服务市场营销 英文版PDF电子书下载

PART 0NE 1

Introduction 1

1. INTRODUCTION TO SERVICES 3

What Are Services? 5

Tangibility Spectrum 5

Trends in the Service Sector 6

Why Services Marketing? 7

A Service-based Economy 8

Service as a Business Imperative in Manufacturing 10

Deregulated Industries and Professional Service Needs 11

New Technologies Spawn Need for Service Concepts 11

Services Marketing Is Different 12

Technology Spotlight: New Technology-Based Services Require Customer Education: The Case of Caller Identification 13

Myths about Services 13

Myth 1: A Service Economy Produces Services at the Expense Of Other Sectors 13

Myth 2: Service Jobs Are low Paying and Menial 14

Myth 3: Service Production Is Labor Intensive and Low in Productivity 15

Myth 4: The Growth of Government Is the Reason We Are a Service Economy 16

Myth 5: Service Is a Necessary Evil for Manufacturing Firms 16

Myth 6: Managing Services Is Just Like Managing Manufacturing Businesses 16

Differences in Goods versus Services Marketing 18

Intangibility 19

Heterogeneity 20

Simultaneous Production and Consumption 20

Perishability 21

Challenges and Questions for Service Marketers 21

The Services Marketing Triangle 22

The Services Marketing Mix 23

Traditional Marketing Mix 23

Expanded Mir for Services 26

Summary 27

Discussion Questions 28

Exercises 28

Notes 29

2. KEY COMPETITIVE TRENDS AND CONCEPTUAL FRAMEWORKOF THE BOOK 30

Competitive Trends for the 1990s and Beyond 31

Customer Satisfaction and Customer Focus 31

Value 32

Total Quality Management ahd Service Quality 33

Emphasis on Service as a Key Differentiator in Manufacturing Finns 34

New Measurement Systems that Link Customer Satisfaction with Financial Goals and Operational Measurements 34

Emerging Technology 35

Internationalization of Services 36

Technology Spotlight: Virtual Reality 36

The Gaps Model of Service Quality 37

The Customer Gap: The Difference between Customer Perceptions and Expectations 37

Provider GAP 1: Not Knowing What Customers Expect 38

Provider GAP 2. Not Selecting the Right Service Designs Standards 40

Provider GAP 3: Not Delivering to Service Standards 43

Provider GAP 4. Not Matching Performance to Promises 45

Putting It All Together: Closing the Gaps 47

Summary and Conclusion 50

Discussion Questions 50

Exercises 50

Notes 51

PART TWO 53

Focus on the Customer 53

3. CONSUMER BEHAVIOR IN SERVICES 55

Services: Search versus Experience versus Credence Properties? 57

Services: Categories in the Decision-making Process and Framework of the Chapter 60

Information Search 60

Technology Spotlight: Consumer Resistance to Changing Technology:Voice Mail 63

Evaluation of Service Alternatives 63

Service Purchase and Consumption 66

Post-purchase Evaluation 69

Summary and Conclusion 72

Discussion Questions 72

Exercises 73

Notes 73

4. CUSTOMER EXPECTAIONS OF SERVICE 75

Meaning and Types of Service Expectations 77

Expected Service: Two Levels of Expectations 77

The Zone of Tolerance 79

Factors That Influence Customer 82

Expectations of Service 82

Sources of Desired Service Expectations 82

Sources of Adequate Service Expectations 84

Techology Spotlight: Information Technology and Reengineering Combine to Change Customer Expectations of Service 87

