Services marketing an interactive approach
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| Vorheriger Titel: | Fisk, Raymond P. Interactive services marketing |
|---|---|
| Hauptverfasser: | , , |
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
[s.l.]
South-Western Cengage Learning
2014
|
| Ausgabe: | 4. ed., [international ed.] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 008 | 130211s2014 xx ad|| |||| 00||| eng d | ||
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| 100 | 1 | |a Fisk, Raymond P. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Services marketing |b an interactive approach |c Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| 250 | |a 4. ed., [international ed.] | ||
| 264 | 1 | |a [s.l.] |b South-Western Cengage Learning |c 2014 | |
| 300 | |a XXIII, 261 S. |b Ill., graph. Darst. |c 25 cm | ||
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| 653 | |a Service industries / Marketing | ||
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| 700 | 1 | |a John, Joby |e Verfasser |4 aut | |
| 780 | 0 | 0 | |i Früher u.d.T. |a Fisk, Raymond P. |t Interactive services marketing |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025721523&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-025721523 | |
Datensatz im Suchindex
| _version_ | 1819701557274345472 |
|---|---|
| adam_text | Titel: Services marketing
Autor: Fisk, Raymond P
Jahr: 2014
CONTENTS
Preface xix
PART ONE Foundations of Services Marketing 2
VIGNETTE: Apple Designs Elegant Service Experiences 3
Chapter 1 Understanding Services Marketing 6
DEFINITION OF SERVICES 7
HOW DOES SERVICES MARKETING DIFFER FROM PHYSICAL GOODS
MARKETING? 8
CHARACTERISTICS OF SERVICES 9
Intangibility 9
Inseparability 10
Variability 11
Perishability 11
Rental/Access 11
CLASSIFICATIONS OF SERVICES 12
Classifications Based on Services Fields 13
Classifications Based on Services Customers 13
Lovelock s Classification 14
The Services Marketing Triangle 15
OVERVIEW OF BOOK 16
Summary and Conclusion 17
Exercises 18
Internet Exercise 18
References 18
SPOTLIGHT 1.1 Service in Human History 7
SPOTLIGHT 1.2 Peace of Mind for You and Your Pets 12
SPOTLIGHT 1.3 Zappos: A Customer Service Champion 14
Chapter 2 Frameworks for Managing the Customer s Experience 20
COMPONENTS OF THE SERVICE EXPERIENCE 21
FRAMING THE SERVICE EXPERIENCE 23
The Services Marketing Mix 23
The Servuction Framework 25
COMPARING SERVICE EXPERIENCE FRAMEWORKS 28
RAISING THE CURTAIN ON SERVICES THEATER 30
Summary and Conclusion 32
Exercises 32
Internet Exercise 32
References 32
SPOTLIGHT 2.1 It Used to Be Easier 22
SPOTLIGHT 2.2 Call-a-Bike: The Invisible System Makes This Service Possible 27
SPOTLIGHT 2.3 The Magic Castle: A Unique Service Experience 29
Chapter 3 Plugging Into the Information Age 34
SERVICES AND THE INFORMATION AGE 35
Technology in the Core Service 36
Technology as a Supplementary Service Support Tool 37
ENABLING THE INTERACTIVE EXPERIENCE 37
Empowering Employees Through Technology 39
Empowering the Customer 40
CURATING CUSTOMER INFORMATION 41
COPING WITH NEGATIVE IMPACTS OF SERVICES TECHNOLOGY 42
CHALLENGES OF USING TECHNOLOGY TO MANAGE CUSTOMER
INTERFACES 42
Weak Links in Technological Customer Interfaces 42
Steps for Improving the Technology of Customer Interfaces 44
Summary and Conclusion 44
Exercises 45
Internet Exercise 45
References 45
SPOTLIGHT 3.1 TED: Ideas Worth Spreading 35
SPOTLIGHT 3.2 Facebook Becomes the Largest Social Gathering Place
in the World 38
SPOTLIGHT 3.3 Privacy Is in Danger 41
PART TWO Creating the Interactive Experience 46
VIGNETTE: Louvre Museum 47
Chapter 4 Planning and Producing the Service Performance 48
THE SERVICE PERFORMANCE 49
SUPPLEMENTING THE BASIC SERVICE PERFORMANCE 50
DIFFERENTIATING THE SERVICE PERFORMANCE 52
CUSTOMIZING THE SERVICE PERFORMANCE 54
SCRIPTING THE SERVICE PERFORMANCE 57
