Outsourcing Policy

Brief Contents
Dedications About the Authors About the Contributors of the Cases Preface Acknowledgements v vi xi xxiii xxxiii

Part I:
Chapter 1 Chapter 2 Chapter 3

Understanding Service Products, Consumers and Markets
Introduction to Services Marketing Consumer Behavior in a Services Context Positioning Services in Competitive Markets

2
4 32 56

Part II:
Chapter 4 Chapter 5 Chapter 6 Chapter 7

Applying the 4Ps to Services
Developing Service Products: Core and Supplementary Elements Distributing Service Through Physical and Electronic Channels Setting Prices and Implementing Revenue Management Promoting Services and Educating Customers

82
84 110 134 168

Part III:
Chapter 8 Chapter 9 Chapter 10 Chapter 11

Managing the Customer Interface
Designing and Managing Service Processes Balancing Demand Against Productive Capacity Crafting the Service Environment Managing People for Service Advantage

196
198 228 252 276

Part IV:
Chapter 12 Chapter 13 Chapter 14 Chapter 15

Implementing Profitable Service Strategies 304
Managing Relationships and Building Loyalty Complaint Handling and Service Recovery Improving Service Quality and Productivity Organizing for Change Management and Service Leadership 306 338 365 408

Part V: Cases
Glossary Credits Name Index Subject Index

430
541 549 553 561

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CHAPTER

consumer behavior in a

SERVICES CONTEXT
LO 5 Know how reducing or increasing

LEARNING OBJECTIVES
By the end of this chapter, students should be able to:
LO 1 Understand the three-stage LO 2 Learn how consumers

model of service consumption. evaluate and choose between alternative service offerings and why they have difficulty making those evaluations. customers face in purchasing services and the strategies firms can use to reduce these perceived risks. form expectations and the components of these expectations.

the level of customers’ contact with a service organization affects the nature of their service