Service Encounter Expectations versus Overall Service Expectations 88

Sources of Both Desired and Predicted Service Expectations 88

A Model of Customer Service Expectations 90

The Customer Gap Revised: Service Superiority versus Service Adequacy 91

Current Issues Involving Customer Service Expectations 93

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

Summary 99

Discussion Questions 99

Exercises 100

Notes 100

5. CUSTOMER PERCEPTIONS OF SERVICE 102

Factors That Influence Customer Perceptions of Service 104

Service Encounters, or "Moments of Truth" 105

The Evidence of Service 113

Image 114

Technology Spotlight: Capturing Customer Perceptions in Real Time 116

Price 116

How Are Customer Perceptions Organized? 116

Service Quality 117

Customer Satisfaction 123

Perceived Value 124

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

Strategies for Influencing Customer Perceptions 125

Aim for Customer Satisfaction in Every Service Encounter 126

Manage the Evidence of Service to Reinforce Perceptions 127

Communicate Realistically and Use Customer Experiences to Reinforce Images 127

Use Price to Enhance Customer Perceptions of Quality and Value 128

Summary 128

Discussion Questions 129

Exercises 130

Notes 130

PART THREE 133

Listening to Customer Reguirements 133

6. UNDERSTANDING CUSTOMER EXPECTAIONS THROUGH MARKETING RESEARCH 135

Using Marketing Research to Understand Customer Expectations 137

Stage 1: Define the Problem and Research Objectives 138

Stage 2: Develop a Services Measurement Strategy 142

Stage 3: Implement the Research Program 143

Technology Spotlight: How Technology Improves the Practice of Marketing Research 148

Stage 4: Collect and Tabulate the Data 154

Stage 5: Analyze and Interpret the Findings 154

Stage 6: Report the Findings 155

Use of Marketing Research Information 159

Upward Communication 161

Objectives for Upward Communication 162

Research for Upward Communication 162

Summary 165

Discussion Questions 165

Exercises 166

Notes 166

7. BUILDING CUSTOMER RELATIONSHIPS THROUGH SEGMENTATION AND RETENTION STRATEGIES 169

Relationship Marketing 171

Goals of Relationship Marketing 172

Benefits of Customer Retention 173

The Customer Isn't Always Right 178

The Foundation for Relationships:Market Segmentation 180

Process for Market Segmentation and Targeting in Services 181

Individualized Service: Segments of One 187

Technology Spotlight:Customer Information Systems Allow Mass Customization of Services 188

Retention Strategies 189

Monitor Relationships 189

Three Levels of Retention Strategies 190

Recovery--Retaining Customers When Things Go Wrong 193

Customer Appreciation 195

Summary 196

Discussion Questions 196

Exercises 197

Notes 197

PART FOUR 201

Aligning Strategy, Service Design, and Standards 201

8. CUSTOMER-DEFINED SERVICE STANDARDS 203

Main Factors Leading to Provider GAP2 205

Inadequate Standardization of Service Behaviors and Actions 205

Absence of Formal Goal Setting 207

Lack of Customer-defined Standards 208

Customer-Defined Service Standards 209

"Hard" Customer-defined Standards 209

"Soft" Customer-defined Standards 210

One-Time Fixes 213

Building Blocks: The Service Encounter Sequence 215

Expressing Customer Requirements as Specific Behaviors and Actions 218

Measurements of Behaviors and Actions 220

Process for Developing Customer-Defined Standards 222

Technology Spotlight: The Role of Information Technology in Customer-Defined Standards 222

Step 1: Identify Existing or Desired Service Encounter Sequence 223

Step 2: Translate Customer Expectations into Behaviors and Actions for Each Service 223

Step 3: Select Behaviors and Actions for Standards 224

Step 4: Decide Whether Hard or Soft Standards Are Appropriate 226

Step 5. Develop Feedback Mechanisms for Measurement to Standards 227

Step 6: Establish Measures and Target Levels 230

Step 7: Track Measures against Standards 232

SteP 8: Provide Feedback about Performance to Employees 232

Step 9: Periodically Update Target Levels and Measures 232

Service Performance Indices 233

Summary 235

Discussion Questions 236

Exercises 236

Notes 237

9. LEADERSHIP AND MEASUREMENT SYSTEMS FOR MARKET-DRIVEN SERVICE PERFORMANCE 238

Key Reasons for GAP2 240

Inadequate Sevice Leadership 240

Not Recognizing that Quality Service Is a Profit Strategy 240

Imbalanced Performance Scorecard 242

Service Leadership 242

A Leader Creates a Service Vision 243

A Leader Implements the Service Vision 245

The Challenge of Middle Management 251

Service Quality as a Profit Strategy 252

The Role of Service Quality in Offensive Marketing：Attracting More and Better Customers 252