BLUEPRINTING THE SERVICE PERFORMANCE 59
THE INTERNET AND SERVICE PERFORMANCES 61
THE EMOTIONAL SIDE OF SERVICES 61
Summary and Conclusion 62
Exercises 62
Internet Exercise 63
References 63
SPOTLIGHT 4.1 Your Smartphone Is a Mobile Cash Register 52
SPOTLIGHT 4.2 The Self-Service Economy 53
SPOTLIGHT 4.3 Theater Training for Medical Doctors 56
Chapter 5 Designing the Service Setting 64
WHAT IS A SERVICE SETTING? 65
KEY CONSIDERATIONS IN DESIGNING THE SERVICE SETTING 66
The Duration of the Service Setting 66
Service Setting as an Operational Tool 66
Service Setting as a Service Identifier 66
Service Setting as an Orientation Tool 67
The Appeal of the Service Setting 69
Service Setting as the Workers Home Away from Home 69
THE SERVICE SETTING AS A MARKETING TOOL 70
Managing Tangible Evidence 71
Frontstage Versus Backstage Decisions 73
Experimenting with the Service Setting 74
E-SERVICESCAPE AS A SERVICE SETTING 74
Summary and Conclusion 75
Exercises 76
Internet Exercise 76
References 76
SPOTLIGHT 5.1 Minimundus—Die Kleine Welt am Worthersee
(The Little World on Lake Worth) 67
SPOTLIGHT 5.2 Blue Rock Studio: A Special Venue for Live Music 70
SPOTLIGHT 5.3 Rooms with Thrones Are Service Settings 72
Chapter 6 Leveraging the People Factor 77
SERVICE EMPLOYEES AND THEIR BEHAVIOR 78
Why Are Service Employees So Important? 78
Are All Service Employees Equally Important? 79
Which Are More Important: Technical Skills or Social Skills? 80
Ensuring Service Employee Excellence 81
Addressing Employee Poor Performance 83
EMPOWERING SERVICE EMPLOYEES 84
Benefits of Empowerment 84
Costs of Empowerment 85
THE NEED FOR SERVICE IMPROVISATION 87
THE EMOTIONAL SIDE OF SERVICES 88
COSTUMING SERVICE EMPLOYEES 88
MAXIMIZING SERVICE EMPLOYEE PRODUCTIVITY 90
Summary and Conclusion 93
Exercises 93
Internet Exercise 93
References 94
SPOTLIGHT 6.1 Soft Skills to the Rescue 82
SPOTLIGHT 6.2 Keeping the Workforce Energized at a Low Cost 83
SPOTLIGHT 6.3 What Service Organizations Can Learn from Stanislavsky 87
SPOTLIGHT 6.4 This Service Goes to the Dogs 92
Chapter 7 Managing the Customer Mix 95
SERVICE CUSTOMERS AND THEIR BEHAVIOR 95
CUSTOMER-TO-CUSTOMER INTERACTIONS 97
CUSTOMER-TO-EMPLOYEE INTERACTIONS 99
Friendly Interactions 99
Unfriendly Interactions 99
Too Friendly Interactions 99
SELECTING AND TRAINING CUSTOMERS 100
Customer Training Guidelines 100
Customer Training Tools 102
MANAGING CUSTOMER RAGE 105
Summary and Conclusion 107
Exercises 108
Internet Exercise 108
References 108
SPOTLIGHT 7.1 Mardi Gras: New Orleans Knows How to Laissez le Bon
Temps Rouler 97
SPOTLIGHT 7.2 Seatmates from Hell 98
SPOTLIGHT 7.3 Customers Behaving Badly 106
PART THREE Promising the Interactive Service Experience 110
VIGNETTE: The Broadmoor Hotel: Where Excellence and Value Meet 111
Chapter 8 Setting a Price for the Service Rendered 112
WHY DO SERVICE PRICES VARY? 113
YIELD MANAGEMENT IN SERVICES 114
PRICING OBJECTIVES AND APPROACHES 116
THE RELATIONSHIP BETWEEN SERVICE PRICE AND VALUE 117
CALCULATING SERVICE COSTS 118
PRICE BUNDLING 120
ADDITIONAL PRICING CONSIDERATIONS 123
Summary and Conclusion 124
Exercises 125
Internet Exercise 125
References 125
SPOTLIGHT 8.1 If Airlines Sold Paint 115
SPOTLIGHT 8.2 Price Unbundling: Creative but Annoying Airline Fees 119
SPOTLIGHT 8.3 What Is a Picture Worth? 124
Chapter 9 Promoting the Interactive Service Experience 126
SERVICES AND INTEGRATED MARKETING COMMUNICATIONS 126
MARKETING COMMUNICATIONS AND SERVICES 128
THE PROMOTIONAL MIX 130
Advertising 130
Sales Promotions 131
Personal Selling 131
Publicity and Public Relations 132
ADVERTISING THE SERVICE 132
Advertising Objectives 132
Guidelines for Advertising Services 133
Enhancing the Vividness of Services Advertising 136
SALES PROMOTIONS AND SERVICES 137
PERSONAL SELLING AND SERVICES 139
PUBLICITY AND SERVICES 140
PROMOTING SERVICES ON THE INTERNET 141
Summary and Conclusion 142
