| 作者 |
| [美]瓦拉瑞尔 A.泽丝曼尔（Valarie A. Zeithaml）玛丽＆#8226 乔＆#8226 比特纳（Mary Jo Bitner）德韦恩 D.格兰姆勒（Dwayne D. Gremler） |
| 丛书名 |
| 高等学校经济管理英文版教材 |
| 出版社 |
| 机械工业出版社 |
| ISBN |
| 9787111614289 |
| 简要 |
| 简介 |
| 内容简介书籍经济管理学书籍 本书的结构与营销入门教科书的标准4P（营销组合）结构完全不同，全书以“服务质量”作为服务营销的核心主题，并以世界知名的ZPB研究团队早年所开发的“服务质量差距模型”为框架谋篇布局，将服务营销系统和过程中的顾客行为、期望、感知、角色与企业的战略、运营、人力资源等管理要素以严密的逻辑和清晰的分析巧妙地融为一体。 |
| 目录 |
| 出版说明 作者简介 前言 第一篇 服务营销的基础 第1章 服务导论 2 开篇案例 所有企业都是服务企业 2 1.1 什么是服务 4 1.2 为什么要研究服务营销 8 1.3 服务和技术 14 1.4 服务的特性 19 1.5 服务营销组合 24 1.6 始终关注顾客 27 小结 29 讨论题 29 练习题 29 参考文献 30 第2章 本书的概念框架：服务 质量差距模型 33 开篇案例 乔氏超市（Trader Joe抯）的服务质量：具有企业精神的专卖店 33 2.1 顾客差距 35 2.2 供应商差距 36 2.3 综合所有因素：弥合所有差距 45 小结 48 讨论题 48 练习题 48 参考文献 48 第二篇 聚焦顾客 第3章 顾客对服务的期望 50 开篇案例 50 3.1 服务期望 52 3.2 影响顾客服务期望的因素 57 3.3 涉及顾客服务期望的一些问题 66 小结 72 讨论题 72 练习题 73 参考文献 73 第4章 顾客对服务的感知 76 开篇案例 赞恩自行车：把服务作为一个战略差异化因子 76 4.1 顾客感知 78 4.2 消费者满意 80 4.3 服务质量 87 4.4 服务接触：顾客感知的基础 93 小结 104 讨论题 104 练习题 105 参考文献 105 第三篇 了解顾客需求 第5章 通过调研倾听顾客 113 开篇案例 通过顾客旅程研究提升顾客体验 113 5.1 应用顾客调查了解顾客期望 115 5.2 有效的服务市场调查计划要素 121 5.3 分析和研究市场调查结果 132 5.4 使用市场调查信息 137 5.5 向上沟通 137 小结 141 讨论题 141 练习题 142 参考文献 142 第6章 建立顾客关系 144 开篇案例 汽车联合服务协会（USAA） 聚焦长期关系 144 6.1 关系营销 146 6.2 顾客关系价值 154 6.3 顾客获利能力细分 157 6.4 发展关系策略 159 6.5 关系挑战 166 小结 171 讨论题 172 练习题 172 参考文献 172 第7章 服务补救 178 开篇案例 捷蓝航空应对2007年情人节 肯尼迪机场的暴风雪 178 7.1 服务失误及补救的影响 179 7.2 顾客对服务失误的反应 183 7.3 服务补救策略：安抚顾客 187 7.4 服务补救措施：解决问题 198 7.5 服务承诺 202 7.6 更换还是接受服务补救 207 小结 209 讨论题 209 练习题 210 参考文献 210 第四篇 服务设计与服务标准的统一 第8章 服务创新与设计 218 开篇案例 服务创新是宠物市场公司（PetSmart）增长的引擎吗 218 8.1 服务创新与设计的挑战 220 8.2 服务创新的重要注意事项 221 8.3 服务创新的类型 223 8.4 服务创新和开发步骤 228 8.5 服务蓝图：一种有效描述服务创新和设计的重要技术 235 小结 247 讨论题 248 练习题 248 参考文献 249 第9章 顾客定义的服务标准 254 开篇案例 联邦快递使用服务质量指数设置标准 254 9.1 建立适当服务标准的必备因素 256 9.2 顾客定义的服务标准的类型 260 9.3 顾客定义服务标准的开发 266 小结 278 讨论题 278 练习题 279 参考文献 279 第10章 有形展示与服务场景 281 开篇案例 万豪采用特色的服务场景打造独特的品牌体验 281 10.1 有形展示 283 10.2 服务场景的类型 287 10.3 服务场景的战略作用 289 10.4 服务场景对顾客与员工行为影响的理论框架 293 10.5 有形展示策略的原则 304 小结 307 讨论题 308 练习题 308 参考文献 309 第五篇 传递与执行服务 第11章 服务传递中的员工角色 315 开篇案例 员工就是服务与品牌 315 11.1 服务文化 316 11.2 一线服务人员的关键作用 320 11.3 跨边界作用 323 11.4 通过人员传递服务质量的策略 328 11.5 顾客导向的服务传递 340 小结 342 讨论题 342 练习题 343 参考文献 343 第12章 顾客在服务传递中的角色 349 开篇案例 客户作为服务价值的创造者 349 12.1 服务传递中顾客的重要性 351 12.2 顾客的角色 356 12.3 自助服务技术：重在客户参与 363 12.4 增加顾客参与的战略 365 小结 375 讨论题 375 练习题 376 参考文献 376 第13章 管理需求与能力 382 开篇案例 怎样在一年365天让600间房都住满 382 13.1 根本问题：服务缺乏库存能力 384 13.2 能力限制 386 13.3 需求波动规律 388 13.4 能力与需求的匹配策略 390 13.5 收益率管理：平衡能力利用率、价格、细分市场和财务回报 398 13.6 排队等待策略：当需求与能力无法一致时 404 小结 411 讨论题 411 练习题 412 参考文献 412 第六篇 管理服务承诺 第14章 整合营销沟通 417 开篇案例 整合营销传播的跨渠道案例 417 14.1 营销传播需要协调一致 419 14.2 服务传播的关键挑战 421 14.3 匹配服务承诺与服务传递的五种战略 424 小结 442 讨论题 443 练习题 443 参考文献 443 第15章 服务的定价 446 开篇案例 航空公司获利颇丰，但是费用繁多令旅客困惑 446 15.1 顾客服务价格区别于产品价格的三个主要方面 448 15.2 服务定价的方法 453 15.3 与四种价值定义相关的定价策略 461 小结 469 讨论题 469 练习题 470 参考文献 470 第七篇 服务和回报 第16章 服务的财务及经济意义 474 开篇案例 474 16.1 服务和盈利性：直接关系 476 16.2 服务的进取性营销作用：吸引更多更好的顾客 480 16.3 服务的防御性营销作用：保留顾客 480 16.4 顾客服务质量感知与购买意愿 484 16.5 服务质量、顾客保留及利润的关键驱动因素 488 小结 494 讨论题 495 练习题 495 参考文献 495 Contents Detailed C About the Authors iv Preface vii PART 1 FOUNDATIONS FOR SERVICE MARKETING 1 Chapter 1 Introduction to Services 2 What are Services 4 Service Industries, Service as a Product, Customer Service, and Derived