Services Marketing

Résumé du livre

Cover -- Services Marketing -- Contents -- List of figures -- List of tables -- Preface -- Guided tour -- Publisher's acknowledgements -- Part 1 Basic concept: The Service Value Chain -- Managing the service process by the Service Value Chain -- It's all about value -- Services are processes -- The Service Value Chain -- Summary -- Case study: Creating value at Ritz-Carlton -- Value creation by services marketing: Service Value Chain and Service Profit Chain -- Integrating the Service Value Chain and the Service Profit Chain -- Customer value -- Value-driving customer behaviours -- How customers evaluate services -- Value contribution of the Service Value Chain -- Summary -- Case study: The service profit chain at a UK Grocery Store -- Case Study: The Service Profit Chain At Canadian Imperial bank of Commerce (Cibc) -- Part 2 Primary value processes: Managinginteractions and relationships -- The customer interaction process: Managing customer integration, the service encounter and service recovery -- Value creation by service interactions -- Customer integration -- Producing a service in the service encounter -- Service recovery -- Summary -- Case Study: Fujitsu Consulting: Mobile Operators creating Value by Service Interactions -- The customer relationship process: Managing customer acquisition, retention and recovery -- Value contribution of customer relationships -- Understanding customer relationships -- Understanding and managing relational behaviours -- Relationship quality: Customer perceptions of their relationships to service providers -- Summary -- Case Study: Tesco's Clubcard -- Part 3 Secondary value processes: Creating service value -- Defining the benefit part of service value: The service product -- Value contribution of the service product -- Elements of the service product -- Decisions regarding the service product -- Summary -- Case Study: Recreational Equipment (REI): The Greatest Shop In The World -- Defining the cost part of service value: Service pricing -- Value contribution of pricing -- Determining service price -- Strategic options of price discrimination -- Summary -- Case Study: Restructuring The Pricing Strategy of An Australian Football Club -- Delivering service value: Managing service delivery -- Value contribution of service delivery -- Place of service delivery -- Timing of service delivery -- Channels of service distribution and delivery -- Summary -- Case Study: Multi-Channelling Atmövenpick Wein Corporation -- Communicating service value: Service communications and branding -- Value contribution of branding and communications -- Interactional, relational and brand communications -- Service branding and communications -- Instruments of service communications -- Integrated communications -- Summary -- Case Study: Virgin Mobile: Growth Through Branding and Communications In a Saturated Market -- Part 4 Secondary value processes: Managing service resources for value -- Managing employees, tangibles and technology for value -- Managing the behaviour of service employees --ti.