Exercises 142
Internet Exercise 143
References 143
SPOTLIGHT 9.1 You Want Fries with That? 131
SPOTLIGHT 9.2 Sleepy Bear Redux 133
SPOTLIGHT 9.3 Humorous Service Organization Slogans 134
SPOTLIGHT 9.4 ... Would You Like to Supersize That? 140
PART FOUR Delivering and Ensuring a Successful Customer
Experience 144
VIGNETTE: Shoppertainment : Creating and Delivering the Customer Experience 145
Chapter 10 Building Customer Loyalty Through Service Quality 146
WHAT IS SERVICE QUALITY? 148
HOW CUSTOMERS EVALUATE SERVICE QUALITY 151
WHY AND WHEN TO GUARANTEE A SERVICE 156
WHAT MAKES AN EXTRAORDINARY SERVICE GUARANTEE? 157
HOW TO DESIGN A SERVICE GUARANTEE 157
Summary and Conclusion 158
Exercises 158
Internet Exercise 159
References 159
SPOTLIGHT 10.1 Ritz-Carlton Hotels: Two-Time Malcolm Baldrige National
Quality Award Winner 150
SPOTLIGHT 10.2 Barcodes in Health Care Reduces Human Error
in Medications 154
SPOTLIGHT 10.3 Quality Improvement by Rating Child Care Services 155
Chapter 11 Regaining Customer Confidence Through Customer Service
and Service Recovery 160
CUSTOMER SERVICE 160
CUSTOMER SERVICE AS A STRATEGIC FUNCTION 161
Customer Service as an Information Resource 161
Customer Service as an Input for Service Design Improvements 162
Customer Service as an Opportunity to Enhance Customer Relationships 162
DEVELOPING A CUSTOMER SERVICE CULTURE 163
THE NEED FOR SERVICE RECOVERY 165
The High Cost of Lost Customers 165
When Is Service Recovery Needed? 167
Other Means of Identifying Recovery Needs 168
STEPS TO SERVICE RECOVERY 169
Apology 169
Urgent Reinstatement 170
Empathy 170
Symbolic Atonement 170
Follow-Up 171
HIDDEN BENEFITS OF SERVICE RECOVERY 171
Summary and Conclusion 172
Exercises 172
Internet Exercise 173
References 173
SPOTLIGHT 11.1 Planning for Customer Service: Improvisation Training
at Aer Arann 163
SPOTLIGHT 11.2 An Airline Passenger s Nightmare 166
SPOTLIGHT 11.3 The Consumerist Is Where Shoppers Bite Back 167
Chapter 12 Researching Service Success and Failure 174
WHY IS RESEARCHING SERVICE SUCCESS AND FAILURE NECESSARY? 174
WHY IS SERVICE SUCCESS SO DIFFICULT TO ACHIEVE? 175
RESEARCH METHODS FOR SERVICES 176
Observational Techniques 176
Mystery Shopping 179
Employee Reports 180
Survey Methods 180
Focus Groups 180
Experimental Field-Testing 180
The Critical Incident Technique 181
Moment of Truth Impact Analysis 184
CREATING A SERVICE QUALITY INFORMATION SYSTEM 185
What to Measure 186
What to Do with the Information 187
Summary and Conclusion 188
Exercises 188
Internet Exercise 188
References 189
SPOTLIGHT 12.1 The Internet and Your Privacy 178
SPOTLIGHT 12.2 Health Care Taps Mystery Shoppers : To Improve Service,
Hospitals and Doctors Hire Spies to Pose as Patients and
Report Back 179
SPOTLIGHT 12.3 The Bizrate Smiley Scale 181
SPOTLIGHT 12.4 Survey Fatigue 185
PART FIVE Management Issues in Services Marketing 190
VIGNETTE: IBM Wants You to Live on a Smarter Planet 191
Chapter 13 Developing Marketing Strategies for Services 192
OVERVIEW OF MARKETING STRATEGY IN SERVICE ORGANIZATIONS 192
SCANNING THE ENVIRONMENT 194
Economic and Competitive Environment 197
Ethical and Legal Environment 197
Social, Cultural, and Demographic Environment 199
Technology Environment 199
PLANNING THE SERVICES MARKETING STRATEGY 200
Planning the Strategy 200
Designing the Strategy 201
Implementing the Strategy 201
Controlling the Strategy 202
POSITIONING AND SERVICE SEGMENTATION 202
MARKETING MIX STRATEGY 204
STRATEGIC CHALLENGES FOR SERVICES 205
Leadership 205
Employees 205
Customers 206
Performance 207
Demand 207
Setting 207
Service Quality 207
SERVICE STRATEGIES FOR COMPETITIVE ADVANTAGE 208
Surpass Your Competition 208
Dramatize Your Performance 208
Build Relationships 209
Harness Technology 209
Jazz Your Delivery 209
Summary and Conclusion 210
Exercises 210
Internet Exercise 211
References 211
