Essentials of Services Marketing

Global Edition, 4th edition

Jochen Wirtz

c | 2022

ISBN	9781292425191
Publishing date	22 Jun 2022

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For undergraduate courses in services marketing.

As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

New Topics, New Research

Each of the 15 chapters has been revised. All chapters incorporate new examples and the latest academic research.
Chapter 3 “Positioning Services in Competitive Markets” has a new section on digital services and platform business models.
Chapter 4 “Developing Service Products and Brands” has now a tighter focus on productizing services (i.e., “bundles of output”), an expanded section on branding of services, and a new section on service design thinking.
Chapter 8, “Designing Service Processes,” has a new a new in-depth coverage of service robots and AI-powered self-service technologies (SST).
Chapter 14, “Improving Service Quality and Productivity,” features a heavily revised section on customer feedback systems and collection tools to reflect the rapid development of automated rating systems, user-generated content on review sites and third-party (social) media, and their analysis using natural language processing, image processing and other technologies.
Chapter 15, “Building a Service Organization That Wins,” features a new section on the wallet allocation rule.

PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products and Brands
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

Chapter 8: Designing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity
Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES

Case 1 Sullivan Ford Auto World
Case 2 Susan Munro, Service Consumer
Case 3 Dr. Beckett’s Dental Office
Case 4 Uber's Unintended Burdens
Case 5 Kiwi Experience
Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Case 7 Revenue Management at The View
Case 8 Aussie Pooch Mobile
Case 9 Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond?
Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
Case 12 Red Lobster
Case 13 Banyan Tree: Branding the Intangible
Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
Case 15 Menton Bank
Case 16 Dr. Mahalee Goes to London: Global Client Management
Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other’s Turf?
Case 18 The Royal Dining Membership Program Dilemma

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Essentials of Services Marketing