Services Marketing:
Gespeichert in:
| Beteiligte Personen: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Docklands, Victoria
Oxford University Press
2019
|
| Ausgabe: | second edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031436617&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xxxiii, 509 Seiten Illustrationen |
| ISBN: | 9780190303167 |
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Datensatz im Suchindex
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|---|---|
| adam_text | Expanded Contents VII List of Figures........ .... xvi List of Tables ........ ....XX List of Case Studies ...xxii Case Matrix............ .. xxiii About the Authors . .. xxiv Preface.................. .. xxvi Acknowledgments... xxviii Guided Tour........... .. xxix Part ! Service Organisations and Their Customers.......1 CHAPTER 1 AN OVERVIEW OF SERVICES MARKETING.............................................. 3 William Chitty CHAPTER 2 MARKET SEGMENTATION AND SERVICE POSITIONING.................... 41 William Chitty CHAPTER 3 CUSTOMER DECISION-MAKING............................................................... 75 Steven D Alessandro CHAPTER 4 THE SERVICE ENCOUNTER..................................................................... 105 Steven D Alessandro PART ; C ASE STUDIES CASE STUDY A: NOMADS: A NEW BANKING CUSTOMER SEGMENT....................... 140 William Chitty CASE STUDY B: TOURISM ADDS $120 BILLION TO THE AUSTRALIAN ECONOMY.................................................................................................... 144 William Chitty Part 2 Marketing Strategies for Services...................... 151 CHAPTER 5 DEVELOPING SERVICE PRODUCTS....................................................... 153 David Gray CHAPTER 6 THE SERVICE-DELIVERY PROCESS AND SELF-SERVICE TECHNOLOGY..............................................................................................189 Steven D Alessandro CHAPTER 7 PRICING SERVICE PRODUCTS................................................................. 225 William Chitty
CHAPTER 8 MANAGING PRODUCTIVE CAPACITY AND CUSTOMER DEMAND................................................................................................ 261 David Gray CHAPTER 9 MARKETING COMMUNICATIONS FOR SERVICES.............................293 William Chitty PART 2 CASE STUDIES CASE STUDY C: TAKE A BREAK.................................................................................... 329 William Chitty CASE STUDY D: TRICK OR TREAT: CYBER SECURITY IN AUSTRALIA.....................332 William Chitty Part 3 Delivering Service Value.... ............................... 335 CHAPTER 10 THE SERVICE EXPERIENCE ................................................................337 William Chitty CHAPTER 11 CUSTOMER SATISFACTION AND SERVICE QUALITY........................ 375 William Chitty CHAPTER 12 COMPLAINT HANDLING AND SERVICE RECOVERY.........................413 David Gray CHAPTER 13 CUSTOMER RELATIONSHIP MANAGEMENT ....................................445 William Chitty PART 3 CASE STUDIES CASE STUDY E: GOOGLE HOME: THE SMART-HOME SERVICE................................ 481 William Chitty CASE STUDY F: UNRULY PASSENGERS......................................................................484 William Chitty Glossary.................................................................................................................................. 490 Index........................................................................................................................................ 495
XVI List of Figures....... List of Tables ........ ....XX List of Case Studies ...xxii Case Matrix............ About the Authors .. ..xxiii Preface.................. Acknowledgments.. ..xxvi Guided Tour........... .. xxix Pr .. xxiv xxviii ՛! Service Organisations and Their Customers...... 1 CHAPTER 1 AN OVERVIEW OF SERVICES MARKETING................................................3 William Chitty Introduction.................................................................................................................................................. 6 Understanding services............................................................................................................................ 7 The importance of Australia s service industries................................................................................ 8 Political/regulatory forces .....................................................................................................................9 Economic trends................................................................................................................................... 11 Social changes...................................................................................................................................... 15 Developments in technology................................................................................................................. 16 The challenges of marketing a service.................................................................................................17 The marketing mix for
services............................................................................................................18 The characteristics of services............................................................................................................. 20 The four defining characteristics of services...................................................................................... 20 Types of services...................................................................................................................................... 22 Core services......................................................................................................................................... 22 Peripheral services............................................................................................................................... 22 Differences between goods and services............................................................................................ 23 Services cannot be stored..................................................................................................................... 23 Intangible elements create the value proposition.............................................................................. 24 Services are more difficult to evaluate................................................................................................ 24 A traditional view of service value......................................................................................................... 25 The service-dominant logic view of
value........................................................................................... 25 Customers usually co-produce the service product........................................................................... 26 Maintaining service quality can be a problem.................................................................................... 26 Time influences customers perceptions of value.............................................................................. 30 Distributing a service product tends to use non-physical channels.................................................30 Customers and the service experience............................................................................................... 30 Types of service interactions................................................................................................................31 Categorising service interactions........................................................................................................ 31 Marketing the four types of service interactions...............................................................................34
CHAPTER 2 MARKET SEGMENTATION AND SERVICE POSITIONING...................41 William Chitty Introduction...................................................................................................................................... 43 Market segmentation stage 1: Profite the targetmarket..............................................................44 Demographic segmentation......................................................................................................... 44 Poputation pyramid.......................................................................................................................45 Vatues and Lifestyle segmentation.................................................................................................47 Roy Morgan Values Segments...................................................................................................... 48 Behavioural segmentation............................................................................................................ 51 Market segmentation stage 2: Evaluate each segment................................................................53 Market segmentation stage 3: Select the targetingstrategies for a particular segment........ 58 Market segmentation stage 4: Position a service organisation s brand.....................................61 Developing a brand-positioning strategy...................................................................................... 62 Points of