The Role of Service Quality in Defensive Marketing: Retaining Customers 254

The Balanced Performance Scorecard 256

Technology Spotlight: Implementing a Balanced Scorecard in Health Care 257

Financial Measurement 257

Customer Perception Measurement 258

Operational Measurement 258

Innovation and Learning Measurement 258

Summary 259

Discussion Questions 259

Exercises 260

Notes 260

10. SERVICE DESIGN AND POSITIONING 263

Challenges of Service Design and Positioning 265

New Service DeveloPment 267

Types of New Services 268

Stages in New Services Development 269

Technology Spotlight: Technology Revolutionizes Service Offerings 270

Use of a Formal New Service Development Model by service Firms 275

Service Blueprinting 277

What Is a Service Blueprint? 277

Service Blueprint Examples 280

Reading and Using Servive Blueprints 282

Building a Blueprint 285

Service Positioning 286

Positioning Dimensions 288

Positioning on the Five Dimensions of service Quality 288

Positioning on Service Evidence 291

Summary 293

Discussion Questions 295

Exercises 296

Notes 296

PART FIVE 299

Delivering and Performing Service 299

11. EMPLOYEES' ROLES IN SERVICE DELIVERY 301

The Critical Importance of Service Employees 303

Employee Satisfaction-Customer Satisfaction 304

Service Quality Dimensions Are Driven by Employee Behaviors 306

Boundary-Spanning Roles 307

Emotional Labor 307

Sources of Conflict 308

Quality/Productivity Trade-offs 310

Strategies for Closing GAP3 311

Technology Spotlight: Imaging System Increases Productivity and Customer Service 311

Hire the Right People 313

Develop People to Deliver Service Quality 316

Provide Needed Support Systems 322

Retain the Best People 325

Service Culture 328

Summary 329

Discussion Questions 330

Exercises 331

Notes 331

12. DELIVERING SERVICE THROUGH INTERMEDIARIES 334

Intermediaries and the GAPs Model 337

Reasons for GAP3 Involving Intermediaries 338

Key Intermediaries for Service Delivery 340

Franchising 340

Agents and Brokers 348

Electronic Channels 351

Technology Spotlight: Ticketless Air Travel 355

Strategies for Effective Service Delivery through Intermediaries 356

Control Strategies 357

Empowerment Strategies 357

Partnering Strategies 359

Summary 359

Discussion Questions 360

Exercises 360

Notes 361

13. CUSTOMERS' ROLES IN SERVICE DELIVERY 363

The Importance of Customers in Service Delivery 366

Customer Receiving the Service 367

Other Customers 367

Customers' Roles 368

Customers as Productive Resources 368

Customers as Contributors to Service Quality Value, and Satisfaction 370

Customers as Competitors 372

Strategies for Enhancing Customer Participation 373

Define Customers'Jobs 373

Technology Spotlight: At Charles Schwab Investors Watch the Market Themselves 376

Recruit, Educate. and Reward Customers 378

Manage tbe Customer Mix 382

Summary 384

Discussion Questions 384

Exercises 385

Notes 385

14. MANAGING DEMAND AND CAPACITY 387

The Underlying Issue: Lack of Inventory Capability 389

Understanding Capacity Constraints 392

Time, Labor,Equipment, Facilities 392

Optimal versus Maximal Use of Capacity 393

Understanding Demand Patterns 394

Charting Demand Patterns 394

Predictable Cycles 394

Random Demand Fluctuations 395

Demand Patterns by Market Segment 395

Strategies for Matching Capacity and Demand 396

Shifting Demand to Match Capacity 396

Flexing Capacity to Meet Demand 399

Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation,and Financial Return 401

Challenges and Risks in Using Yield Management 403

Technology Spotlight: Shippers Turn to Computer Technology to Assist with Yield Management 403

