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Handbook of services marketing & management [[electronic resource] /] / Teresa A. Swartz, Dawn Iacobucci, editors
| Handbook of services marketing & management [[electronic resource] /] / Teresa A. Swartz, Dawn Iacobucci, editors |
| Pubbl/distr/stampa | Thousand oaks, [Calif.] ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (534 p.) |
| Disciplina | 658 |
| Altri autori (Persone) |
SwartzTeresa A
IacobucciDawn |
| Soggetto topico |
Service industries - Marketing
Service industries - Management Customer services - Marketing Customer services - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-7619-1611-3
1-4522-3132-X 1-4129-7364-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Preface and Acknowledgments; Introduction; Service Reflections: Services in the Village; Service Reflections: Service Marketing Comes of Age; Section I - Services: The Setting; Part 1 - Environment/Performance; Chapter 1 - Services as Theater: Guidelines and Implications; Chapter 2 - The Servicescape; Chapter 3 - Impression Management in Services Marketing; Chapter 4 - A Model of Aesthetic Value in the Servicescape; Part 2 - Technology/Participation; Chapter 5 - Self-Service and Technology: Unanticipated and Unintended Effects on Customer Relationships
Chapter 6 - Technology in Service Delivery: Implications for Self Service and Service SupportChapter 7 - Customer Participation in Services Production and Delivery; Chapter 8 - Perceived Control and the Service Experience; Section II - Services: Demand Management; Chapter 9 - Services and Seasonal Demand; Chapter 10 - Wiiting for Service: Perceptions Management of the Wait Experience; Chapter 11 - Pricing the Service Offering: An Integrative Perspective; Section III - Services: Excellence and Profitability Chapter 12 - The Service Profit Chain: Intellectual Roots, Current Realities, and Future ProspectsChapter 13 - Estimating the Return on Quality: Providing Insights Into Profitable Investments in Service Quality; Chapter 14 - Customer Satisfaction With Service; Chapter 15 - The Customer Satisfaction Index as a Leading Indicator; Section IV - Service Recovery; Chapter 16 - Service Recovery: Research Insights and Practices; Chapter 17 - Complaining; Chapter 18 - Service Guarantees: Research and Practice; Section V - Service Relationships; Chapter 19 - Relationship Marketing and Management Chapter 20 - Antecedents and Consequences of Service Quality in Business-to-Business ServicesChapter 21 - Sources and Dimensions of Trust in Service Relationships; Chapter 22 - Service Relationships, Pseudo-Relationships, and Encounters; Chapter 23 - Brand Switching and Loyalty for Services; Chapter 24 - Frequency Programs in Service Industries; Chapter 25 - Smart Services: Competitive Advantage Through Information-Intensive Strategies; Section VI - Services: The Firm; Chapter 26 - Functional Integration in Services: Understanding the Links Between Marketing, Operations, and Human Resources Chapter 27 - Shaping Service Cultures Through Strategic Human Resource ManagementChapter 28 - Service Operations Management: A Field Guide; Chapter 29 - Addressing Services Marketing Challenges Through Franchising; Closing Observations; Name Index; Subject Index; About the Editors; About the Contributors |
| Record Nr. | UNINA-9910479891103321 |
| Thousand oaks, [Calif.] ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Handbook of services marketing & management [[electronic resource] /] / Teresa A. Swartz, Dawn Iacobucci, editors
| Handbook of services marketing & management [[electronic resource] /] / Teresa A. Swartz, Dawn Iacobucci, editors |
| Pubbl/distr/stampa | Thousand oaks, [Calif.] ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (ix, 521 p.) : ill |
| Disciplina | 658.8 |
| Altri autori (Persone) |
SwartzTeresa A
IacobucciDawn |
| Soggetto topico |
Service industries - Marketing
Service industries - Management Customer services - Marketing Customer services - Management |
| ISBN |
1-5063-3276-5
0-7619-1611-3 1-4522-3132-X 1-4129-7364-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Preface and Acknowledgments; Introduction; Service Reflections: Services in the Village; Service Reflections: Service Marketing Comes of Age; Section I - Services: The Setting; Part 1 - Environment/Performance; Chapter 1 - Services as Theater: Guidelines and Implications; Chapter 2 - The Servicescape; Chapter 3 - Impression Management in Services Marketing; Chapter 4 - A Model of Aesthetic Value in the Servicescape; Part 2 - Technology/Participation; Chapter 5 - Self-Service and Technology: Unanticipated and Unintended Effects on Customer Relationships