difference.......................................................................................................................63 Points of parity..............................................................................................................................64 Positioning via service attributes..................................................................................................66 Positioning via service benefits.....................................................................................................67 Perceptual maps...........................................................................................................................68 CHAPTER 3 CUSTOMER DECISION-MAKING............................................................75 Steven D Alessandro Introduction.......................................................................................................................................77 The types of purchase decisions.................................................................................................... 77 Routine purchase of services........................................................................................................77 Unwanted purchases of services................................................................................................... 78 Emergency purchases of services.................................................................................................78 Limited problem-sotving in the purchases of
services................................................................. 79 Extensive probtem-sotving in the purchase of services.................................................................79 Customer decision-making: The six-stage model ofconsumer behaviour of services..............79 Pre-purchase stage...................................................................................................................... 80 Information search........................................................................................................................84 Evaluation of alternatives............................................................................................................. 87 The purchase of a service............................................................................................................. 92 The service encounter...................................................................................................................93 Post-purchase evaluation............................................................................................................. 97 CHAPTER 4 THE SERVICE ENCOUNTER................................................................. 105 Steven D Alessandro Introduction..................................................................................................................................... 106 The nature of the service encounter............................................................................................ 106 Critical incidents and the service
encounter............................................................................... 108 The zone of tolerance in service encounters............................................................................... 112 Customer delight........................................................................................................................ 114 Service faiture and recovery......................................................................................................... 115 Customer anger and rage............................................................................................................117
Benchmarking and blueprinting the service encounter............................................................. 118 Core and supplementary services................................................................................................124 The service environment.............................................................................................................. 127 Lancuage and linguistic servicescapes.......................................................................................128 Internal marketing orientation and service delivery................................................................... 129 The customeras co-producer.......................................................................................................129 Consumers in a peer-to-peer service environment................................................................... 130 Customers as partial employees..................................................................................................131 Dysfunctional customer relationships......................................................................................... 131 F CASESTUDIES CASE STUDY A: NOMADS: A NEW BANKING CUSTOMER SEGMENT....................... 14Ü William Chitty CASE STUDY B: TOURISM ADDS $120 BILLION TO THE AUSTRALIAN ECONOMY.............................................................................................. 144 William Chitty Ł art 2 Marketing Strategies for Services....................151 CHAPTER 5 DEVELOPING SERVICE PRODUCTS................................................. 153 David
Gray Introduction.....................................................................................................................................155 The service offering........................................................................................................................155 Service concepts: Core and supplementary elements.................................................................156 Theories of competitive advantage: Services............................................................................... 158 Developing a service product strategy.........................................................................................161 Different types of new services.................................................................................................... 163 Common strategic approaches in services marketing.............................................................. 166 Experiential marketing............................................................................................................... 166 Viral marketing............................................................................................................................166 Blue Ocean Strategy................................................................................................................... 167 Cause-related marketing.............................................................................................................168 Corporate social
responsibility.................................................................................................... 168 Ethical marketing........................................................................................................................ 169 Green marketing......................................................................................................................... 170 Guerrilla marketing..................................................................................................................... 171 Niche marketing..........................................................................................................................171 Affinity marketing........................................................................................................................ 172 Affiliate marketing....................................................................................................................... 173 New service development processes...........................................................................................177 Idea generation...........................................................................................................................177 Service concept and evaluation................................................................................................... 178 Feasibility and business-case analysis........................................................................................179
