Authors: Christopher H Lovelock, Lauren Wright
ISBN-13: 9780130404671, ISBN-10: 0130404675
Format: Hardcover
Publisher: Prentice Hall
Date Published: January 2002
Edition: 2nd Edition
Christopher Lovelock is one of the pioneers of services marketing. Based in Massachusetts, he gives seminars and workshops for managers around the world and also teaches an MBA service marketing course at the Yale School of Management. His distinguished academic career has included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland. He has also held appointments at Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at The University of Queensland in Australia and at both INSEAD and Theseus Institute in France. Christopher obtained a BCom and an MA in economics from the University of Edinburgh, then worked in advertising with the London office of J. Walter Thompson Co. and in corporate planning with Canadian Industries Ltd. in Montreal. Later, he obtained an MBA from Harvard and a PhD from Stanford. Author or coauthor of over 60 articles, more than 100 teaching cases, and 26 books, he serves on the editorial review boards of the International Journal of Service Industry Management, Journal of Service Research, and Service Industries Journal. He is a recipient of the American Marketing Association's Award for Career Contributions to the Services Discipline and a best article award from the Journal of Marketing. He has also been recognized for excellence in case writing and in 2000 won the Business Week European Case Award.
Lauren Wright is a professor and former marketing department chair at California State University Chico. In 1998, she was a visiting faculty fellow at the University of Canterbury in Christchurch, New Zealand.Winner of several awards for outstanding undergraduateteaching, Lauren has been recognized as a Master Teacher at CSU Chico and consults with faculty campus-wide on effective teaching techniques. Her name is listed in the 1998 publication Who's Who Among America's Teachers and Strathmore's Who's Who for 1999-2000. She is past chair of the American Marketing Association's Special Interest Group for Services Marketing (SERVSIG), founded the annual SERVSIG Doctoral Consortium, and has served as research director for the International Service Quality Association. She has published numerous articles on service quality, new service success, business process redesign, and innovative teaching pedagogies and has presented her research findings at many national and international conferences. She holds a BS from the University of Oregon and MBA and PhD degrees from Pennsylvania State University, where she won the Marketing Science Doctoral Dissertation Award for her work on the factors affecting new service success.
This supplementary text complements traditional marketing principles texts, emphasizing that the differences between specific categories of services may be as important to student understanding as the broader differences between goods marketing and services marketing. The text shows how different technologies, especially information technology, are changing the nature of service delivery, and makes use of recent research in areas such as service encounters and relationship marketing. This second edition contains two new chapters, within a restructured service decision framework. Lovelock teaches service marketing at Yale School of Management; Wright teaches marketing at California State University.
Annotation © Book News, Inc., Portland, OR
Preface | xvi | |
Acknowledgments | xviii | |
Part 1 | Understanding Services | 2 |
Chapter 1 | Why Study Services? | 4 |
Services in the Modern Economy | 6 | |
Marketing Services Versus Physical Goods | 9 | |
An Integrated Approach to Service Management | 13 | |
The Evolving Environment of Services | 15 | |
A Structure for Making Service Management Decisions | 22 | |
Chapter 2 | Understanding Service Processes | 26 |
How do Services Differ from One Another? | 28 | |
Service as a Process | 32 | |
Different Processes Pose Distinctive Management Challenges | 38 | |
