Transcription of SERVICES MARKETING - himpub.com
1 NEWDELHI NAGPUR BENGALURU HYDERABAD CHENNAI PUNE LUCKNOW AHMEDABAD ERNAKULAM BHUBANESWAR INDORE KOLKATA GUWAHATI AuthorNopartofthispublicationmaybereprod uced,storedinaretrievalsystem,ortransmit tedinanyformorbyanymeans,electronic,mech anical,photocopying, :2014 , Ramdoot PoojaApartments ,4-B,MurariLalStreet,AnsariRoad,DaryaGan j, :011-23270392,23278631;Fax:011-23256286 Nagpur:KundanlalChandakIndustrialEstate, GhatRoad, :0712-2738731,3296733;Telefax:0712-27212 16 (Old12/1),1stFloor,NexttoHotelHighlands, MadhavaNagar,RaceCourseRoad, :080-22286611,22385461,41138821,22281541 ,Lingampally,BesidesRaghavendraSwamyMath am,Kachiguda, :040-27560041,27550139 Chennai:8/2 Madley2ndstreet, , :09320490962 Pune:FirstFloor,"Laksha"Apartment, ,Mehunpura,Shaniwarpeth(NearPrabhatTheat re), :020-24496323/24496333;Mobile:0937057933 3 Lucknow:HouseNo731,ShekhupuraColony, ,Aliganj, :09307501549 Ahmedabad:114, SHAIL ,1stFloor, , ,NavrangPura, :079-26560126.
2 Mobile:09377088847 Ernakulam:39/176(NewNo:60/251)1stFloor,K arikkamuriRoad,Ernakulam,Kochi :0484-2378012,2378016;Mobile:09387122121 Bhubaneswar:5 StationSquare,Bhubaneswar-751001(Odisha) .Phone:0674-2532129,Mobile:09338746007 Indore:KesardeepAvenueExtension,73,Naray anBagh, ,IIIrdFloor,NearHumptyDumptySchool,Indor e-452007( ).Mobile:09303399304 Kolkata:108/4,BeliaghataMainRoad,NearIDH ospital, ,Kolkata-700010,Phone:033-32449649,Mobil e:7439040301 ,BehindPragjyotishCollege,NearSharmaPrin tingPress, ,Guwahati-781009,(Assam).
3 Mobile:09883055590,08486355289,743904030 1 DTPby: ,desiretouseleisuretime,availabilityofcr editcardsandcreditfacilities,increasinga vailabilityofnewproductsandgadgets,etc., whichalreadycontributestoalmost50percent togrossdomesticproduct(GDP) 25 ConceptofServicesServiceOfferingsandCust omerServiceContributionofServicesSectort oIndia sEconomyReasonsfortheGrowthoftheServiceS ectorTechnologyasaDrivingForceforGrowthR oleofGATS intheServiceSectorDistinctiveCharacteris ticsofServicesasComparedtoProductsTangib ilitySpectrumConceptofServiceMarketingTr iangleServicesMarketingMix AnOverviewQuestionsforDiscussionCaseStud y:ExampleofanInnovativeService.
4 ATMs2 SERVICEQUALITY TheGAPSA nalysisApproach26 46 DeterminingtheOptimalQualityTheGAPA nalysisModelCustomerGapTheProviderGapsSu mmaryofResearchFindingsonServiceQualityM anagementofServiceQualityQuestionsforDis cussionCaseStudy:MobilePhoneServicesinIn diaCaseStudy:MumbaiDabbawalas AmazingService3 CONSUMERBEHAVIOURINSERVICES47 69 Search,ExperienceandCredenceQualitiesSta gesofConsumerDecisionMakingforServicesCu stomerExpectationsofServicesZoneofTolera nceFactorsInfluencingCustomerExpectation sofServiceCustomerPerceptionofServicesCu stomerSatisfactionFactorsthatInfluenceCu stomerSatisfactionServiceQualityServiceQ ualityDimensionsServiceEncountersTypesof ServiceEncountersTheEvidenceofServiceQue stionsforDiscussionTheTestsofCustomerSer vice4 MARKETINGRESEARCHINSERVICES70 86
5 IntroductionObjectivesofResearchCriteria foranEffectiveResearchinServicesTypesofS erviceMarketingResearchQuestionsforDiscu ssionPracticalApplicationofServiceMarket ingResearch:MysteryShoppingExampleofServ icesMarketingResearch:CriticalIncidentTe chnique5 RELATIONSHIPMARKETING87 111 IntroductionEvolutionofCustomerRelations hipsBenefitsofCustomerRelationshipMarket SegmentationandTargetinginServicesLifeti meRelationshipValueofCustomersSegmentati onBasedonCustomerProfitabilityCustomerRe tentionStrategiesRelationshipBondsStrate giesforBuildingRelationshipsCustomerInte ractionManagement(CIM)ande-CRMS erviceFailureandRecoveryGuidelinesforSer viceRecoveryServiceGuaranteesQuestionsfo rDiscussionCaseStudy.