Service 4 Tangibility Spectrum 6 Trends in the Service Sector 6 Why Service Marketing 8 Service-Based Economies 8 Service as a Business Imperative in Goods-Focused Businesses 9 Deregulated Industries and Professional Service Needs 10 Service Marketing Is Different 10 Service Equals Profits 10 Exhibit 1.1: Is the Marketing of Services Different A Historical Perspective 11 But “Service Stinks” 12 Strategy Insight: Competing Strategically through Service 13 Service and Technology 14 Technology-Based Service Offerings 14 New Ways to Deliver Service 15 Technology Spotlight: The Changing Face of Customer Service 16 Enabling Both Customers and Employees 16 Extending the Global Reach of Services 16 The Internet Is a Service 17 Global Feature: The Migration of Service Jobs 18 The Paradoxes and Dark Side of Technology and Service 19 Characteristics of Services 19 Intangibility 20 Heterogeneity 21 Simultaneous Production and Consumption 21 Perishability 22 Search, Experience, and Credence Qualities 23 Challenges and Questions for Service Marketers 24 Service Marketing Mix 24 Traditional Marketing Mix 25 Expanded Mix for Services 26 Staying Focused on the Customer 27 Exhibit 1.2: Southwest Airlines: Aligning People, Processes, and Physical Evidence 28 Summary 29 Discussion Questions 29 Exercises 29 Notes 30 Chapter 2 Conceptual Framework of the Book: The Gaps Model of Service Quality 33 The Customer Gap 35 The Provider Gaps 36 Provider Gap 1: the Listening Gap 36 Provider Gap 2: the Service Design and Standards Gap 37 Global Feature: An International Retailer Puts Customers in the Wish Mode to Begin Closing the Gaps 38 Provider Gap 3: the Service Performance Gap 40 Technology Spotlight: Technology’s Critical Impact on the Gaps Model of Service Quality 42 Provider Gap 4: the Communication Gap 44 Putting It All Together: Closing the Gaps 45 Strategy Insight: Using the Gaps Model to Assess an Organization’s Service Strategy 46 Summary 48 Discussion Questions 48 Exercises 48 Notes 48 PART 2 FOCUS ON THE CUSTOMER 49 Chapter 3 Customer Expectations of Service 50 Service Expectations 52 Types of Expectations 53 Global Feature: Global Outsourcing of Personal Services: What Are Customers’ Expectations 54 The Zone of Tolerance 54 Factors that Influence Customer Expectations of Service 57 Sources of Desired Service Expectations 57 Technology Spotlight: Customer Expectations of Airport Services Using Technology 58 Sources of Adequate Service Expectations 60 Sources of Both Desired and Predicted Service Expectations 63 Strategy Insight: How Service Marketers Can Influence Customers’ Expectations 65 Issues Involving Customers’ Service Expectations 66 What Does a Service Marketer Do if Customer Expectations Are “Unrealistic” 66 Exhibit 3.1: Service Customers Want the Basics 67 Should a Company Try to Delight the Customer 68 How Does a Company Exceed Customer Service Expectations 69 Do Customers’ Service Expectations Continually Escalate 71 How Does a Service Company Stay Ahead of Competition in Meeting Customer Expectations 71 Summary 72 Discussion Questions 72 Exercises 73 Notes 73 Chapter 4 Customer Perceptions of Service 76 Customer Perceptions 78 Satisfaction versus Service Quality 79 Transaction