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CONTENTS
Preface = xv
PART Ⅰ SERVICE MARKETING : THE TRADITIONAL AND EMERGING VIEWS = 1
Chapter 1 SERVICES VS. GOODS = 3
1.1 Introduction = 3
1.2 Unique Characteristics of Services = 7
1.3 Marketing Management for Services : Expanding the Marketing Mix = 10
1.4 The Importance of Service Quality and Customer Satisfaction Measurement = 12
1.5 All Marketers Must Be Service Marketers = 13
1.6 The Components of a Service = 15
1.7 Customer Evaluation of Services = 18
1.8 Defensive Marketing = 19
1.9 The Organization of This Book = 20
1.10 Summary = 21
Review Questions = 22
Chapter 2 THE NATURE OF DEMAND FOR SERVICES = 24
2.1 Introduction = 24
2.2 What Drives Demand for Services = 25
2.3 What Marketing Can Do to Shape Demand = 29
2.4 Managing Service Capacity = 36
2.5 Getting the Most Out of Capacity = 39
2.6 Summary = 40
Review Questions = 41
Chapter 3 FRAMEWORK FOR SERVICE MARKETING MANAGEMENT = 43
3.1 Introduction = 43
3.2 Central Assumptions = 44
3.3 Guiding Principles = 46
3.4 A Blueprint for Service Marketing Management = 47
3.5 Conclusions = 49
Review Questions = 50
CASE : Club Med(A) = 51
PART Ⅱ FOCUSING THE ORGANIZATION = 71
Chapter 4 FOCUSING AND POSITIONING = 73
4.1 The Purpose of the Organization = 73
4.2 The Service Strategy = 73
4.3 Market Sharing and Market Creation = 78
Review Questions = 86
Chapter 5 IDENTIFYING CUSTOMER GROUPS = 87
5.1 Overview = 87
5.2 Direct Customers = 89
5.3 Indirect Customers = 89
5.4 Decision Makers = 91
5.5 Supplier Customers = 91
5.6 Opinion Leaders = 92
5.7 Regulators = 94
5.8 Competitors = 95
5.9 Internal Customers = 95
5.10 Avoiding the Customer Blind Spot = 96
Review Questions = 97
CASES
Shouldice Hospital Limited = 99
Nordstrom = 117
PART Ⅲ LISTENING TO THE CUSTOMER = 153
Chapter 6 METHODS OF LISTENING TO THE CUSTOMER = 155
6.1 The Importance of Listening to the Customer = 155
6.2 The Structure of a Service = 158
6.3 Using a Group of Subjects : Focus Groups = 160
6.4 One-on-One Methods : The In-Depth Interview = 163
6.5 Leading-Edge User Studies = 168
6.6 Direct Observation = 169
6.7 How Much Exploratory Research Is Enough? = 170
6.8 Using Management Experience = 172
6.9 The SERVQUAL Dimensions = 172
6.10 Organizing the List of Attributes = 173
6.11 Summary = 175
Review Questions = 177
Chapter 7 COMPLAINT MANAGEMENT = 179
7.1 Overview = 179
7.2 Defensive Marketing and Complaint Management = 179
7.3 The Value of a Customer = 180
7.4 The(Unfortunate) State of Complaint Management = 182
7.5 Principles of Complaint Management = 186
7.6 Learning from Complaints = 188
7.7 Problem Impact Tree Analysis = 189
7.8 Summary = 194
Review Questions = 194
Chapter 8 SERVICE GUARANTEES = 196
8.1 Overview = 196
8.2 Examples of Successful Satisfaction Guarantees = 196
8.3 Satisfaction Guarantees That Have Not Worked = 199
8.4 Characteristics of a Good Guarantee = 199
8.5 Why a Guarantee Works = 200
8.6 When Is a Guarantee Not a Good Idea? = 203
8.7 Cheating = 204
8.8 Financial Impact = 204
8.9 Lessons from the Hampton Inn Guarantee = 205
8.10 Summary = 206
Review Questions = 206
CASES
The Customer Complaint Letter(A) = 209
Getting the Bugs Out / Tom Richman = 213
Federal Express : The Money Back Guarantee(A) = 220
PART Ⅳ MEASURING CUSTOMER SATISFACTION = 225
Chapter 9 THE PSYCHOLOGY OF CUSTOMER SATISFACTION = 227
9.1 Overview = 227
9.2 Perceptions and Reality = 227
9.3 Satisfaction : An Emotional Response = 229
9.4 Delight = 229
9.5 Expectations = 231
9.6 Disconfirmation(Gaps) = 232
9.7 The Satisfaction Process = 232
9.8 Value = 234
9.9 Utility and Choice = 235
9.10 Summary = 238
Review Questions = 238
Chapter 10 DESIGNING CUSTOMER SATISFACTION SURVEYS = 240
10.1 Overview = 240
10.2 Preparing to Survey = 241
10.3 Sampling = 243
10.4 Data Collection = 245
10.5 Wording = 247
10.6 Unnecessary Questions = 249
10.7 Questionnaire Structure = 250