Waiting Line Strategies: When Demand and Capacity Cannot Be Aligned 404

Employ Operational Logic 405

Establish a Reservation Process 406

Differentiate Waiting Customers 407

Make Waiting Fun, or at Least Tolerable 408

Summary 410

Discussion Questions 411

Exercises 412

Notes 412

15. INTERNATIONAL SERVICES MARKETING 414

Challenges in the Global Market 417

Legal Barriers to Services Marketing 417

Cultural Barriers to Services Marketing 419

Technology Spotlight:Internationalizing the Airwaves 424

Opportunities in International Services 425

U.S. Exports of Services 426

Free Trade Agreements 426

Opportunities in International Markets 430

Selling Services Internationally the Easy Way, at Home 430

Trade Creates Service Demand 431

Data on International Services 434

Pursuing and Managing Opportunities for International Services 434

Adapting the Service Itself 434

Adapting Promotion and Distribution 435

Adapting Entry Modes 437

Adapting Communication 438

Adapting Work Force Management 440

Adapting Marketing Research Internationally 441

Summary 442

Discussion Questions 442

Exercises 443

Notes 443

PART SIX 447

Managing Service Promises 447

16. THE ROLE OF ADVERTISING,PERSONAL SELLING, AND OTHER COMMUNICATION 449

Key Reasons for GAP 4 Involving Communication 452

Inadequate Management of Service Promises 452

Overpromising in Advertising and Personal Selling 453

Inadequate Customer Education 454

Inadequate Horizontal Communications 455

Differences in Policies and Procedures across Distribution Outlets 456

Four Categories of Strategies to Match Service Promises with Delivery 456

Managing Service Promises 457

Resetting Customer Expectations 462

Improving Customer Education 465

Managing Horizontal Communications 468

Exceeding Customer Expectations:Caveats and Strategies 472

DemonStrate Understanding of Customer Expectations 474

Leverage the Delivery Dimensions 475

Exceed Expectations of Selected Customers 476

Underpromise and Overdeliver 478

Position Unusual Service as Unique, Not the standard 478

Summary 478

Discussion Questions 479

Exercises 479

Notes 479

17. PRICING OF SERVICES 482

The Role of Price and Value in Provider GAP4 484

Three Key Ways Service Prices Are Different for Consumers 485

Customer Knowledge of Service Prices 485

The Role of Nonmonetary Costs 489

Price as an Indicator of Service Quality 490

Approaches to Pricing Services 491

Cost-based Pricing 491

Competition-based Pricing 494

Technology Spotlight: On-Line Legal Fees 4955

Demand-based Pricing 496

Summary 513

Discussion Questions 513

Exercises 514

Notes 514

18. THE PHYSICAL EVIDENCE OF SERVICE 516

Physical Evidence-What Is It? 519

Types of Servicescapes 521

Servicescape Use 521

Complexity of the Servicescape 523

Typology Implications 523

Roles of the Servicescape 524

Package 524

Facilitator 524

Socializer 525

Differentiator 526

Framework for Understanding Servicescape EffeCts on Behavior 526

The Underlying Framework 526

Behaviors in the Servicescape 527

Internal Responses to the Servicesape 530

Internal Response Moderators 533

Environmental Dimensions of the Servicescape 534

Approaches for Understanding Servicescape Effects 537

Environment Surveys 538

Direct Observation 538

Experiments 540

Technology Spotlight: Virtual Reality: 541

Simulating Service Environments 541

Photographic Blueprints 542

Guidelines for Physical Evidence Strategy 542

Recognize the Strategic Impact of Physical Evidence 543

Map the Physical Evidence of Service 543

Clarify Roles of the Servicescape 543

Assess and Identify Physical Evidence Opportunities 544

Be Prepared to Update and Modernize the Evidence 544

Work Cross-functionally 544

Summary 545

Discussion Questions 546

Exercises 547

Notes 547

CASES 550

Case 1 The Chartered Bank of Canada 550

Case 2 Roscoe Nondestructive Testing (A) 561

Case 3 The Launch of Classic FM 569

Case 4 Cedarbrae Volkswagen-Quality of Service 584

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

Case 6 Shouldice Hospital Limited 620

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

AT＆T(C): Employees as Customers 659

Case 8 Wolf Fenner(A): Pan-Europeanizing Service Quality 666

Case 9 Getting the Bugs Out 682

INDEX 691