versus Cumulative Perceptions 79 Customer Satisfaction 80 What Is Customer Satisfaction 80 What Determines Customer Satisfaction 81 National Customer Satisfaction Indexes 83 The American Customer Satisfaction Index 83 Outcomes of Customer Satisfaction 85 Service Quality 87 Outcome, Interaction, and Physical Environment Quality 87 Service Quality Dimensions 87 Global Feature: Differences in Service Quality Perceptions and Customer Rage Across Cultures 88 E-Service Quality 91 Customer Effort 93 Service Encounters: The Building Blocks for Customer Perceptions 93 Strategy Insight: Customer Satisfaction and the Bottom Line 94 Service Encounters or Moments of Truth 94 The Importance of Encounters 96 Exhibit 4.1: One Critical Encounter Destroys a 30-Year Relationship 97 Types of Service Encounters 98 Sources of Pleasure and Displeasure in Service Encounters 98 Technology Spotlight: Customers Love Amazon 100 Technology-Based Service Encounters 102 Summary 104 Discussion Questions 104 Exercises 105 Notes 105 PART 3 UNDERSTANDING CUSTOMER REQUIREMENTS 111 Chapter 5 Listening to Customers through Research 113 Using Customer Research to Understand Customer Expectations 115 Research Objectives for Services 115 Criteria for an Effective Service Research Program 116 Exhibit 5.1: Elements in an Effective Customer Research Program for Services 118 Elements in an Effective Service Marketing Research Program 121 Complaint Solicitation 121 Technology Spotlight: Conducting Customer Research on the Web 122 Critical Incident Studies 124 Requirements Research 124 Relationship and SERVQUAL Surveys 125 Exhibit 5.2: SERVQUAL: A Multidimensional Scale to Capture Customer Perceptions and Expectations of Service Quality 126 Trailer Calls or Posttransaction Surveys 128 Service Expectation Meetings and Reviews 129 Process Checkpoint Evaluations 130 Market-Oriented Ethnography 130 Mystery Shopping 131 Customer Panels 131 Lost Customer Research 132 Future Expectations Research 132 Analyzing and Interpreting Customer Research Findings 132 Strategy Insight: Big Data Provides New Tools to Research Consumers 133 Global Feature: Conducting Customer Research in Emerging Markets 134 Customer Journey and Experience Maps 134 Importance/Performance Matrices 136 Using Marketing Research Information 137 Upward Communication 137 Objectives for Upward Communication 137 Exhibit 5.3: Elements in an Effective Program of Upward Communication 138 Research for Upward Communication 138 Exhibit 5.4: Employees Provide Upward Communication at Cabela’s, “World’s Foremost Outfitter” 140 Benefits of Upward Communication 140 Summary 141 Discussion Questions 141 Exercises 142 Notes 142 Chapter 6 Building Customer Relationships 144 Relationship Marketing 146 The Evolution of Customer Relationships 147 Exhibit 6.1: A Typology of Exchange Relationships 148 The Goal of Relationship Marketing 149 Technology Spotlight: Customer Information Systems Help Enhance the Customer Relationship 150 Benefits for Customers and Firms 150 Relationship Value of Customers 154 Exhibit 6.2: Calculating the Relationship Value of an Intuit Customer 155 Customer Profitability Segments 157 Profitability Tiers—the Customer Pyramid 157 The Customer’s View of Profitability