Chapter 6 - Technology in Service Delivery: Implications for Self Service and Service SupportChapter 7 - Customer Participation in Services Production and Delivery; Chapter 8 - Perceived Control and the Service Experience; Section II - Services: Demand Management; Chapter 9 - Services and Seasonal Demand; Chapter 10 - Wiiting for Service: Perceptions Management of the Wait Experience; Chapter 11 - Pricing the Service Offering: An Integrative Perspective; Section III - Services: Excellence and Profitability Chapter 12 - The Service Profit Chain: Intellectual Roots, Current Realities, and Future ProspectsChapter 13 - Estimating the Return on Quality: Providing Insights Into Profitable Investments in Service Quality; Chapter 14 - Customer Satisfaction With Service; Chapter 15 - The Customer Satisfaction Index as a Leading Indicator; Section IV - Service Recovery; Chapter 16 - Service Recovery: Research Insights and Practices; Chapter 17 - Complaining; Chapter 18 - Service Guarantees: Research and Practice; Section V - Service Relationships; Chapter 19 - Relationship Marketing and Management Chapter 20 - Antecedents and Consequences of Service Quality in Business-to-Business ServicesChapter 21 - Sources and Dimensions of Trust in Service Relationships; Chapter 22 - Service Relationships, Pseudo-Relationships, and Encounters; Chapter 23 - Brand Switching and Loyalty for Services; Chapter 24 - Frequency Programs in Service Industries; Chapter 25 - Smart Services: Competitive Advantage Through Information-Intensive Strategies; Section VI - Services: The Firm; Chapter 26 - Functional Integration in Services: Understanding the Links Between Marketing, Operations, and Human Resources Chapter 27 - Shaping Service Cultures Through Strategic Human Resource ManagementChapter 28 - Service Operations Management: A Field Guide; Chapter 29 - Addressing Services Marketing Challenges Through Franchising; Closing Observations; Name Index; Subject Index; About the Editors; About the Contributors |
| Record Nr. | UNINA-9910786232903321 |
| Thousand oaks, [Calif.] ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Handbook of services marketing & management / / Teresa A. Swartz, Dawn Iacobucci, editors
| Handbook of services marketing & management / / Teresa A. Swartz, Dawn Iacobucci, editors |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand oaks, [Calif.] ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (ix, 521 p.) : ill |
| Disciplina | 658.8 |
| Altri autori (Persone) |
SwartzTeresa A
IacobucciDawn |
| Soggetto topico |
Service industries - Marketing
Service industries - Management Customer services - Marketing Customer services - Management |
| ISBN |
1-5063-3276-5
0-7619-1611-3 1-4522-3132-X 1-4129-7364-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Preface and Acknowledgments; Introduction; Service Reflections: Services in the Village; Service Reflections: Service Marketing Comes of Age; Section I - Services: The Setting; Part 1 - Environment/Performance; Chapter 1 - Services as Theater: Guidelines and Implications; Chapter 2 - The Servicescape; Chapter 3 - Impression Management in Services Marketing; Chapter 4 - A Model of Aesthetic Value in the Servicescape; Part 2 - Technology/Participation; Chapter 5 - Self-Service and Technology: Unanticipated and Unintended Effects on Customer Relationships
Chapter 6 - Technology in Service Delivery: Implications for Self Service and Service SupportChapter 7 - Customer Participation in Services Production and Delivery; Chapter 8 - Perceived Control and the Service Experience; Section II - Services: Demand Management; Chapter 9 - Services and Seasonal Demand; Chapter 10 - Wiiting for Service: Perceptions Management of the Wait Experience; Chapter 11 - Pricing the Service Offering: An Integrative Perspective; Section III - Services: Excellence and Profitability Chapter 12 - The Service Profit Chain: Intellectual Roots, Current Realities, and Future ProspectsChapter 13 - Estimating the Return on Quality: Providing Insights Into Profitable Investments in Service Quality; Chapter 14 - Customer Satisfaction With Service; Chapter 15 - The Customer Satisfaction Index as a Leading Indicator; Section IV - Service Recovery; Chapter 16 - Service Recovery: Research Insights and Practices; Chapter 17 - Complaining; Chapter 18 - Service