Test Bank for Services Marketing: Integrating Customer Focus Across the Firm 7th Edition

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Product Details:

• ISBN-10 ‏ : ‎ 0078112109
• ISBN-13 ‏ : ‎ 978-0078112102
• Author: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler

Zeithaml’s Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.

New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.

 

Table of Content:

1. Cover
2. Title
3. Copyright
4. About the Authors
5. Preface
6. Brief Contents
7. Detailed Contents
8. PART 1 FOUNDATIONS FOR SERVICE MARKETING
9. Chapter 1 Introduction to Services
10. What are Services?
11. Service Industries, Service as a Product, Customer Service, and Derived Service
12. Tangibility Spectrum
13. Trends in the Service Sector
14. Why Service Marketing?
15. Service-Based Economies
16. Service as a Business Imperative in Goods-Focused Businesses
17. Deregulated Industries and Professional Service Needs
18. Service Marketing Is Different
19. Service Equals Profits
20. Exhibit 1.1: Is the Marketing of Services Different? A Historical Perspective
21. But “Service Stinks”
22. Strategy Insight: Competing Strategically through Service
23. Service and Technology
24. Technology-Based Service Offerings
25. New Ways to Deliver Service
26. Technology Spotlight: The Changing Face of Customer Service
27. Enabling Both Customers and Employees
28. Extending the Global Reach of Services
29. The Internet Is a Service
30. Global Feature: The Migration of Service Jobs
31. The Paradoxes and Dark Side of Technology and Service
32. Characteristics of Services
33. Intangibility
34. Heterogeneity
35. Simultaneous Production and Consumption
36. Perishability
37. Search, Experience, and Credence Qualities
38. Challenges and Questions for Service Marketers
39. Service Marketing Mix
40. Traditional Marketing Mix
41. Expanded Mix for Services
42. Staying Focused on the Customer
43. Exhibit 1.2: Southwest Airlines: Aligning People, Processes, and Physical Evidence
44. Summary
45. Discussion Questions
46. Exercises
47. Notes
48. Chapter 2 Conceptual Framework of the Book: The Gaps Model of Service Quality
49. The Customer Gap
50. The Provider Gaps
51. Provider Gap 1: the Listening Gap
52. Provider Gap 2: the Service Design and Standards Gap
53. Global Feature: An International Retailer Puts Customers in the Wish Mode to Begin Closing the Gaps
54. Provider Gap 3: the Service Performance Gap
55. Technology Spotlight: Technology’s Critical Impact on the Gaps Model of Service Quality
56. Provider Gap 4: the Communication Gap
57. Putting It All Together: Closing the Gaps
58. Strategy Insight: Using the Gaps Model to Assess an Organization’s Service Strategy
59. Summary
60. Discussion Questions
61. Exercises
62. Notes
63. PART 2 FOCUS ON THE CUSTOMER
64. Chapter 3 Customer Expectations of Service
65. Service Expectations
66. Types of Expectations
67. Global Feature: Global Outsourcing of Personal Services: What Are Customers’ Expectations?
68. The Zone of Tolerance
69. Factors that Influence Customer Expectations of Service
70. Sources of Desired Service Expectations
71. Technology Spotlight: Customer Expectations of Airport Services Using Technology
72. Sources of Adequate Service Expectations
73. Sources of Both Desired and Predicted Service Expectations
74. Strategy Insight: How Service Marketers Can Influence Customers’ Expectations
75. Issues Involving Customers’ Service Expectations
76. What Does a Service Marketer Do if Customer Expectations Are “Unrealistic”?
77. Exhibit 3.1: Service Customers Want the Basics
78. Should a Company Try to Delight the Customer?
79. How Does a Company Exceed Customer Service Expectations?
80. Do Customers’ Service Expectations Continually Escalate?
81. How Does a Service Company Stay Ahead of Competition in Meeting Customer Expectations?
82. Summary
83. Discussion Questions
84. Exercises
85. Notes
86. Chapter 4 Customer Perceptions of Service
87. Customer Perceptions
88. Satisfaction versus Service Quality
89. Transaction versus Cumulative Perceptions
90. Customer Satisfaction
91. What Is Customer Satisfaction?
92. What Determines Customer Satisfaction?
93. National Customer Satisfaction Indexes
94. The American Customer Satisfaction Index
95. Outcomes of Customer Satisfaction
96. Service Quality
97. Outcome, Interaction, and Physical Environment Quality
98. Service Quality Dimensions
99. Global Feature: Differences in Service Quality Perceptions and Customer Rage Across Cultures
100. E-Service Quality
101. Customer Effort
102. Service Encounters: The Building Blocks for Customer Perceptions
103. Strategy Insight: Customer Satisfaction and the Bottom Line
104. Service Encounters or Moments of Truth
105. The Importance of Encounters
106. Exhibit 4.1: One Critical Encounter Destroys a 30-Year Relationship
107. Types of Service Encounters
108. Sources of Pleasure and Displeasure in Service Encounters
