UID:
almafu_9958128111902883
Format:
1 online resource (273 p.)
Edition:
3rd ed.
ISBN:
1-136-36679-2
,
1-281-00642-4
,
9786611006426
,
0-08-049306-8
Content:
Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements.This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for exam
Note:
Previous ed. published in 1999 under title: Management and marketing of services.
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Front Cover; Services Marketing Management; Copyright Page; Contents; Preface; Acknowledgements; 1. Introducing services; 1.1 'What is this thing called service?'; 1.2 Characteristics of services; 1.3 The '7 Ps' of services; 1.4 Customer involvement and uncertainty; 1.5 Expectations and perceptions of a service; 1.6 Core and augmented service; 1.7 The 'McDonaldization' of services; 1.8 The downside of McDonaldization; 1.9 Technology in services; 1.10 Call centres; 1.11 The trouble with service ...; Summary; Appendix 1.1 Technology and the future of services; References
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2. Organization for service2.1 'Organization realities'; 2.2 Structure of organizations; 2.3 Culture of organizations; 2.4 Types of organization culture; 2.5 Organizational climate; 2.6 Defensive behaviour; 2.7 Explanation for defensive behaviour; 2.8 Organizing for service; 2.9 Empowerment; 2.10 Criticism of the new service management school of thought; 2.11 The virtual organization; Summary; References; 3. Design of the service; 3.1 The concept of design; 3.2 Service classification: a design issue; 3.3 Objects of the service processes; 3.4 Customer contact; 3.5 Service blueprint
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3.6 The 3 logicsSummary; Appendix 3.1 A procedure for blueprinting a service; References; 4. The service setting; 4.1 The service setting framework; 4.2 Types of service setting; 4.3 The role of the service setting; 4.4 The service setting and consumer behaviour; 4.5 Environmental dimensions of the service setting; 4.6 Three service settings; Summary; References; 5. Service quality; 5.1 The quality challenge; 5.2 Definitions of quality (and implications for service quality); 5.3 Standards; 5.4 Hard and soft standards; 5.5 The Gaps Model of Service Quality; 5.6 SERVQUAL (what to measure)
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5.7 The SERVQUAL Scale5.8 Tools of quality; 5.9 Quality programmes; 5.10 Cost of quality; Summary; References; 6. The service encounter; 6.1 The essence of an encounter; 6.2 Service encounter as theatre; 6.3 Scripts; 6.4 Emotional labour; 6.5 The critical incident technique; 6.6 Dysfunctional customers, deviant employees - an everyday occurrence in the service encounter?; Summary; References; 7. Managing people; 7.1 Customer contact staff; 7.2 Emotional labour; 7.3 Empowerment; 7.4 Recruitment; 7.5 Orientation and socialization; 7.6 Orientation; 7.7 Gaining commitment from employees
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7.8 Staff dissatisfaction7.9 Staff turnover; 7.10 Internal marketing; Summary; References; 8. Demand and capacity management; 8.1 The basic problem: perishability; 8.2 Service capacity: resources and assets; 8.3 Service demand; 8.4 Managing demand and capacity; 8.5 Aligning demand and capacity: the options; 8.6 Yield management (also known as revenue management); 8.7 Waiting and queuing; 8.8 Queuing: a behavioural perspective; Summary; References; 9. Service communications; 9.1 Integrated marketing communications; 9.2 The role for communications; 9.3 Services communication
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9.4 Key communication variables
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English
Additional Edition:
ISBN 1-138-13873-8
Additional Edition:
ISBN 0-7506-6674-9
Language:
English
Keywords:
Electronic books
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