10.8 Other Issues = 253
10.9 Summary = 255
Review Questions = 255
Chapter 11 ANALYZING CUSTOMER SATISFACTION SURVEYS = 257
11.1 Overview = 257
11.2 Predicting Repurchase Intention = 257
11.3 Predicting Overall Satisfaction = 258
11.4 Predicting Overall Delight = 260
11.5 Predicting Process Satisfaction = 261
11.6 Predicting Process Delight = 262
11.7 Estimating Relative Importance = 263
11.8 Importance-Performance Mapping = 265
11.9 Summary = 269
Review Questions = 269
APPENDIX TO CHAPTER 11 : Statistical Quality Control of Customer Satisfaction = 270
11A.1 The Philosophy of Quality Control = 270
11A.2 Control Charts = 272
11A.3 Quality Control in Manufacturing = 273
11A.4 Quality Control in Service = 274
11A.5 Multisample Statistics for Quality Control = 275
11A.6 Investigating Means = 275
11A.7 Investigating Proportions = 278
11A.8 Investigating Variation = 278
11A.9 Assignable Causes(Special Causes) = 278
11A.10 Summary = 282
Review Questions = 282
CASE : A Measure of Delight : The Pursuit of Quality at AT&T Universal Card Services(A) = 283
PART Ⅴ DETERMINING FINANCIAL IMPACT = 307
Chapter 12 MEASURING THE BENEFITS OF SERVICE IMPROVEMENT : TRADITIONAL METHODS = 309
12.1 How Quality Generates Profits = 309
12.2 The Cost of Quality = 312
12.3 The Value of Customer Retention = 312
12.4 The Value of New Customers = 315
12.5 Conclusions = 318
Review Questions = 319
Chapter 13 THE COST OF QUALITY = 321
13.1 Quality-Cost Trade-off = 321
13.2 Cost of Quality = 321
13.3 Obstacles to Cost-of-Quality = 324
13.4 Implementing Cost-of-Quality Programs = 326
13.5 Limitations = 328
13.6 Summary = 329
Review Questions = 329
Chapter 14 RETURN ON QUALITY = 331
14.1 Introduction = 331
14.2 Putting the Information Together = 332
14.3 An Example = 340
14.4 Summary = 341
Review Questions = 342
APPENDIX TO CHAPTER 14 : Technical Details of the Return-on-Quality Model = 343
14A.1 Estimating the Importance Weights = 343
14A.2 The Chain of Effects from Process to Retention = 344
14A.3 The NPV Calculation = 345
14A.4 Computing Market Share Over Time = 346
PART Ⅵ IMPROVING SERVICE = 349
Chapter 15 MOMENTS OF TRUTH = 351
15.1 Managing the Moment of Truth = 351
15.2 Designing the Process : Blueprinting Services = 355
15.3 Designing the Process : Quality Function Deployment = 363
15.4 Managing People : Using "Internal Marketing" to Improve Service = 367
15.5 Managing the Physical Evidence = 369
15.6 Summary = 371
Review Questions = 372
Chapter 16 RELATIONSHIP MARKETING = 374
16.1 Introduction : The Growth of Relationship Marketing = 374
16.2 Developing Relationships = 378
16.3 The Future of Relationship Marketing = 387
16.4 Summary = 388
Review Questions = 388
Chapter 17 EMPLOYEE EMPOWERMENT = 381
17.1 Introduction = 381
17.2 The Basics of Empowerment = 392
17.3 Designing Empowered Organizations = 402
17.4 Motivating Empowered Employees = 404
17.5 Managerial Imperatives = 409
17.6 Conclusions = 416
Review Questions = 417
Chapter 18 THE SERVICE-BASED BUSINESS PLAN = 420
18.1 Introduction = 420
18.2 The Planning Cycle = 421
18.3 The Benefits of Planning = 422
18.4 Stages in the Planning Process = 425
18.5 An Outline of a Plan = 433
18.6 Summary = 439
Review Questions = 440
CASES : Au Bon Pain : The French Bakery Caf e ´ The Partner／Manager Program = 443
APPENDIX A
An Introduction to the Partner／Manager Program = 464
Cumberland Hotels : Planning for Quality / Roland T. Rust ; Anthony J. Zahorik ; Timothy L. Keiningham = 469
PART Ⅶ THE FUTURE OF SERVICE MARKETING = 483
Chapter 19 IMPLICATIONS OF TECHNOLOGY = 485
19.1 Overview = 485
19.2 The Digital Age = 486
19.3 Marketing : Faster and Smarter = 487
19.4 Consumer Power = 488
19.5 The Death of Advertising = 490
19.6 The Decline of Retailing = 491
19.7 Customer Service : More Important than Ever = 491
19.8 Adaptive Marketing : The New Paradigm = 491
Review Questions = 493
CREDITS = 495
INDEX = 497