Tiers 158 Making Business Decisions Using Profitability Tiers 158 Relationship Development Strategies 159 Core Service Provision 160 Switching Barriers 160 Relationship Bonds 161 Global Feature: Developing Loyal Customers at Airbnb 164 Relationship Challenges 166 The Customer Is Not Always Right 166 Strategy Insight: “The Customer Is Always Right”: Rethinking an Old Tenet 168 Ending Business Relationships 170 Summary 171 Discussion Questions 172 Exercises 172 Notes 172 Chapter 7 Service Recovery 178 The Impact of Service Failure and Recovery 179 Service Recovery Effects 180 Exhibit 7.1: The Service Recovery Paradox 182 How Customers Respond to Service Failures 183 Why People Do (and Do Not) Complain 183 Exhibit 7.2: The Internet Spreads the Story of Poor Service Recovery: “United Breaks Guitars” 184 Types of Customer Complaint Actions 186 Types of Complainers 186 Service Recovery Strategies: Fixing the Customer 187 Respond Quickly 188 Exhibit 7.3: Service Hero Stories 189 Provide Appropriate Communication 190 Technology Spotlight: Cisco Systems— Customers Recover for Themselves 192 Treat Customers Fairly 192 Exhibit 7.4: Fairness Themes in Service Recovery 194 Global Feature: Service Recovery across Cultures 196 Cultivate Relationships with Customers 198 Service Recovery Strategies: Fixing the Problem 198 Encourage and Track Complaints 198 Learn from Recovery Experiences 199 Strategy Insight: Eliciting Complaints and Reports of Service Failure 200 Learn from Lost Customers 200 Make the Service Fail-Safe—Do It Right the First Time! 201 Service Guarantees 202 Characteristics of Effective Guarantees 203 Types of Service Guarantees 204 Benefits of Service Guarantees 205 When to Use (or Not Use) a Guarantee 205 Exhibit 7.5: Questions to Consider in Implementing a Service Guarantee 206 Switching Versus Staying Following Service Recovery 207 Summary 209 Discussion Questions 209 Exercises 210 Notes 210 PART 4 ALIGNING SERVICE DESIGN AND STANDARDS 217 Chapter 8 Service Innovation and Design 218 Challenges of Service Innovation and Design 220 Important Considerations for Service Innovation 221 Involve Customers and Employees 221 Employ Service Design Thinking and Techniques 222 Technology Spotlight: Facebook: A Radical Service Innovation 224 Service Offering Innovation 224 Innovating around Customer Roles 226 Innovation through Service Solutions 226 Service Innovation through Interconnected Products 227 Exhibit 8.1: Pills with Sensors Track Drug Usage by Patients 228 Stages in Service Innovation and Development 228 Front-End Planning 230 Strategy Insight: Strategic Growth through Services 232 Implementation 234 Service Blueprinting: A Technique for Service Innovation and Design 235 What Is a Service Blueprint 236 Blueprint Components 238 Service Blueprint Examples 240 Blueprints for Technology-Delivered Self-Service 242 Reading and Using Service Blueprints 243 Building a Blueprint 244 Exhibit 8.3: Blueprinting in Action at ARAMARK Parks and Destinations 246 Exhibit 8.4: Frequently Asked Questions about Service Blueprinting 247 Summary 247 Discussion Questions 248 Exercises 248 Notes 249 Chapter 9 Customer-Defined Service Standards 254 Factors Necessary for Appropriate Service Standards 