... 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 ... technologies
may offer alternative ways of creating
and delivering services
51
16 PART ONE • UNDERSTANDING SERVICES
FIGURE 1 .6
Factors Stimulating the...
... "Self -Service and Technology:
Unanticipated and Unintended Effects on Customer Relationships," in Handbook of Service
Marketing and Management, ed. Teresa A. Schwartz and Dawn Iacobucci (Thousand ... P. Fisk, and Joby John, "Services as Theater: Guidelines and
Implications," in Handbook of Service Marketing and Management, ed.Teresa A. Sch...
...
26. Amy L. Ostrom and Christopher Hart, " ;Service Guarantees: Research and Practice," in
Teresa A. Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management,
(Thousand ... 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 s...
... 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 ...
exceeds customer expectations. These actions include recording reservations, handling
customers' coats, delivery and preparation of food, maintenance of facilities an...
... 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...
... understand how branding relates to
individual offerings within a product
line
=4^ define the different types of service
innovation
215
2 36 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
comp...
... 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 ... Berry, and A. Parasuraman, "The Nature and Determinants of Customer Expectations
of Service, " Journal of the Academy of Marketing Science 21, no. 1 (1993...
... Peter A. Dunne, and William J. Glynn, "Self -Service and Technology:
Unanticipated and Unintended Effects on Customer Relationships," in Handbook of Service
Marketing and Management, ed. ... Behavioral
Consequences of Service Quality," Journal of Marketing 60 (April 19 96) : 31— 46.
9. Cathy Johnson and Brian P. Mathews, "The Influence of...
... "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: ... transfer brand
loyalty from a current service
provider to a competitor.
Realizing the Full Profit Potential of a Customer Relationship
How much is a loyal...