Essentials of Services Marketing, 4th edition

Published by Pearson (June 22, 2022) © 2022

  • Jochen Wirtz National University of Singapore
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  • A print text

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.

PART I — UNDERSTANDING SERVICEPRODUCTS, 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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