation195

Summary196

Discussion Questions196

Exercises197

Notes197

PART FOUR201

Aligning Strategy, Service Design, and Standards201

8. CUSTOMER-DEFINED SERVICE STANDARDS203

Main Factors Leading to Provider GAP2205

Inadequate Standardization of Service Behaviors and Actions205

Absence of Formal Goal Setting207

Lack of Customer-defined Standards208

Customer-Defined Service Standards209

"Hard" Customer-defined Standards209

"Soft" Customer-defined Standards210

One-Time Fixes213

Building Blocks: The Service Encounter Sequence215

Expressing Customer Requirements as Specific Behaviors and Actions218

Measurements of Behaviors and Actions220

Process for Developing Customer-Defined Standards222

Technology Spotlight: The Role of Information Technology in Customer-Defined Standards222

Step 1: Identify Existing or Desired Service Encounter Sequence223

Step 2: Translate Customer Expectations into Behaviors and Actions for Each Service223

Step 3: Select Behaviors and Actions for Standards224

Step 4: Decide Whether Hard or Soft Standards Are Appropriate226

Step 5. Develop Feedback Mechanisms for Measurement to Standards227

Step 6: Establish Measures and Target Levels230

Step 7: Track Measures against Standards232

SteP 8: Provide Feedback about Performance to Employees232

Step 9: Periodically Update Target Levels and Measures232

Service Performance Indices233

Summary235

Discussion Questions236

Exercises236

Notes237

9. LEADERSHIP AND MEASUREMENT SYSTEMS FOR MARKET-DRIVEN SERVICE PERFORMANCE238

Key Reasons for GAP2240

Inadequate Sevice Leadership240

Not Recognizing that Quality Service Is a Profit Strategy240

Imbalanced Performance Scorecard242

Service Leadership242

A Leader Creates a Service Vision243

A Leader Implements the Service Vision245

The Challenge of Middle Management251

Service Quality as a Profit Strategy252

The Role of Service Quality in Offensive Marketing：Attracting More and Better Customers252

The Role of Service Quality in Defensive Marketing: Retaining Customers254

The Balanced Performance Scorecard256

Technology Spotlight: Implementing a Balanced Scorecard in Health Care257

Financial Measurement257

Customer Perception Measurement258

Operational Measurement258

Innovation and Learning Measurement258

Summary259

Discussion Questions259

Exercises260

Notes260

10. SERVICE DESIGN AND POSITIONING263

Challenges of Service Design and Positioning265

New Service DeveloPment267

Types of New Services268

Stages in New Services Development269

Technology Spotlight: Technology Revolutionizes Service Offerings270

Use of a Formal New Service Development Model by service Firms275

Service Blueprinting277

What Is a Service Blueprint?277

Service Blueprint Examples280

Reading and Using Servive Blueprints282

Building a Blueprint285

Service Positioning286

Positioning Dimensions288

Positioning on the Five Dimensions of service Quality288

Positioning on Service Evidence291

Summary293

Discussion Questions295

Exercises296

Notes296

PART FIVE299

Delivering and Performing Service299

11. EMPLOYEES' ROLES IN SERVICE DELIVERY301

The Critical Importance of Service Employees303

Employee Satisfaction-Customer Satisfaction304

Service Quality Dimensions Are Driven by Employee Behaviors306

Boundary-Spanning Roles307

Emotional Labor307

Sources of Conflict308

Quality/Productivity Trade-offs310

Strategies for Closing GAP3311

Technology Spotlight: Imaging System Increases Productivity and Customer Service311

Hire the Right People313

Develop People to Deliver Service Quality316

Provide Needed Support Systems322

Retain the Best People325

Service Culture328

Summary329

Discussion Questions330

Exercises331

Notes331

12. DELIVERING SERVICE THROUGH INTERMEDIARIES334

Intermediaries and the GAPs Model337

Reasons for GAP3 Involving Intermediaries338

Key Intermediaries for Service Delivery340

Franchising340

Agents and Brokers348

Electronic Channels351

Technology Spotlight: Ticketless Air Travel355

Strategies for Effective Service Delivery through Intermediaries356

Control Strategies357

Empowerment Strategies357

Partnering Strategies359

Summary359

Discussion Questions360

Exercises360

Notes361

13. CUSTOMERS' ROLES IN SERVICE DELIVERY363

The Importance of Customers in Service Delivery366

Customer Receiving the Service367

Other Customers367

Customers' Roles368

Customers as Productive Resources368

Customers as Contributors to Service Quality Value, and Satisfaction370

Customers as Competitors372

Strategies for Enhancing Customer Participation373

Define Customers'Jobs373

Technology Spotlight: At Charles Schwab Investors Watch the Market Themselves376

Recruit, Educate. and Reward Customers378

Manage tbe Customer Mix382

Summary384

Discussion Questions384

Exercises385

Notes385

14. MANAGING DEMAND AND CAPACITY387

The Underlying Issue: Lack of Inventory Capability389

Understanding Capacity Constraints392

Time, Labor,Equipment, Facilities392

Optimal versus Maximal Use of Capacity393

Understanding Demand Patterns394

Charting Demand Patterns394

Predictable Cycles394

Random Demand Fluctuations395

Demand Patterns by Market Segment395

Strategies for Matching Capacity and Demand396

Shifting Demand to Match Capacity396

Flexing Capacity to Meet Demand399

Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation,and Financial Return401