Guarantees: Research and Practice; Section V - Service Relationships; Chapter 19 - Relationship Marketing and Management Chapter 20 - Antecedents and Consequences of Service Quality in Business-to-Business ServicesChapter 21 - Sources and Dimensions of Trust in Service Relationships; Chapter 22 - Service Relationships, Pseudo-Relationships, and Encounters; Chapter 23 - Brand Switching and Loyalty for Services; Chapter 24 - Frequency Programs in Service Industries; Chapter 25 - Smart Services: Competitive Advantage Through Information-Intensive Strategies; Section VI - Services: The Firm; Chapter 26 - Functional Integration in Services: Understanding the Links Between Marketing, Operations, and Human Resources Chapter 27 - Shaping Service Cultures Through Strategic Human Resource ManagementChapter 28 - Service Operations Management: A Field Guide; Chapter 29 - Addressing Services Marketing Challenges Through Franchising; Closing Observations; Name Index; Subject Index; About the Editors; About the Contributors |
| Record Nr. | UNINA-9910807066803321 |
| Thousand oaks, [Calif.] ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Journal of services marketing . Volume 21, Number 6 Internationalization of services : identifying the building blocks for future research [[electronic resource] /] / guest editor: Raj G. Javalgi
| Journal of services marketing . Volume 21, Number 6 Internationalization of services : identifying the building blocks for future research [[electronic resource] /] / guest editor: Raj G. Javalgi |
| Pubbl/distr/stampa | Bradford, : Emerald Insight, c2007 |
| Descrizione fisica | 1 online resource (78 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | JavalgiRaj |
| Collana | Journal of services marketing |
| Soggetto topico |
Customer services - Marketing
Globalization |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-281-14379-0
9786611143794 1-84663-607-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Contents; Internationalization of services: identifying the building-blocks for future research; The internationalization of hospitality firms: factors influencing a franchise decision-making process; Service quality and satisfaction: an international comparison of professional services perceptions; International market selection: measuring actions instead of intentions; Positioning strategies of international and multicultural-oriented service brands; The service encounter in a multi-national context; Executive summary and implications for managers and executives |
| Record Nr. | UNINA-9910451186403321 |
| Bradford, : Emerald Insight, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Journal of services marketing . Volume 21, Number 6 Internationalization of services : identifying the building blocks for future research [[electronic resource] /] / guest editor: Raj G. Javalgi
| Journal of services marketing . Volume 21, Number 6 Internationalization of services : identifying the building blocks for future research [[electronic resource] /] / guest editor: Raj G. Javalgi |
| Pubbl/distr/stampa | Bradford, : Emerald Insight, c2007 |
| Descrizione fisica | 1 online resource (78 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | JavalgiRaj |
| Collana | Journal of services marketing |
| Soggetto topico |
Customer services - Marketing
Globalization |
| ISBN |
1-281-14379-0
9786611143794 1-84663-607-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Contents; Internationalization of services: identifying the building-blocks for future research; The internationalization of hospitality firms: factors influencing a franchise decision-making process; Service quality and satisfaction: an international comparison of professional services perceptions; International market selection: measuring actions instead of intentions; Positioning strategies of international and multicultural-oriented service brands; The service encounter in a multi-national context; Executive summary and implications for managers and executives |
| Record Nr. | UNINA-9910777460003321 |
| Bradford, : Emerald Insight, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Journal of services marketing . Volume 21, Number 6 Internationalization of services : identifying the building blocks for future research / / guest editor: Raj G. Javalgi
| Journal of services marketing . Volume 21, Number 6 Internationalization of services : identifying the building blocks for future research / / guest editor: Raj G. Javalgi |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bradford, : Emerald Insight, c2007 |
