Principles of Service Marketing and Management 6 potx

... 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...

Ngày tải lên: 07/02/2013, 09:52

... 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 ... SERVICE DELIVERY ISSUES MINDING THE SERVICE Ps AND Qs As you may have already noticed, productivity and quality are treated jointly in this book as one of the 8Ps of...

Ngày tải lên: 21/06/2014, 13:20

... productivity and quality are treated jointly in this book as one of the 8Ps of integrated service management. This reflects our belief and that of others—that they are often two sides of the same ... battles, and even reproductions of Venice and its canals. Servicescape Design The term servicescape describes the style and appearance of the physical surroundings w...

Ngày tải lên: 21/06/2014, 21:20

... 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, ... "Self -Service and Technology: Unanticipated and Unintended Effects on Customer Relationships," in Handbook of Service Marketing and Management, ed. Teresa A...

Ngày tải lên: 21/06/2014, 04:20

... 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...

Ngày tải lên: 21/06/2014, 04:20

... reservations, handling customers' coats, delivery and preparation of food, maintenance of facilities and equip- ment, training and assignment of staff for each task, and use of information ... value of a service may be sharply different post-use and pre-use, reflecting the experiential qual- ities of many services. When customers use a service and find that...

Ngày tải lên: 21/06/2014, 04:20

... 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 Manjit ... 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...

Ngày tải lên: 21/06/2014, 04:20

... 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 ... the core product and then be expanded to include the delivery of each of the supplementary services. Managers CHAPTER TEN • SERVICE POSITIONING AND DESIGN 231 A Hier...

Ngày tải lên: 21/06/2014, 04:20

... colorful signage, and costumed employees of theme parks like Disneyland and Legoland contribute to the sense of fun and excitement that visitors encounter on arrival and throughout the service experience. ... battles, and even reproductions of Venice and its canals. Servicescape Design The term servicescape describes the style and appearance of the physical surrou...

Ngày tải lên: 21/06/2014, 04:20