SPOTLIGHT 13.1 Green Marketing Issues in the Service Sector 198
SPOTLIGHT 13.2 Strategy Gaming for Cities: IBM s CityOne 200
SPOTLIGHT 13.3 Serving the Needs of Women Travelers 203
Chapter 14 Coping with Fluctuating Demand for Services 212
WHY IS SERVICES DEMAND A PROBLEM? 213
THE NATURE OF SERVICE DEMAND 213
CHASING DEMAND WITH SERVICE CAPACITY 216
SMOOTHING DEMAND TO FILL SERVICE CAPACITY 219
MAXIMUM VERSUS OPTIMUM CAPACITY 222
Summary and Conclusion 224
Exercises 225
Internet Exercise 226
References 226
SPOTLIGHT 14.1 Italians Love for August Vacations Poses Challenges
to Visitors 214
SPOTLIGHT 14.2 The Peachtree Road Race: Atlanta Puts Its Best Foot
Forward 218
SPOTLIGHT 14.3 Funeral Homes Become Lively 220
Chapter 15 Thinking Globally: It s a Small World After All 227
SERVICES AND CULTURE 228
Cultural Orientation Toward Nature 229
Cultural Orientation Toward Activities 229
Cultural Orientation Toward Time 229
Cultural Orientation Toward Others 229
GLOBAL TRADE IN SERVICES 230
Outbound Service Export: Send the Service Provider to the Foreign
Market 231
Inbound Service Export: Bring the Foreign Customer to the Service
Provider 232
Teleservice Export: Deliver the Service to Foreign Markets Electronically 232
ENTRY STRATEGIES FOR GLOBAL SERVICE MARKETS 233
Foreign Direct Investment 233
Franchising 233
Joint Ventures 234
STANDARDIZATION VERSUS ADAPTATION OF GLOBAL SERVICES 234
Standardization 236
Adaptation 236
MULTILINGUAL SERVICE SYSTEMS 237
TECHNOLOGY AND GLOBAL SERVICES 238
Summary and Conclusion 239
Exercises 240
Internet Exercise 240
References 240
SPOTLIGHT 15.1 The Arab Spring Changes Government Services
in the Middle East 228
SPOTLIGHT 15.2 Globalism and Financial Services 230
SPOTLIGHT 15.3 Offshoring Services in India 233
SPOTLIGHT 15.4 Burger King Worldwide 236
SPOTLIGHT 15.5 The Olympics: The Most International Service 239
APPENDIX: CAREERS IN SERVICES 242
GLOSSARY 250
NAME INDEX 253
ORGANIZATION INDEX 254
SUBJECT INDEX 256
|
| any_adam_object | 1 |
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| author_facet | Fisk, Raymond P. Grove, Stephen J John, Joby |
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| id | DE-604.BV040741600 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T03:07:33Z |
| institution | BVB |
| isbn | 9781285193908 1285193903 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025721523 |
| oclc_num | 844029113 |
| open_access_boolean | |
| owner | DE-522 DE-1050 DE-573 |
| owner_facet | DE-522 DE-1050 DE-573 |
| physical | XXIII, 261 S. Ill., graph. Darst. 25 cm |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | South-Western Cengage Learning |
| record_format | marc |
| spellingShingle | Fisk, Raymond P. Grove, Stephen J John, Joby Services marketing an interactive approach Marketing (DE-588)4037589-4 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4012181-1 |
| title | Services marketing an interactive approach |
| title_auth | Services marketing an interactive approach |
| title_exact_search | Services marketing an interactive approach |
| title_full | Services marketing an interactive approach Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| title_fullStr | Services marketing an interactive approach Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| title_full_unstemmed | Services marketing an interactive approach Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| title_old | Fisk, Raymond P. Interactive services marketing |
| title_short | Services marketing |
| title_sort | services marketing an interactive approach |
| title_sub | an interactive approach |
| topic | Marketing (DE-588)4037589-4 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd |
| topic_facet | Marketing Dienstleistungsbetrieb |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025721523&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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