Services Marketing: A European Perspective

by Christopher Lovelock, Sandra Vandermerwe, and Barbara Lewis

 

TABLE OF CONTENTS

Preface

About the Authors and Contributors

Part I: UNDERSTANDING SERVICES

1. Distinctive Aspects of Service Management

2. Customer Involvement in Service Processes

3. Managing Service Encounters

Readings

  • Critical Service Encounters: The Employee's Viewpoint Mary Jo Bitner, Bernard H. Booms, Lois A Mohr
  • From Scientific Management to Service Management: A Management Perspective for the Age of Service Competition, Christian Grönroos

Cases

Publicis Technology
Sullivan's Motor World
Euro Disney: An American in Paris

Part II: UNDERSTANDING CUSTOMERS AND MANAGING RELATIONSHIPS

5. Customer Behaviour in Service Settings

6. Positioning a Service in the Marketplace

7. Targeting Customers, Managing Relationships and Building Loyalty

8. Complaint Handling and Service Recovery

Readings

  • The Best Shopping Trip? How Tesco Keeps the Customer Satisfied, Tim Mason
  • Consumer Behaviour and Services: A Review, Mark Gabbott and Gillian Hogg
  • Listening to the Customer-The Concept of a Service Quality Information System, Leonard L. Berry and A. Parasuraman
  • Service Positioning through Structural Change, G. Lynn Shostack

    • Cases

    Four Customers in Search of Solutions
    Mr Mahaleel Goes to London
    Singapore Airlines
    Citibank Greece: The Tao of Consumer Banking
    BT: Telephone Account Management

    Part III: STRATEGIC ISSUES IN SERVICES MARKETING

    8. Creating Services and Adding Value

    9. Designing Service Delivery Systems

    10. Pricing Services

    11. Communicating to Customers: Education and Promotion

    Readings

    • Redefining Value, Sandra Vandermerwe
    • Key Concepts for New Service Development, Bo Edvardsson and Jan Olsson
    • Why Cross Selling Hasn't Worked, David Maister
    • Making Business Sense of the Internet, Shikhar Ghosh

    Cases

    Menton Bank
    Crosse & Whitewall
    SKF Bearings: Market Orientation through Services
    Royal Automobile Club
    Hewlett Packard: Distributing Services
    Lausanne Tourist Office and Convention Bureau

    Part IV: INTEGRATING MARKETING WITH OTHER MANAGEMENT FUNCTIONS

    12. Enhancing Value by Improving Quality and Productivity

    13. Balancing Demand and Capacity

    14. Managing Customer-Contact Personnel

    15. Organising for Service Leadership

    16. Developing Service Strategies for Transnational Operations

    Readings

    • Measuring Your Marketing Success, David Maister
    • Intra-organisational Aspects of Service Quality Management: The Employees' Perspective, Barbara R. Lewis and Gard O. S. Gabrielsen
    • Altering the Way the Company Really Works, Sandra Vandermerwe
    • Putting the Service-Profit Chain to Work , James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser Jr., Leonard A. Schlesinger

    Cases

    Red Lobster
    Peters & Champlain
    Russian Foundation for Social & Health Assistance
    First Direct: Branchless Banking
    Federal Express: Quality Improvement Programme

    Index

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    Last Updated 2002-01-06

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