Challenges and Risks in Using Yield Management403

Technology Spotlight: Shippers Turn to Computer Technology to Assist with Yield Management403

Waiting Line Strategies: When Demand and Capacity Cannot Be Aligned404

Employ Operational Logic405

Establish a Reservation Process406

Differentiate Waiting Customers407

Make Waiting Fun, or at Least Tolerable408

Summary410

Discussion Questions411

Exercises412

Notes412

15. INTERNATIONAL SERVICES MARKETING414

Challenges in the Global Market417

Legal Barriers to Services Marketing417

Cultural Barriers to Services Marketing419

Technology Spotlight:Internationalizing the Airwaves424

Opportunities in International Services425

U.S. Exports of Services426

Free Trade Agreements426

Opportunities in International Markets430

Selling Services Internationally the Easy Way, at Home430

Trade Creates Service Demand431

Data on International Services434

Pursuing and Managing Opportunities for International Services434

Adapting the Service Itself434

Adapting Promotion and Distribution435

Adapting Entry Modes437

Adapting Communication438

Adapting Work Force Management440

Adapting Marketing Research Internationally441

Summary442

Discussion Questions442

Exercises443

Notes443

PART SIX447

Managing Service Promises447

16. THE ROLE OF ADVERTISING,PERSONAL SELLING, AND OTHER COMMUNICATION449

Key Reasons for GAP 4 Involving Communication452

Inadequate Management of Service Promises452

Overpromising in Advertising and Personal Selling453

Inadequate Customer Education454

Inadequate Horizontal Communications455

Differences in Policies and Procedures across Distribution Outlets456

Four Categories of Strategies to Match Service Promises with Delivery456

Managing Service Promises457

Resetting Customer Expectations462

Improving Customer Education465

Managing Horizontal Communications468

Exceeding Customer Expectations:Caveats and Strategies472

DemonStrate Understanding of Customer Expectations474

Leverage the Delivery Dimensions475

Exceed Expectations of Selected Customers476

Underpromise and Overdeliver478

Position Unusual Service as Unique, Not the standard478

Summary478

Discussion Questions479

Exercises479

Notes479

17. PRICING OF SERVICES482

The Role of Price and Value in Provider GAP4484

Three Key Ways Service Prices Are Different for Consumers485

Customer Knowledge of Service Prices485

The Role of Nonmonetary Costs489

Price as an Indicator of Service Quality490

Approaches to Pricing Services491

Cost-based Pricing491

Competition-based Pricing494

Technology Spotlight: On-Line Legal Fees4955

Demand-based Pricing496

Summary513

Discussion Questions513

Exercises514

Notes514

18. THE PHYSICAL EVIDENCE OF SERVICE516

Physical Evidence-What Is It?519

Types of Servicescapes521

Servicescape Use521

Complexity of the Servicescape523

Typology Implications523

Roles of the Servicescape524

Package524

Facilitator524

Socializer525

Differentiator526

Framework for Understanding Servicescape EffeCts on Behavior526

The Underlying Framework526

Behaviors in the Servicescape527

Internal Responses to the Servicesape530

Internal Response Moderators533

Environmental Dimensions of the Servicescape534

Approaches for Understanding Servicescape Effects537

Environment Surveys538

Direct Observation538

Experiments540

Technology Spotlight: Virtual Reality:541

Simulating Service Environments541

Photographic Blueprints542

Guidelines for Physical Evidence Strategy542

Recognize the Strategic Impact of Physical Evidence543

Map the Physical Evidence of Service543

Clarify Roles of the Servicescape543

Assess and Identify Physical Evidence Opportunities544

Be Prepared to Update and Modernize the Evidence544

Work Cross-functionally544

Summary545

Discussion Questions546

Exercises547

Notes547

CASES550

Case 1 The Chartered Bank of Canada550

Case 2 Roscoe Nondestructive Testing (A)561

Case 3 The Launch of Classic FM569

Case 4 Cedarbrae Volkswagen-Quality of Service584

Case 5 Baxter Healthcare Corporation,Shared Services(A)611

Case 6 Shouldice Hospital Limited620

Case 7 AT(T(A):Focusing the Services Salesforce on Customers)647

AT＆T(C): Employees as Customers659

Case 8 Wolf Fenner(A): Pan-Europeanizing Service Quality666

Case 9 Getting the Bugs Out682

INDEX691