6 How(not)toChaseCustomersAway6 SERVICESTANDARDS112 130 IntroductionNeedforCustomer-definedStand ardsProcessforDevelopingCustomer-defined StandardsServiceLeadershipServiceQuality andProfitRoleofServiceQualityinOffensive andDefensiveMarketingMeasuringCompany sPerformance theBalancedPerformanceScoreCardQuestions forDiscussionCaseStudy:VasanEyeCare7 SERVICEDESIGNANDPOSITIONING131 150 NewServiceDesign ChallengesNewServiceDevelopmentTypesofNe wServicesNewServiceDevelopmentProcessSer viceBlueprintingComponentsofaServiceBlue printPreparingaServiceBlueprintServicePo sitioningDevelopingtheValuePropositionfo rPositioningBlueOceanStrategy ItsRelevancetoServicesMarketingQuestions forDiscussionCaseStudy.
7 GoldenChariots ExampleofPositioningLuxuryTrainsinIndia8 ROLEOFEMPLOYEESINSERVICESMARKETING151 174 ImportanceofServiceEmployeesBoundarySpan ningRolesEmotionalLabourSourcesofconflic tStrategiesforManagingServiceEmployeesSe rviceCultureInternalMarketingQuestionsfo rDiscussionExamplesofLatestServiceMarket ingPractices RobotsReplacingServiceEmployeesCaseStudy :ServiceCultureofBritishAirways9 ROLEOFCUSTOMERSINSERVICESMARKETING175 194 ImportanceofCustomersRolesPlayedbyCustom ersSelf-serviceTechnology TotalCustomerParticipationStrategiesforE nhancingCustomerParticipationQuestionsfo rDiscussionExampleofHighLevelofCustomerP articipation:HealthClubsCaseStudy:Self-s erviceTechnology eBayIncCasestudy.
8 OnlineBookShops10 SERVICEINTERMEDIARIES195 216 IntroductionTypesofDistributioninService sTheStrategicRoleofIntermediariesKeyInte rmediariesforServiceDeliveryDirectDelive ryFranchisingAgentsandBrokersElectronicC hannelsProblemsandIssuesinChannelManagem entIntermediaryControlStrategiesQuestion sforDiscussionCaseStudy:McDonald sBusinessStrategiesinIndiaCaseStudy:VLCC :GrowingthroughaHealthyFranchiser FranchiseeRelationship11 MANAGINGDEMANDANDCAPACITY217 240 IntroductionVariationsinDemandUnderstand ingDemandPatternsStrategiesforMatchingCa pacityandDemandShiftingDemandtoMatchCapa cityAdjustingCapacitytoMeetDemandYieldMa nagementWaitingLineStrategiesQuestionsfo rDiscussionCaseStudy.
9 WaitingLineManagementatTirumalaTemple12 ROLEOFMARKETINGCOMMUNICATIONSINSERVICES2 41 260 ImportanceofIMCinServicesKeyReasonsforGa p4 StrategiestoMatchServicePromiseswithDeli veryManageServicePromisesManageCustomerE xpectationsImproveCustomerEducationManag eInternalMarketingCommunicationTheAbsenc eofCommunicationImportanceofWord-of-Mout hCommunicationThroughtheInternetQuestion sforDiscussionCaseStudy:PromotingMedical andHealthTourisminKerala13 PRICINGOFSERVICES261 284 TheRoleofPriceObjectivesofPricingThePric ingStrategyTripodApproachestoPricingofSe rvicesCost-basedPricingCompetition-based PricingDemand-based(valuetocustomer)Pric ingPricingBasedonPerceivedValuePricingSt rategiesDecidingthePriceforServicesQuest ionsforDiscussionCaseStudy.
10 SpiceJet India sLowCostAirline14 PHYSICALEVIDENCEINSERVICES285 304 UnderstandingPhysicalEvidenceTypesofServ icescapesRolesofServicescapesFrameworkto UnderstandtheEffectsofServicescapeonBeha viourEnvironmentalDimensionsInternalResp onsesBehavioursinServicescapeStrategiesf orPhysicalEvidenceDesignQuestionsforDisc ussionCaseStudy:WonderLa,BengaluruCaseSt udy:ServicescapesofCoffeeParloursinIndia 15 APPLICATIONSOFSERVICESMARKETING305 327 IntroductionMarketingofFinancialServices MarketingofTourismMarketingofHealthServi cesMarketingofEducationalServicesMarketi ngofProfessionalServicesQuestionsforDisc ussionCaseStudy.
