|
|
|
|
| LEADER |
11890nam a22005533i 4500 |
| 001 |
EBC5186470 |
| 003 |
MiAaPQ |
| 005 |
20210318061024.0 |
| 006 |
m o d | |
| 007 |
cr cnu|||||||| |
| 008 |
210318s2017 xx o ||||0 eng d |
| 020 |
|
|
|a 9781292090061
|q (electronic bk.)
|
| 020 |
|
|
|z 9781292089959
|
| 035 |
|
|
|a (MiAaPQ)EBC5186470
|
| 035 |
|
|
|a (Au-PeEL)EBL5186470
|
| 035 |
|
|
|a (CaPaEBR)ebr11483690
|
| 035 |
|
|
|a (CaONFJC)MIL1018046
|
| 035 |
|
|
|a (OCoLC)1015884204
|
| 040 |
|
|
|a MiAaPQ
|b eng
|e rda
|e pn
|c MiAaPQ
|d MiAaPQ
|
| 050 |
|
4 |
|a HD9980.5
|b .W578 2018
|
| 082 |
0 |
|
|a 658.8
|
| 100 |
1 |
|
|a Wirtz, Jochen.
|
| 245 |
1 |
0 |
|a Essentials of Services Marketing, Global Edition.
|
| 250 |
|
|
|a 3rd ed.
|
| 264 |
|
1 |
|a Harlow, United Kingdom :
|b Pearson Education, Limited,
|c 2018.
|
| 264 |
|
4 |
|c ©2018.
|
| 300 |
|
|
|a 1 online resource (705 pages)
|
| 336 |
|
|
|a text
|b txt
|2 rdacontent
|
| 337 |
|
|
|a computer
|b c
|2 rdamedia
|
| 338 |
|
|
|a online resource
|b cr
|2 rdacarrier
|
| 505 |
0 |
|
|a Cover -- Title Page -- Copyright Page -- Brief Contents -- Dedication -- About the Authors -- Contents -- Preface -- Acknowledgments -- Part I: Understanding Service Markets, Products, and Customers -- 1. Introduction to Services Marketing -- Why Study Services? -- Services Dominate the Global Economy -- Most New Jobs Are Generated by Services -- Understanding Services Offers Personal Competitive Advantage -- What Are the Principal Industries of the Service Sector? -- Contribution to Gross Domestic Product -- Powerful Forces Are Transforming Service Markets -- B2B Services as a Core Engine of Economic Development -- What Are Services? -- Benefits without Ownership -- Defining Services -- 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 -- The Extended Services Marketing Mix for Managing the Customer Interface -- Marketing Must Be Integrated with Other Management Functions -- The Service-Profit Chain -- A Framework for Developing Effective Service Marketing Strategies -- 2. Consumer Behavior in a Services Context -- The Three-Stage Model of Service Consumption -- Pre-Purchase Stage -- Need Awareness -- Information Search -- Evaluation of Alternative Services -- 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 -- Perceived Control Theory -- Post-Encounter Stage -- Customer Satisfaction -- Service Quality.
|
| 505 |
8 |
|
|a Customer Loyalty -- 3. Positioning Services in Competitive Markets -- Customer-Driven Services Marketing Strategy -- Customer, Competitor, and Company Analysis (3Cs) -- Segmentation, Targeting, and Positioning (STP) -- Segmenting Service Markets -- Important versus Determinant Service Attributes -- Segmenting Based on Service Levels -- Targeting Service Markets -- Achieving Competitive Advantage through Focus -- Principles of Positioning Services -- 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 -- Developing an Effective Positioning Strategy -- Part II: Applying the 4 Ps of Marketing to Services -- 4. Developing Service Products And Brands -- Creating Service Products -- What Are the Components of a Service Product? -- The Flower of Service -- Facilitating Supplementary Services -- Enhancing Supplementary Services -- Branding Service Firms, Products, and Experiences -- Branding Strategies for Services -- Tiering Service Products with Branding -- Building Brand Equity -- Delivering Branded Service Experiences -- New Service Development -- A Hierarchy of New Service Categories -- Achieving Success in New Service Development -- 5. Distributing Services through Physical and Electronic Channels -- Distribution in a Services Context -- What Is Being Distributed? -- How Should a Service Be Distributed? -- Customers Visit the Service Site -- Service Providers Go to Their Customers -- The Service Transaction Is Conducted Remotely -- Channel Preferences Vary among Customers -- Channel Integration Is Key -- Where Should a Service Facility Be Located? -- Strategic Location Considerations -- Tactical Location Considerations -- Innovative Location Strategies.
|
| 505 |
8 |
|
|a When Should Service Be Delivered? -- The Role of Intermediaries -- Benefits and Costs of Alternative Distribution Channels -- Franchising -- Other Intermediaries -- The Challenge of Distribution in Large Domestic Markets -- Distributing Services Internationally -- Factors Favoring Adoption of Transnational Strategies -- Barriers to International Trade in Services -- How to Enter International Markets -- 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 -- Reducing Related Monetary and Non-Monetary Costs -- Competition-Based Pricing -- Revenue Management: What It Is and How It Works -- Reserving Capacity for High-Yield Customers -- How Can We Measure the Effectiveness of a Firm's Revenue Management? -- How Does Competitors' Pricing Affect Revenue Management? -- Price Elasticity -- Designing Rate Fences -- Fairness and 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 Should Be Charged? -- What Should Be the Specified Basis for Pricing? -- Who Should Collect Payment and Where Should Payment Be Made? -- When Should Payment Be Made? -- How Should Payment Be Made? -- How Should Prices Be Communicated to the Target Markets? -- 7. Promoting Services and Educating Customers -- Integrated Service Marketing Communications -- Defining the Target Audience -- Specifying Service Communication Objectives -- Strategic Service Communications Objectives -- Tactical Service Communications Objectives -- Crafting Effective Service Communication Messages -- Problems of Intangibility -- Overcoming the Problems of Intangibility.