256 Standardization of Service Behaviors and Actions 256 Formal Service Targets and Goals 257 Strategy Insight: Using Big Data to Define Service Standards and Improve Customer Experience 258 Customer-, Not Company-, Defined Standards 259 Types of Customer-Defined Service Standards 260 Hard Customer-Defined Standards 260 Exhibit 9.1: Examples of Hard Customer- Defined Standards 261 Soft Customer-Defined Standards 262 One-Time Fixes 263 Global Feature: Adjusting Service Standards around the Globe 264 Exhibit 9.2: Examples of Soft Customer- Defined Standards 266 Development of Customer-Defined Service Standards 266 Turning Customer Requirements into Specific Behaviors and Actions 266 Exhibit 9.3: Hard and Soft Standards for Service at Ford Motor Company 267 Exhibit 9.4: Expected Behaviors for Service Encounters at John Robert’s Spa 270 Technology Spotlight The Power of Good Responsiveness Standards 276 Developing Service Performance Indexes 278 Summary 278 Discussion Questions 278 Exercises 279 Notes 279 Chapter 10 Physical Evidence and the Servicescape 281 Physical Evidence 283 What Is Physical Evidence 283 Technology Spotlight: Virtual Servicescapes: Experiencing Services through the Internet 284 How Does Physical Evidence Affect the Customer Experience 284 Types of Servicescapes 287 Servicescape Usage 287 Servicescape Complexity 288 Strategic Roles of the Servicescape 289 Package 289 Facilitator 289 Strategy Insight: Strategic Positioning through Architectural Design 290 Socializer 292 Differentiator 292 Framework for Understanding Servicescape Effects on Behavior 293 The Underlying Framework 293 Behaviors in the Servicescape 293 Exhibit 10.1: Servicescapes and Well-Being in Health Care 294 Exhibit 10.2: Social Support in “Third Places” 297 Internal Responses to the Servicescape 298 Environmental Dimensions of the Servicescape 300 Exhibit 10.3: Designing the Mayo Clinic Hospital 302 Global Feature: McDonald’s Adapts Servicescapes to Fit the Culture 304 Guidelines for Physical Evidence Strategy 304 Recognize the Strategic Impact of Physical Evidence 305 Blueprint the Physical Evidence of Service 306 Clarify Strategic Roles of the Servicescape 306 Assess and Identify Physical Evidence Opportunities 306 Update and Modernize the Evidence 307 Work Cross-Functionally 307 Summary 307 Discussion Questions 308 Exercises 308 Notes 309 PART 5 DELIVERING AND PERFORMING SERVICE 313 Chapter 11 Employees’ Roles in Service 315 Service Culture 316 Exhibiting Service Leadership 317 Developing a Service Culture 317 Global Feature: How Well Does a Company’s Service Culture Travel 318 Transporting a Service Culture 318 The Critical Role of Service Employees 320 The Service Triangle 321 Employee Satisfaction, Customer Satisfaction, and Profits 322 The Effect of Employee Behaviors on Service Quality Dimensions 323 Boundary-Spanning Roles 323 Emotional Labor 324 Sources of Conflict 325 Strategy Insight: Strategies for Managing Emotional Labor 326 Quality/Productivity Trade-Offs 328 Strategies for Delivering Service Quality Through People 328 Hire the Right People 329 Technology Spotlight: How Technology Is Helping Employees Serve Customers More Effectively and Efficiently 330 Exhibit 11.1: Google