109. Technology Spotlight: Customers Love Amazon
110. Technology-Based Service Encounters
111. Summary
112. Discussion Questions
113. Exercises
114. Notes
115. PART 3 UNDERSTANDING CUSTOMER REQUIREMENTS
116. Chapter 5 Listening to Customers through Research
117. Using Customer Research to Understand Customer Expectations
118. Research Objectives for Services
119. Criteria for an Effective Service Research Program
120. Exhibit 5.1: Elements in an Effective Customer Research Program for Services
121. Elements in an Effective Service Marketing Research Program
122. Complaint Solicitation
123. Technology Spotlight: Conducting Customer Research on the Web
124. Critical Incident Studies
125. Requirements Research
126. Relationship and SERVQUAL Surveys
127. Exhibit 5.2: SERVQUAL: A Multidimensional Scale to Capture Customer Perceptions and Expectations of Service Quality
128. Trailer Calls or Posttransaction Surveys
129. Service Expectation Meetings and Reviews
130. Process Checkpoint Evaluations
131. Market-Oriented Ethnography
132. Mystery Shopping
133. Customer Panels
134. Lost Customer Research
135. Future Expectations Research
136. Analyzing and Interpreting Customer Research Findings
137. Strategy Insight: Big Data Provides New Tools to Research Consumers
138. Global Feature: Conducting Customer Research in Emerging Markets
139. Customer Journey and Experience Maps
140. Importance/Performance Matrices
141. Using Marketing Research Information
142. Upward Communication
143. Objectives for Upward Communication
144. Exhibit 5.3: Elements in an Effective Program of Upward Communication
145. Research for Upward Communication
146. Exhibit 5.4: Employees Provide Upward Communication at Cabela’s, “World’s Foremost Outfitter”
147. Benefits of Upward Communication
148. Summary
149. Discussion Questions
150. Exercises
151. Notes
152. Chapter 6 Building Customer Relationships
153. Relationship Marketing
154. The Evolution of Customer Relationships
155. Exhibit 6.1: A Typology of Exchange Relationships
156. The Goal of Relationship Marketing
157. Technology Spotlight: Customer Information Systems Help Enhance the Customer Relationship
158. Benefits for Customers and Firms
159. Relationship Value of Customers
160. Exhibit 6.2: Calculating the Relationship Value of an Intuit Customer
161. Customer Profitability Segments
162. Profitability Tiers—the Customer Pyramid
163. The Customer’s View of Profitability Tiers
164. Making Business Decisions Using Profitability Tiers
165. Relationship Development Strategies
166. Core Service Provision
167. Switching Barriers
168. Relationship Bonds
169. Global Feature: Developing Loyal Customers at Airbnb
170. Relationship Challenges
171. The Customer Is Not Always Right
172. Strategy Insight: “The Customer Is Always Right”: Rethinking an Old Tenet
173. Ending Business Relationships
174. Summary
175. Discussion Questions
176. Exercises
177. Notes
178. Chapter 7 Service Recovery
179. The Impact of Service Failure and Recovery
180. Service Recovery Effects
181. Exhibit 7.1: The Service Recovery Paradox
182. How Customers Respond to Service Failures
183. Why People Do (and Do Not) Complain
184. Exhibit 7.2: The Internet Spreads the Story of Poor Service Recovery: “United Breaks Guitars”
185. Types of Customer Complaint Actions
186. Types of Complainers
187. Service Recovery Strategies: Fixing the Customer
188. Respond Quickly
189. Exhibit 7.3: Service Hero Stories
190. Provide Appropriate Communication
191. Technology Spotlight: Cisco Systems—Customers Recover for Themselves
192. Treat Customers Fairly
193. Exhibit 7.4: Fairness Themes in Service Recovery
194. Global Feature: Service Recovery across Cultures
195. Cultivate Relationships with Customers
196. Service Recovery Strategies: Fixing the Problem
197. Encourage and Track Complaints
198. Learn from Recovery Experiences
199. Strategy Insight: Eliciting Complaints and Reports of Service Failure
200. Learn from Lost Customers
201. Make the Service Fail-Safe—Do It Right the First Time!
202. Service Guarantees
203. Characteristics of Effective Guarantees
204. Types of Service Guarantees
205. Benefits of Service Guarantees
206. When to Use (or Not Use) a Guarantee
207. Exhibit 7.5: Questions to Consider in Implementing a Service Guarantee
208. Switching Versus Staying Following Service Recovery
209. Summary
210. Discussion Questions
211. Exercises
212. Notes
213. PART 4 ALIGNING SERVICE DESIGN AND STANDARDS
214. Chapter 8 Service Innovation and Design
215. Challenges of Service Innovation and Design
216. Important Considerations for Service Innovation
217. Involve Customers and Employees
218. Global Feature: The Global Service Innovation Imperative
219. Employ Service Design Thinking and Techniques
220. Technology Spotlight: Facebook: A Radical Service Innovation
221. Types of Service Innovation
222. Service Offering Innovation
223. Innovating around Customer Roles
224. Innovation through Service Solutions