| Descrizione fisica | 1 online resource (78 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | JavalgiRaj |
| Collana | Journal of services marketing |
| Soggetto topico |
Customer services - Marketing
Globalization |
| ISBN |
1-281-14379-0
9786611143794 1-84663-607-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Contents; Internationalization of services: identifying the building-blocks for future research; The internationalization of hospitality firms: factors influencing a franchise decision-making process; Service quality and satisfaction: an international comparison of professional services perceptions; International market selection: measuring actions instead of intentions; Positioning strategies of international and multicultural-oriented service brands; The service encounter in a multi-national context; Executive summary and implications for managers and executives |
| Record Nr. | UNINA-9910810318803321 |
| Bradford, : Emerald Insight, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Perception of a difference [[electronic resource] ] : the power in buying, marketing and selling customer care / / Wesley Zimmerman
| Perception of a difference [[electronic resource] ] : the power in buying, marketing and selling customer care / / Wesley Zimmerman |
| Autore | Zimmerman Wesley |
| Pubbl/distr/stampa | Scottsdale, AZ, : WZA, Inc., c2005 |
| Descrizione fisica | 1 online resource (321 p.) |
| Soggetto topico |
Customer services - Marketing
Customer relations |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-281-37739-2
9786611377397 1-60557-156-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910454969003321 |
Zimmerman Wesley
|
||
| Scottsdale, AZ, : WZA, Inc., c2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Perception of a difference [[electronic resource] ] : the power in buying, marketing and selling customer care / / Wesley Zimmerman
| Perception of a difference [[electronic resource] ] : the power in buying, marketing and selling customer care / / Wesley Zimmerman |
| Autore | Zimmerman Wesley |
| Pubbl/distr/stampa | Scottsdale, AZ, : WZA, Inc., c2005 |
| Descrizione fisica | 1 online resource (321 p.) |
| Soggetto topico |
Customer services - Marketing
Customer relations |
| ISBN |
1-281-37739-2
9786611377397 1-60557-156-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910777970603321 |
|
Zimmerman Wesley
|
||
| Scottsdale, AZ, : WZA, Inc., c2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Perception of a difference : the power in buying, marketing and selling customer care / / Wesley Zimmerman
| Perception of a difference : the power in buying, marketing and selling customer care / / Wesley Zimmerman |
| Autore | Zimmerman Wesley |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Scottsdale, AZ, : WZA, Inc., c2005 |
| Descrizione fisica | 1 online resource (321 p.) |
| Soggetto topico |
Customer services - Marketing
Customer relations |
| ISBN |
1-281-37739-2
9786611377397 1-60557-156-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Intro -- Table Of Contents -- Making Dreams Come True -- Buying -- Marketing -- An Example From The Past -- Creating Awareness -- Selling -- People Educating Each Other -- Moving From Peddler To Counselor -- Succeeding Without Rushing, Pushing, Shoving -- Gardeners And Those That Garden And Pursue -- Customer Care -- Wes' Last Word -- The Four Eternal Laws Of Sales Success -- Acknowledgments -- Dad's Sayings -- List Of Stories -- The Author. |
| Record Nr. | UNINA-9910818451203321 |
|
Zimmerman Wesley
|
||
| Scottsdale, AZ, : WZA, Inc., c2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Services marketing : people, technology, strategy / / Christopher Lovelock, Jochen Wirtz
| Services marketing : people, technology, strategy / / Christopher Lovelock, Jochen Wirtz |
| Autore | Lovelock Christopher H. |
| Edizione | [Seventh edition, global edition.] |
| Pubbl/distr/stampa | Boston : , : Pearson, , [2011] |
| Descrizione fisica | 1 online resource (648 pages) : illustrations, tables, photographs |
| Disciplina | 658.8 |
| Collana | Always Learning |
| Soggetto topico |
Marketing - Management
Professions - Marketing Service industries - Marketing Customer services - Marketing |