Quickly Becomes a Preferred Employer in Its Industry 332 Develop People to Deliver Service Quality 334 Exhibit 11.2: Potential Benefits and Costs of Empowerment 336 Provide Needed Support Systems 337 Retain the Best People 338 Customer-Oriented Service Delivery 340 Summary 342 Discussion Questions 342 Exercises 343 Notes 343 Chapter 12 Customers’ Roles in Service 349 The Importance of Customers in Service Cocreation 351 Customers Themselves 351 Strategy Insight: Customer Cocreation of Value: An Important Strategy Frontier 352 Fellow Customers 354 Exhibit 12.1: Client Cocreation of Value in Business-to-Business Services 356 Customers’ Roles 356 Customers as Productive Resources 356 Customers as Contributors to Quality, Satisfaction, and Value 358 Exhibit 12.2: Which Customer (A or B) Will Be Most Satisfied 359 Global Feature: At Sweden’s IKEA, Customers around the World Cocreate Customized Value 360 Customers as Competitors 361 Self-Service Technologies—The Ultimate in Customer Participation 363 A Proliferation of New SSTs 363 Customer Usage of SSTs 364 Success with SSTs 365 Strategies for Enhancing Customer Participation 365 Define Customers’ Roles 365 Technology Spotlight: Technology Facilitates Customer Participation in Health Care 368 Recruit, Educate, and Reward Customers 370 Exhibit 12.3: Working Together, U.S. Utility Companies and Customers Conserve Energy 371 Exhibit 12.4: Weight Watchers Educates and Orients New Members 372 Manage the Customer Mix 373 Summary 375 Discussion Questions 375 Exercises 376 Notes 376 Chapter 13 Managing Demand and Capacity 382 The Underlying Issue: Lack of Inventory Capability 384 Capacity Constraints 386 Time, Labor, Equipment, and Facilities 387 Optimal versus Maximum Use of Capacity 387 Demand Patterns 388 The Charting of Demand Patterns 388 Predictable Cycles 389 Random Demand Fluctuations 389 Demand Patterns by Market Segment 390 Strategies for Matching Capacity and Demand 390 Shifting Demand to Match Capacity 390 Global Feature: Cemex Creatively Manages Chaotic Demand for Its Services 391 Adjusting Capacity to Meet Demand 394 Combining Demand and Capacity Strategies 397 Strategy Insight: Combining Demand (Marketing) and Capacity (Operations) Strategies to Increase Profits 398 Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation, and Financial Return 398 Implementing a Yield Management System 400 Exhibit 13.1: Simple Yield Calculations: Examples from Hotel and Legal Services 401 Technology Spotlight: Information and Technology Drive Yield Management Systems 402 Challenges and Risks in Using Yield Management 402 Waiting Line Strategies: When Demand and Capacity Cannot be Matched 404 Employ Operational Logic 404 Exhibit 13.2: Overflow in the ED: Managing Capacity Constraints and Excess Demand in Hospital Emergency Departments 405 Establish a Reservation Process 407 Differentiate Waiting Customers 408 Make Waiting More Pleasurable 408 Summary 411 Discussion Questions 411 Exercises 412 Notes 412 PART 6 MANAGING SERVICE PROMISES 415 Chapter 14 Integrated Service Marketing Communications 417 The Need for Coordination in Marketing Communication 419 Key Service Communication Challenges 421 Service Intangibility 421 Management of Service