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Customer Service Principles of Service Marketing and Management 3 ppt

Customer Service - Principles of Service Marketing and Management - C Lovelock & L Wright

Customer Service - Principles of Service Marketing and Management - C Lovelock & L Wright

... Underlying such failures is often a lack of understanding of some of the key principles of service marketing and management. Technological change affects many other types of services, too, from airfreight ... Service Management and Marketing (Lexington MA: Lexington Books, 1990), 31 34 ;John Bowen, "Development of a Taxonomy of Services to Gain Strategic Marketing Insights," Journal of ... categories of services and to study the marketing, operations, and human resource challenges that they raise. CHAPTER TWO • UNDERSTANDING SERVICE PROCESSES 31 Customization versus Standardization Services...
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Customer Service Principles of Service Marketing and Management_3 ppt

Customer Service Principles of Service Marketing and Management_3 ppt

... high-contact services? 4. Use Figures 3. 8 and 3. 9, plus Table 3. 2, to develop a profile of the service marketing system for a variety of services—hospital, airline, consulting engineer or legal service, ... P. Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A. Schwartz and Dawn Iacobucci (Thousand Oaks, ... customers to see some of these backstage elements and how would you do it? 68 PART TWO • THE SERVICE CUSTOMER FIGURE 3. 9 The Service Marketing System for a Low-Contact Service service marketing...
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Customer Service Principles of Service Marketing and Management_5 pptx

Customer Service Principles of Service Marketing and Management_5 pptx

... L. Ostrom and Christopher Hart, " ;Service Guarantees: Research and Practice," in Teresa A. Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management, (Thousand Oaks, ... Implications of the Flower of Service The eight categories of supplementary services that form the Flower of Service provide many options for enhancing the core service product. Most supplementary services ... needs of specific target segments, and (3) create a service pack-age that is differentiated from competitors' offerings in mean-ingful ways. 139 CHAPTER SIX . COMPLAINT HANDLING AND SERVICE...
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Customer Service Principles of Service Marketing and Management_6 pptx

Customer Service Principles of Service Marketing and Management_6 pptx

... advantage of the low price."15 Successful yield management strategies require an understanding of the shape of the demand curve and an ability to relate the size and price levels of the ... "Breaking Free from Product Marketing, " Journal of Marketing, 44 (April 1977): 73- 80. 3. Pierre Eiglier and Eric Langeard,"Services as Systems: Marketing Implications," in ... exceeds customer expectations. These actions include recording reservations, handling customers' coats, delivery and preparation of food, maintenance of facilities and equip-ment, training and...
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Customer Service Principles of Service Marketing and Management_7 doc

Customer Service Principles of Service Marketing and Management_7 doc

... the Service Offering," in Teresa A. Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management (Thousand Oaks, CA: Sage Publications, 2000), 191-200. 3. Leonard L. Berry and ... "Managing Word of Mouth Communications," Journal of Services Marketing 3 (Spring 1989): 55-67. 10. Eugene W.Anderson, " ;Customer Satisfaction and Word of Mouth," Journal of Service Research ... awareness of and interest in an unfamiliar service or brand • Build preference by communicating the strengths and benefits of a specific brand • Compare a service with competitors' offerings and...
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Customer Service Principles of Service Marketing and Management_8 doc

Customer Service Principles of Service Marketing and Management_8 doc

... understand how branding relates to individual offerings within a product line =4^ define the different types of service innovation 215 236 PART THREE • SERVICE MARKETING STRATEGY pany s service ... THREE . SERVICE MARKETING STRATEGY The Power of Service Brands brand: a name, phrase, design, symbol, or some combination of these elements that identifies a company's services and differentiates ... sofa-bed and 2 chairs • Large desk • Coffee table • Coffee maker and small refrigerator SERVICE STANDARDS Full service including: • Rapid check in/check out systems • Reliable message service...
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Customer Service Principles of Service Marketing and Management_9 pptx

Customer Service Principles of Service Marketing and Management_9 pptx

... Berry, and A. Parasuraman, "The Nature and Determinants of Customer Expectations of Service, " Journal of the Academy of Marketing Science 21, no. 1 (19 93) : 1-12. satisfaction-profit ... battles, and even reproductions of Venice and its canals. Servicescape Design The term servicescape describes the style and appearance of the physical surroundings where customers and service ... use. Service providers with a high proportion of neutral and satisfied customers need to increase their range of supporting services and provide responsive service recovery processes so that customers...
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Customer Service Principles of Service Marketing and Management_2 docx

Customer Service Principles of Service Marketing and Management_2 docx

... high-contact services? 4. Use Figures 3. 8 and 3. 9, plus Table 3. 2, to develop a profile of the service marketing system for a variety of services—hospital, airline, consulting engineer or legal service, ... P. Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A. Schwartz and Dawn Iacobucci (Thousand Oaks, ... in the customers' eyes. Figure 3. 8 depicts the FIGURE 3. 8 The Service Marketing System for a High-Contact Service 68 PART TWO • THE SERVICE CUSTOMER FIGURE 3. 9 The Service Marketing...
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Customer Service Principles of Service Marketing and Management_3 pdf

Customer Service Principles of Service Marketing and Management_3 pdf

... "Understanding Contemporary Marketing: Development of a Classification Scheme," Journal of Marketing Management, 13, no.6 (1995), 501-522. 7. J. R. Copulsky and M.J.Wolf,"Relationship Marketing: ... sales and profits if they exhibited the ideal behav-ior profile of (1) buying all services offered by the firm, (2) never purchasing from competitors, and (3) paying full price? (To get customers ... the value of a customer who remains loyal to a firm =^ provide examples of customer loyalty programs =£> identify different types of customer misbehaviors and strategies for handling them...
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