Service development and testing.......................................................................................................181 Commercialisation.............................................................................................................................. 182 Evaluation.............................................................................................................................................182 CHAPTER 6 THE SERVICE-DELIVERY PROCESS AND SELF-SERVICE TECHNOLOGY..............................................................................................189 Steven D Alessandro Introduction.............................................................................................................................................. 190 Distributing services through channels............................................................................................ 190 Customers visit the service site.........................................................................................................190 Service providers go to their customers............................................................................................191 The role of intermediaries.................................................................................................................. 193 Franchising.......................................................................................................................................... 194 Agents and
brokers............................................................................................................................. 195 The sharing economy of Uber and Airbnb......................................................................................... 196 Customer reservation systems, queuing and waiting lines........................................................... 197 Why waiting lines occur...................................................................................................................... 198 Managing waiting lines....................................................................................................................... 199 Reservation strategies should focus on yield................................................................................... 202 Create alternatives for otherwise wasted capacity........................................................................... 203 Self-service technology......................................................................................................................... 203 What is self-service technology?........................................................................................................203 How does self-service technology become accepted by the consumer?....................................... 206 Readiness to adopt new technology...................................................................................................206
Compatibility....................................................................................................................................... 208 Perceived risk...................................................................................................................................... 208 Innovativeness..................................................................................................................................... 209 Locus of control.................................................................................................................................. 209 The need for human interaction and personal service.....................................................................210 Demographics..................................................................................................................................... 210 Situational factors............................................................................................................................... 210 When is it best to use self-service technology?................................................................................ 211 Costs versus benefits.......................................................................................................................... 211 Service can be standardised...............................................................................................................212 Managing load factors........................................................................................................................
212 Service is perishable........................................................................................................................... 213 Trust with the organisation.................................................................................................................213 Employee factors................................................................................................................................. 213 Technological advances......................................................................................................................213 Other electronic distribution channels.............................................................................................. 214 rn nur FR T
CHAPTER 7 PRICING SERVICE PRODUCTS.............................................................. 225 William Chitty Introduction............................................................................................................................................. 227 Factors that influence the pricing of services.................................................................................. 229 The financial· costs of producing a service........................................................................................ 229 Customer demand for services..........................................................................................................230 Non-monetary costs...........................................................................................................................235 Legal· and ethical· considerations in pricing services....................................................................... 236 Developing pricing strategies for services........................................................................................ 239 Customer demand and pricing anaÎysis........................................................................................... 241 Pricing strategies...................................................................................................................................241 Cost-pLus pricing strategies...............................................................................................................242 Unit pricing
strategies........................................................................................................................242 Maximise sates revenues/gross profit.............................................................................................. 242 Premium pricing strategy...................................................................................................................243 Value-based pricing strategy..............................................................................................................243 Dynamic pricing (time-based pricing!............................................................................................... 243 Other pricing strategies......................................................................................................................244 Customer demand and pricing a service...........................................................................................244 The interaction of suppİyand demand on pricing............................................................................ 245 Revenue management for service industries................................................................................... 247 The underlying concepts of revenue management...........................................................................247 Revenue management in practice..................................................................................................... 248 The rote of service characteristics in managing
revenue.................................................................249 Using rate fences to manage revenue.............................................................................................. 251 CHAPTER 8 MANAGING PRODUCTIVE CAPACITY AND CUSTOMER DEMAND.... 261 David Gray Introduction............................................................................................................................................. 263 Capacity, constraints and demand......................................................................................................264 Demand in services marketing............................................................................................................264 Segmenting the market by customer size and value....................................................................... 265 Organisation-driven demand..............................................................................................................269 Costs, risks, benefits and vafue impUcations................................................................................... 270 Strategies for matching suppty and demand.................................................................................... 270 Demand strategies.............................................................................................................................. 270 Supply strategies................................................................................................................................. 272 Managing capacity: chaLlenges and