|
| 505 |
8 |
|
|a The Services Marketing Communications Mix -- Communications Originate from Different Sources -- Messages Transmitted through Traditional Marketing Channels -- Messages Transmitted Online -- Messages Transmitted through Service Delivery Channels -- Messages Originating from Outside the Organization -- Timing Decisions of Services Marketing Communications -- Budget Decisions and Program Evaluation -- Ethical and Consumer Privacy Issues in Communications -- The Role of Corporate Design -- Integrated Marketing Communications -- Part III: Managing the Customer Interface -- 8. Designing Service Processes -- What Is a Service Process? -- Designing and Documenting Service Processes -- Developing a Service Blueprint -- Blueprinting the Restaurant Experience: A Three-Act Performance -- Identifying Fail Points -- Fail-Proofing to Design Fail Points out of Service Processes -- Setting Service Standards and Targets -- Consumer Perceptions and Emotions in Service Process Design -- Service Process Redesign -- Service Process Redesign Should Improve Both Quality and Productivity -- Customer Participation in Service Processes -- Customers as Service Co-Creators -- Reducing Service Failures Caused by Customers -- Self-Service Technologies -- Customer Benefits and Adoption of Self-Service Technology -- Customer Disadvantages and Barriers of Adoption of Self-Service Technology -- Assessing and Improving SSTs -- Managing Customers' Reluctance to Change -- 9. Balancing Demand and Capacity -- Fluctuations in Demand Threaten Profitability -- From Excess Demand to Excess Capacity -- Building Blocks of Managing Capacity and Demand -- Defining Productive Service Capacity -- Managing Capacity -- Stretching Capacity Levels -- Adjusting Capacity to Match Demand -- Understand Patterns of Demand -- Managing Demand -- Marketing Mix Elements Can Be Used to Shape Demand Patterns.
|
| 505 |
8 |
|
|a Inventory Demand through Waiting Lines and Queuing Systems -- Waiting Is a Universal Phenomenon -- 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 -- Inventory Demand through Reservations Systems -- Reservations Strategies Should Focus on Yield -- Create Alternative Use for Otherwise Wasted Capacity -- 10. Crafting the Service Environment -- Service Environments-an Important Element of the Services Marketing Mix -- What Is the Purpose of Service Environments? -- Shape Customers' Service Experiences and Behaviors -- Signal Quality and Position, Differentiate, and Strengthen the Brand -- Core Component of the Value Proposition -- Facilitate the Service Encounter and Enhance Productivity -- The Theory behind Consumer Responses to Service Environments -- Feelings Are a Key Driver of Customer Responses to Service Environments -- The Servicescape Model-An Integrative Framework -- Dimensions of the Service Environment -- The Effect of Ambient Conditions -- Spatial Layout and Functionality -- Signs, Symbols, and Artifacts -- People Are Part of the Service Environment Too -- Putting It All Together -- Design with a Holistic View -- Design from a Customer's Perspective -- Tools to Guide Servicescape Design -- 11. Managing People for Service Advantage -- Service Employees Are Extremely Important -- Service Personnel as a Source of Customer Loyalty and Competitive Advantage -- Front-Line Work Is Difficult and Stressful -- Service Jobs Are Boundary-Spanning Positions -- Sources of Role Conflict -- Emotional Labor -- Service Sweatshops -- Cycles of Failure, Mediocrity, and Success -- The Cycle of Failure -- The Cycle of Mediocrity -- The Cycle of Success -- Human Resource Management-How to Get It Right?.
|
| 505 |
8 |
|
|a Hire the Right People.
|
| 520 |
|
|
|a Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear.
|
| 526 |
0 |
|
|a BA240 - Bachelor of Business Administration (Hons.) Marketing
|z Syllabus Programme
|
| 588 |
|
|
|a Description based on publisher supplied metadata and other sources.
|
| 590 |
|
|
|a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
|
| 650 |
|
0 |
|a Service industries-Marketing..
|
| 650 |
|
0 |
|a Business and Management.
|
| 655 |
|
4 |
|a Electronic books.
|
| 700 |
1 |
|
|a Lovelock, Christopher H.
|
| 700 |
1 |
|
|a Lovelock, Christopher H.
|
| 776 |
0 |
8 |
|i Print version:
|a Wirtz, Jochen
|t Essentials of Services Marketing, Global Edition
|d Harlow, United Kingdom : Pearson Education, Limited,c2017
|z 9781292089959
|
| 797 |
2 |
|
|a ProQuest (Firm)
|
| 856 |
4 |
0 |
|u https://ezaccess.library.uitm.edu.my/login?url=https://ebookcentral.proquest.com/lib/uitm-ebooks/detail.action?docID=5186470
|z View fulltext via EzAccess
|
| 966 |
0 |
|
|a 2021
|b ProQuest Ebook Central
|c UiTM Library
|d Yusrina Hayati Nik Muhammad Naziman
|e Faculty of Business and Management
|f ProQuest
|