Customer Service Principles of Service Marketing and Management 10 docx

... 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 ... importance of service marketing and the role of customer research in both the service and manufacturing sectors.18 Numerous firms have invested in r...

Ngày tải lên: 07/02/2013, 09:52

... "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 ... and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A. Schwartz an...

Ngày tải lên: 21/06/2014, 04:20

... 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 servi...

Ngày tải lên: 21/06/2014, 04:20

... 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...

Ngày tải lên: 21/06/2014, 04:20

... 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 o...

Ngày tải lên: 21/06/2014, 04:20

... 220 PART THREE • SERVICE MARKETING STRATEGY FIGURE 10. 2 AOL E-Mail Emphasizes Ease of Use and Its Market Leadership TABLE 10. 1 Principal Uses of Positioning in Marketing Management Provide ... THREE . SERVICE MARKETING STRATEGY The Power of Service Brands brand: a name, phrase, design, symbol, or some combination of these elements that identifies a co...

Ngày tải lên: 21/06/2014, 04:20

... 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...

Ngày tải lên: 21/06/2014, 04:20

... "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 ... nature of the customer experience. In all types of services, understanding and managing service encounters between cus- tomers and service personnel a...

Ngày tải lên: 21/06/2014, 13:20

... LOYALTY 107 For profit-seeking firms, the potential value of a customer should be a key driver in marketing strategy. Grant and Schlesinger state: Achieving the full profit potential of each customer ... 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 customer...

Ngày tải lên: 21/06/2014, 13:20