opportunities......................................................................... 272 The chal·lenges.................................................................................................................................... 272 The opportunities................................................................................................................................ 278 Demand forecasting.............................................................................................................................. 279 Demand forecasting and risk management..................................................................................... 279 Demand forecasting and functional· risks......................................................................................... 280 Building an effective demand forecasting system............................................................................281
Adaptive service capacity and value co-creation........................................................................ 285 Adaptive service capacity.............................................................................................................285 Value co-creation........................................................................................................................ 285 CHAPTER 9 MARKETING COMMUNICATIONS FOR SERVICES............................293 William Chitty Introduction.....................................................................................................................................295 The role of marketing communications in marketing services.................................................296 How service characteristics influence marketing communication strategies........................ 297 Positioning a service brand.........................................................................................................299 How marketing communications create meaning......................................................................301 How the major elements of the marketing communications mix apply to services................ 303 Advertising.................................................................................................................................. 303 Sales promotions........................................................................................................................304 Personal
selling..........................................................................................................................304 Sponsorship marketing............................................................................................................... 304 Publicity...................................................................................................................................... 304 Direct marketing.........................................................................................................................304 Online elements of the marketing communications mix.............................................................305 Implementing marketing communications strategies...............................................................309 Profile the identified target market............................................................................................. 309 Develop marketing communications objectives.......................................................................... 313 The media planning process.......................................................................................................317 Influence the target market s behaviour..................................................................................... 322 Build customer relationships......................................................................................................324 PART 2 CASE STUDIES CASE STUDY C: TAKE A BREAK..................................................................................... 329 William Chitty CASE
STUDY D: TRICK OR TREAT: CYBER SECURITY IN AUSTRALIA......................332 William Chitty Part 3 Delivering Service Value.................................... 335 CHAPTER 1Ü THE SERVICE EXPERIENCE................................................................ 337 William Chitty Introduction.................................................................................................................................... 339 Elements of customers service experiences.............................................................................340 Measuring CX..............................................................................................................................341 Why is CX important in marketing services?...............................................................................345 Personalising a customer s experience...................................................................................... 346 Why is CX important for service organisations?.......................................................................... 346 The customer journey................................................................................................................. 346
Developing CX strategies for service organisations..................................................................... 347 Understanding how value influences CX......................................................................................... 348 Emotional aspects of customers experiences.............................................................................. 349 Rational aspects of customers experiences...................................................................................350 Customer acquisition........................................................................................................................351 Customer loyalty and retention....................................................................................................... 351 Technological aspects of customers experiences........................................................................ 352 Transforming digital experiences.................................................................................................... 354 Evaluating a customer’s service experiences.................................................................................356 Critical incident technique................................................................................................................356 Cause֊and-effect analysis................................................................................................................358 Blueprinting a service
experience....................................................................................................359 Benchmarking................................................................................................................................... 364 Favourable customer experiences.................................................................................................... 366 CHAPTER 11 CUSTOMER SATISFACTION AND SERVICE QUALITY...................... 375 William Chilly Introduction............................................................................................................................................ 378 Customer expectations........................................................................................................................380 Sources of desired service expectations..........................................................................................381 Sources of adequate service expectations...................................................................................... 382 Sources of both desired and predicted service expectations.........................................................383 Customer interactions.......................................................................................................................... 386 The zone of tolerance......................................................................................................................... 387 Customer