Promises 422 Management of Customer Expectations 422 Customer Education 423 Internal Marketing Communication 423 Five Categories of Strategies to Match Service Promises with Delivery 424 Address Service Intangibility 424 Strategy Insight: Mobile Advertising—The Key to the Future of Digital 428 Exhibit 14.1: Service Advertising Strategies Matched with Properties of Intangibility 429 Manage Service Promises 430 Global Feature: Virgin Atlantic Airways 433 Technology Spotlight: Internet Expert Mary Meeker Predicts What Companies Most Need to Know 435 Manage Customer Expectations 436 Manage Customer Education 437 Manage Internal Marketing Communication 439 Summary 442 Discussion Questions 443 Exercises 443 Notes 443 Chapter 15 Pricing of Services 446 Three Key Ways that Service Prices are Different for Customers 448 Customer Knowledge of Service Prices 448 Exhibit 15.1: What Do You Know about the Prices of Services 449 The Role of Nonmonetary Costs 451 Price as an Indicator of Service Quality 453 Approaches to Pricing Services 453 Cost-Based Pricing 453 Competition-Based Pricing 455 Strategy Insight: Pricing Variation in Airlines Offers Strategic Opportunities 456 Demand-Based Pricing 456 Global Feature: Unique Tipping and Pricing Practices around the World 457 Technology Spotlight: Dynamic Pricing on the Internet Allows Price Adjustments Based on Supply and Demand 460 Pricing Strategies That Link to the Four Value Definitions 461 Exhibit 15.2: Pricing for Customer- Perceived Value with Modular Service Pricing and Service Tiering 462 Pricing Strategies When the Customer Means “Value Is Low Price” 463 Pricing Strategies When the Customer Means “Value Is Everything I Want in a Service” 464 Pricing Strategies When the Customer Means “Value Is the Quality I Get for the Price I Pay” 465 Pricing Strategies When the Customer Means “Value Is All That I Get for All That I Give” 466 Summary 469 Discussion Questions 469 Exercises 470 Notes 470 PART 7 SERVICE AND THE BOTTOM LINE 473 Chapter 16 The Financial and Economic Impact of Service 474 Service and Profitability: The Direct Relationship 476 Exhibit 16.1: Customer Satisfaction, Service Quality, and Firm Performance 478 Offensive Marketing Effects of Service: Attracting More and Better Customers 480 Defensive Marketing Effects of Service: Customer Retention 480 Lower Costs 481 Volume of Purchases 482 Price Premium 482 Word-of-Mouth Communication 482 Exhibit 16.2: Word-of-Mouth Communication and Customer Measurement: The Net Promoter Score 483 Customer Perceptions of Service Quality and Purchase Intentions 484 Exhibit 16.3: Questions That Managers Want Answered about Defensive Marketing 485 Exhibit 16.4: Service Quality and the Economic Worth of Customers: Businesses Still Need to Know More 486 The Key Drivers of Service Quality, Customer Retention, and Profits 488 Effective Nonfinancial Performance Measurements 489 Strategy Insight: Customer Equity and Return on Marketing: Metrics to Match a Strategic Customer-Centered View of the Firm 490 Technology Spotlight: Cost-Effective Service Excellence through Technology 493 Global Feature: Measurement of Customer Satisfaction Worldwide 494 Summary 494 Discussion Questions 495 Exercises 495 Notes 495 |