| ISBN | 1-292-01424-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- About the Authors -- About the Contributors of the Cases -- Brief Contents -- Contents -- Preface -- Acknowledgments -- Part I: Understanding Service Products, Consumers, and Markets -- Chapter 1: New Perspectives on Marketing in the Service Economy -- Why Study Services? -- Services Dominate the Economy in Most Nations -- Most New Jobs Are Generated by Services -- Understanding Services Offers a Personal Competitive Advantage -- What Are the Principal Industries of the Service Sector? -- Contribution to Gross Domestic Product -- Powerful Forces are Transforming Service Markets -- What are Services? -- The Historical View -- A Fresh Perspective: Benefits without Ownership -- Defining Services -- Intangible Elements Dominate Value Creation -- Service Products versus Customer Service and After-Sales Service -- Four Broad Categories of Services-A Process Perspective -- People Processing -- Possession Processing -- Mental Stimulus Processing -- Information Processing -- Services Pose Distinct Marketing Challenges -- The 7 Ps of Services Marketing -- The Traditional Marketing Mix Applied to Services -- Product Elements -- Place and Time -- Price and Other User Outlays -- Promotion and Education -- The Extended Services Marketing Mix for Managing the Customer Interface -- Process -- Physical Environment -- People -- Marketing Must Be Integrated with Other Management Functions -- A Framework for Developing Effective Service Marketing Strategies -- Part I: Understanding Service Products, Consumers, and Markets -- Part II: Applying the 4 Ps of Marketing to Services -- Part III: Managing the Customer Interface -- Part IV: Implementing Profitable Service Strategies -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 2: Consumer Behavior in a Services Context.
The Three-Stage Model of Service Consumption -- Prepurchase Stage -- Need Awareness -- Information Search -- Evaluating Alternatives -- Purchase Decision -- Service Encounter Stage -- Service Encounters Are "Moments of Truth" -- Service Encounters Range from High Contact to Low Contact -- The Servuction System -- Theater as Metaphor for Service Delivery: An Integrative Perspective -- Role and Script Theories -- Postencounter Stage -- Customer Satisfaction with Service Experiences -- Service Expectations -- Are Expectations Always the Right Comparison Standard? -- Customer Delight -- Links between Customer Satisfaction and Corporate Performance -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 3: Positioning Services in Competitive Markets -- What is Required for Positioning Services Effectively? -- Achieve Competitive Advantage Through Focus -- Market Segmentation Forms the Basis for Focused Strategies -- Identifying and Selecting Target Segments -- Service Attributes and Levels -- Important versus Determinant Attributes -- Establishing Service Levels -- Positioning Distinguishes a Brand from its Competitors -- Developing an Effective Positioning Strategy -- Market, Internal, and Competitor Analyses -- Using Positioning Maps to Plot Competitive Strategy -- An Example of Applying Positioning Maps to the Hotel Industry -- Mapping Future Scenarios to Identify Potential Competitive Responses -- Positioning Charts Help Executives Visualize Strategy -- Changing Competitive Positioning -- Changing Perceptions through Advertising -- Innovation in Positioning -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Part II: Applying the 4 Ps of Marketing to Services -- Chapter 4: Developing Service Products: Core and Supplementary Elements. Planning and Creating Service Products -- Service Product -- Designing the Service Concept -- The Flower of Services -- Facilitating Supplementary Services -- Enhancing Supplementary Services -- Managerial Implications -- Branding Service Products and Experiences -- Branding Strategies for Services -- Tiering Service Products with Branding -- Offering a Branded Experience -- New Service Development -- A Hierarchy of New Service Categories -- Reengineering Service Processes -- Physical Goods as a Source of New Service Ideas -- Using Research to Design New Services -- Achieving Success in New Service Development -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 5: Distributing Services Through Physical and Electronic Channels -- Distribution in a Services Context -- What Is Distributed? -- Distribution Options for Servicing Customers: Determining the Type of Contact -- Customers Visit the Service Site -- Service Providers Go to Their Customers -- The Service Transaction Is Conducted Remotely -- Channel Preferences Vary among Consumers -- Place and Time Decisions -- Where Should Service Be Delivered in a