perceptions.......................................................................................................................... 389 Satisfaction versus service quality....................................................................................................390 Transaction versus cumulative perceptions.....................................................................................390 Customer satisfaction.......................................................................................................................... 391 The role of emotion in the satisfaction response process............................................................. 391 Satisfaction models............................................................................................................................ 392 Measuring customer satisfaction...................................................................................................... 397 Customer satisfaction and loyalty..................................................................................................... 399 Service quality....................................................................................................................................... 399 The different meanings of quality..................................................................................................... 401 Service quality dimensions............................................................................................................... 401 Identifying gaps in service
quality.................................................................................................... 402 Customer perceptions of service quality..........................................................................................403 CHAPTER 12 COMPLAINT HANDLING AND SERVICE RECOVERY........................413 David Gray Introduction.............................................................................................................................................414 Service quality defined......................................................................................................................... 414 Theories of service quality...................................................................................................................415 The SERVQUAL model.......................................................................................................................415
Antecedents of service provider switching.................................................................................. 418 Designing quatity into a service.................................................................................................... 420 Service fail-safing.......................................................................................................................420 Taguchi methods.........................................................................................................................421 Quatity function deptoyment......................................................................................................... 423 Developing customer service performance standards..............................................................423 Service recovery............................................................................................................................ 424 Approaches to service recovery...................................................................................................428 Complaint-management systems................................................................................................ 429 The benefits of managing complaints......................................................................................... 430 Suggested elements of an effective apology according to AS/NZS 10002:2014........................... 433 The complaint-management process......................................................................................... 434 CHAPTER 13 CUSTOMER RELATIONSHIP
MANAGEMENT.................................. 445 William Chitty Introduction.................................................................................................................................... 448 The nature of customer relationships..........................................................................................450 Customer relationships with service organisations.................................................................... 450 Types of customer relationships.................................................................................................. 450 Transactional customer relationships........................................................................................ 451 Behavioural customer relationships........................................................................................... 451 Customer relationships and information technology.................................................................453 How customer relationships add value........................................................................................ 455 The characteristics of services and customer relationships.....................................................457 The purpose of customer retationships...................................................................................... 458 Customer commitment to relationships......................................................................................458 The benefits of relationships to customers and organisations.................................................... 459
Maximising customer value.......................................................................................................... 460 Customer service........................................................................................................................461 Customer experience.................................................................................................................. 461 Benefits to service organisations from customerrelationships................................................463 Enhancing customers service experience...................................................................................464 Economic benefits.......................................................................................................................465 Customer behaviour benefits......................................................................................................465 Loyalty and customer-retention strategies.................................................................................466 Customer-retention strategies....................................................................................................466 Relationship marketing............................................................................................................... 469 Measuring the value of customer relationships.......................................................................... 471 Net Promoter Score.................................................................................................................... 471 Customer
lifetime value.............................................................................................................. 472
PAR ՞ ՜ ■ ֊-Uitb CASE STUDY E: GOOGLE HOME: THE SMART-HOME SERVICE.................................. 481 William Chitty CASE STUDY F: UNRULY PASSENGERS.......................................................................... 484 William Chitty Glossary........................................................................................................................................... Index.............................................................................................................................................. ..
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| illustrated | Illustrated |
| indexdate | 2024-12-20T18:41:58Z |
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| language | English |
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| publisher | Oxford University Press |
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| spellingShingle | Chitty, William D'Alessandro, Steven Gray, David Hughes, Andrew Services Marketing Service industries Marketing Textbook Service industries Management Textbooks Customer services Management Textbook Dienstleistung (DE-588)4012178-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4236865-0 (DE-588)4037589-4 |
| title | Services Marketing |
| title_auth | Services Marketing |
| title_exact_search | Services Marketing |
| title_full | Services Marketing William Chitty, Steven D'Alessandro, David Gray, Andrew Hughes |
| title_fullStr | Services Marketing William Chitty, Steven D'Alessandro, David Gray, Andrew Hughes |
| title_full_unstemmed | Services Marketing William Chitty, Steven D'Alessandro, David Gray, Andrew Hughes |
| title_short | Services Marketing |
| title_sort | services marketing |
| topic | Service industries Marketing Textbook Service industries Management Textbooks Customer services Management Textbook Dienstleistung (DE-588)4012178-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Service industries Marketing Textbook Service industries Management Textbooks Customer services Management Textbook Dienstleistung Kundenmanagement Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031436617&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT chittywilliam servicesmarketing AT dalessandrosteven servicesmarketing AT graydavid servicesmarketing AT hughesandrew servicesmarketing |