Part 2 | The Service Customer | 48 |
Chapter 3 | Managing Service Encounters | 50 |
Where Does the Customer Fit in the Service Operation? | 52 | |
Managing Service Encounters | 55 | |
Service as a System | 60 | |
The Customer as Corproducer | 69 | |
Chapter 4 | Customer Behavior in Service Environments | 74 |
Focusing on the Right Customers | 76 | |
Understanding Customer Needs and Expectations | 78 | |
How Customers Evaluate Service Performances | 83 | |
The Purchase Process for Services | 88 | |
Mapping the Customer's Service Experience | 91 | |
Chapter 5 | Relationship Marketing and Customer Loyalty | 96 |
Targeting the Right Customers | 98 | |
From Transactions to Relationships | 99 | |
Creating and Maintaining Valued Relationships | 103 | |
The Problem of Customer Misbehavior | 110 | |
Chapter 6 | Complaint Handling and Service Recovery | 118 |
Consumer Complaining Behavior | 120 | |
Impact of Service Recovery Efforts on Customer Loyalty | 127 | |
Service Guarantees | 130 | |
Part 3 | Service Marketing Strategy | 138 |
Chapter 7 | The Service Product | 140 |
The Service Offering | 142 | |
Identifying and Classifying Supplementary Services | 143 | |
Service Design | 153 | |
Reengineering Service Processes | 162 | |
Chapter 8 | Pricing Strategies for Services | 166 |
Paying for Service: the Customer's Perspective | 168 | |
Foundations of Pricing Strategy | 175 | |
Pricing and Demand | 179 | |
Putting Pricing Strategies into Practice | 182 | |
Chapter 9 | Promotion and Education | 190 |
The Role of Marketing Communication | 192 | |
Communication Strategies for Services | 193 | |
The Marketing Communications Mix | 199 | |
Marketing Communications and the Internet | 207 | |
Chapter 10 | Service Positioning and Design | 214 |
The Need for Focus | 216 | |
Creating A Distinctive Service Strategy | 217 | |
Service Positioning | 219 | |
Perceptual Maps as Positioning Tools | 221 | |
Creating and Promoting Competitive Advantage | 227 | |
New Service Development | 230 | |
Part 4 | Service Delivery Issues | 238 |
Chapter 11 | Creating Delivery Systems in Place, Cyberspace, and Time | 240 |
Evaluating Alternative Delivery Channels | 242 | |
Options for Service Delivery | 244 | |
Physical Evidence and the Servicescape | 247 | |
Place, Cyberspace, and Time Decisions | 251 | |
The Role of Intermediaries | 258 | |
Chapter 12 | Creating Value Through Productivity and Quality | 262 |
Minding the Service Ps and Qs | 264 | |
Understanding Service Quality | 265 | |
Customer Satisfaction | 272 | |
Productivity Issues for Service Firms | 279 | |
Chapter 13 | Balancing Demand and Capacity | 286 |
The Ups and Downs of Demand | 288 | |
Measuring and Managing Capacity | 289 | |
Understanding the Patterns and Determinants of Demand | 292 | |
Strategies for Managing Demand | 296 | |
Chapter 14 | Managing Customer Waiting Lines and Reservations | 302 |
Waiting to Get Processed | 304 | |
Minimizing the Perceived Length of the Wait | 308 | |
Calculating Wait Times | 311 | |
Reservations | 314 | |
Appendix | Poisson Distribution Table | 319 |
Part 5 | Integrating Marketing, Operations, and Human Resources | 320 |
Chapter 15 | Employee Roles in Service Organizations | 322 |
Human Resources: An Asset Worth Managing | 324 | |
Human Resource Issues in High-Contact Environments | 324 | |
Job Design and Recruitment | 327 | |
Empowerment of Employees | 331 | |
Service Jobs as Relationships | 333 | |
Human Resources Management in a Multicultural Context | 340 | |
Chapter 16 | The Impact of Technology on Services | 344 |
Technology in Service Environments | 346 | |
It and the Augmented Service Product | 350 | |
The Digital Revolution | 354 | |
Service Strategy and the Internet | 358 | |
Guidelines for Effective use of Technology | 363 | |
Chapter 17 | Organizing for Service Leadership | 368 |
The Search for Synergy in Service Management | 370 | |
Creating a Leading Service Organization | 376 | |
In Search of Leadership | 380 | |
Cases | 392 | |
Glossary | 423 | |
Credits | 429 | |
Index | 431 |