Brick-and-Mortar Context? -- When Should Service Be Delivered? -- Delivering Services in Cyberspace -- Service Delivery Innovations Facilitated by Technology -- E-Commerce: The Move to Cyberspace -- The Role of Intermediaries -- Franchising -- The Challenge of Distribution in Large Domestic Markets -- Distributing Services Internationally -- Factors Favoring Adoption of Transnational Strategies -- Barriers to International Trade in Services -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 6: Setting Prices and Implementing Revenue Management -- Effective Pricing is Central to Financial Success -- Objectives for Establishing Prices. Pricing Strategy Stands on Three Foundations -- Cost-Based Pricing -- Value-Based Pricing -- Competition-based Pricing -- Revenue Management: What it is and how it works -- Reserving Capacity for High-yield Customers -- Price Elasticity -- Designing Rate Fences -- Ethical Concerns in Service Pricing -- Service Pricing Is Complex -- Piling on the Fees -- Designing Fairness into Revenue Management -- Putting Service Pricing into Practice -- How Much to Charge? -- What Should Be the Specified Basis for Pricing? -- Who Should Collect Payment? -- Where Should Payment Be Made? -- When Should Payment Be Made? -- How Should Payment Be Made? -- How Should Prices Be Communicated to the Target Markets? -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 7: Promoting Services and Educating Customers -- The Role of Marketing Communications -- Position and Differentiate the Service -- Promote the Contribution of Service Personnel and Backstage Operations -- Add Value through Communication Content -- Facilitate Customer Involvement in Service Production -- Stimulate or Dampen Demand to Match Capacity -- Challenges of Services Communications -- Problems of Intangibility -- Overcoming the Problems of Intangibility -- Marketing Communications Planning -- Defining the Target Audience -- Specifying Communication Objectives -- The Marketing Communications Mix -- Communications Originate from Different Sources -- Messages Transmitted through Traditional Marketing Channels -- Messages Transmitted through the Internet -- Messages Transmitted through Service Delivery Channels -- Messages Originating from Outside the Organization -- Ethical and Consumer Privacy Issues in Communications -- The Role of Corporate Design -- Integrating Marketing Communications -- Conclusion -- Chapter Summary -- Review Questions. Application Exercises -- Endnotes -- Part III: Managing the Customer Interface -- Chapter 8: Designing and Managing Service Processes -- Flowcharting Customer Service Processes -- Flowcharting is a Simple Tool to Document Service Processes -- Insights from Flowcharting -- Blueprinting Services to Create Valued Experiences and Productive Operations -- Developing a Blueprint -- Blueprinting the Restaurant Experience: A Three-Act Performance -- Identifying Fail Points -- Failure Proofing to Design Fail Points Out of Service Processes -- Setting Service Standards and Target -- Service Process Redesign -- Service Process Redesign Should Improve Both Quality and Productivity -- The Customer as Co-Producer -- Levels of Customer Participation -- Reducing Service Failures Caused by Customers -- Customers as Partial Employees -- Self-Service Technologies -- Psychological Factors in Customer Self-Service -- What Aspects of SSTs Please or Annoy Customers? -- Managing Customers' Reluctance to Change -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 9: Balancing Demand and Productive Capacity -- Fluctuations in Demand Threaten Profitability -- Defining Productive Capacity -- From Excess Demand to Excess Capacity -- Managing Capacity -- Capacity Levels Can Sometimes Be Stretched or Shrunk -- Adjusting Capacity to Match Demand -- Analyze Patterns of Demand -- Demand Varies by Market Segment -- Understanding Patterns of Demand -- Managing Demand -- Marketing Mix Elements Can Be Used to Shape Demand Patterns -- Inventory Demand Through Waiting Lines and Queuing Systems -- Waiting Is a Universal Phenomenon -- Why Waiting Lines Occur -- Managing Waiting Lines -- Different Queue Configurations -- Virtual Waits -- Queuing Systems Can Be Tailored to Market Segments -- Customer Perceptions of Waiting Time. The Psychology of Waiting Time. |
| Record Nr. | UNINA-9910153149903321 |
|
Lovelock Christopher H.
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||
| Boston : , : Pearson, , [2011] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