225. Service Innovation through Interconnected Products
226. Exhibit 8.1: Pills with Sensors Track Drug Usage by Patients
227. Stages in Service Innovation and Development
228. Front-End Planning
229. Strategy Insight: Strategic Growth through Services
230. Implementation
231. Exhibit 8.2: Service Innovation at the Mayo Clinic
232. Service Blueprinting: A Technique for Service Innovation and Design
233. What Is a Service Blueprint?
234. Blueprint Components
235. Service Blueprint Examples
236. Blueprints for Technology-Delivered Self-Service
237. Reading and Using Service Blueprints
238. Building a Blueprint
239. Exhibit 8.3: Blueprinting in Action at ARAMARK Parks and Destinations
240. Exhibit 8.4: Frequently Asked Questions about Service Blueprinting
241. Summary
242. Discussion Questions
243. Exercises
244. Notes
245. Chapter 9 Customer-Defined Service Standards
246. Factors Necessary for Appropriate Service Standards
247. Standardization of Service Behaviors and Actions
248. Formal Service Targets and Goals
249. Strategy Insight: Using Big Data to Define Service Standards and Improve Customer Experience
250. Customer-, Not Company-, Defined Standards
251. Types of Customer-Defined Service Standards
252. Hard Customer-Defined Standards
253. Exhibit 9.1: Examples of Hard Customer-Defined Standards
254. Soft Customer-Defined Standards
255. One-Time Fixes
256. Global Feature: Adjusting Service Standards around the Globe
257. Exhibit 9.2: Examples of Soft Customer-Defined Standards
258. Development of Customer-Defined Service Standards
259. Turning Customer Requirements into Specific Behaviors and Actions
260. Exhibit 9.3: Hard and Soft Standards for Service at Ford Motor Company
261. Exhibit 9.4: Expected Behaviors for Service Encounters at John Robert’s Spa
262. Technology Spotlight The Power of Good Responsiveness Standards
263. Developing Service Performance Indexes
264. Summary
265. Discussion Questions
266. Exercises
267. Notes
268. Chapter 10 Physical Evidence and the Servicescape
269. Physical Evidence
270. What Is Physical Evidence?
271. Technology Spotlight: Virtual Servicescapes: Experiencing Services through the Internet
272. How Does Physical Evidence Affect the Customer Experience?
273. Types of Servicescapes
274. Servicescape Usage
275. Servicescape Complexity
276. Strategic Roles of the Servicescape
277. Package
278. Facilitator
279. Strategy Insight: Strategic Positioning through Architectural Design
280. Socializer
281. Differentiator
282. Framework for Understanding Servicescape Effects on Behavior
283. The Underlying Framework
284. Behaviors in the Servicescape
285. Exhibit 10.1: Servicescapes and Well-Being in Health Care
286. Exhibit 10.2: Social Support in “Third Places”
287. Internal Responses to the Servicescape
288. Environmental Dimensions of the Servicescape
289. Exhibit 10.3: Designing the Mayo Clinic Hospital
290. Global Feature: McDonald’s Adapts Servicescapes to Fit the Culture
291. Guidelines for Physical Evidence Strategy
292. Recognize the Strategic Impact of Physical Evidence
293. Blueprint the Physical Evidence of Service
294. Clarify Strategic Roles of the Servicescape
295. Assess and Identify Physical Evidence Opportunities
296. Update and Modernize the Evidence
297. Work Cross-Functionally
298. Summary
299. Discussion Questions
300. Exercises
301. Notes
302. PART 5 DELIVERING AND PERFORMING SERVICE
303. Chapter 11 Employees’ Roles in Service
304. Service Culture
305. Exhibiting Service Leadership
306. Developing a Service Culture
307. Global Feature: How Well Does a Company’s Service Culture Travel?
308. Transporting a Service Culture
309. The Critical Role of Service Employees
310. The Service Triangle
311. Employee Satisfaction, Customer Satisfaction, and Profits
312. The Effect of Employee Behaviors on Service Quality Dimensions
313. Boundary-Spanning Roles
314. Emotional Labor
315. Sources of Conflict
316. Strategy Insight: Strategies for Managing Emotional Labor
317. Quality/Productivity Trade-Offs
318. Strategies for Delivering Service Quality Through People
319. Hire the Right People
320. Technology Spotlight: How Technology Is Helping Employees Serve Customers More Effectively and Efficiently
321. Exhibit 11.1: Google Quickly Becomes a Preferred Employer in Its Industry
322. Develop People to Deliver Service Quality
323. Exhibit 11.2: Potential Benefits and Costs of Empowerment
324. Provide Needed Support Systems
325. Retain the Best People
326. Customer-Oriented Service Delivery
327. Summary
328. Discussion Questions
329. Exercises
330. Notes
331. Chapter 12 Customers’ Roles in Service
332. The Importance of Customers in Service Cocreation
333. Customers Themselves
334. Strategy Insight: Customer Cocreation of Value: An Important Strategy Frontier
335. Fellow Customers
336. Exhibit 12.1: Client Cocreation of Value in Business-to-Business Services
337. Customers’ Roles
338. Customers as Productive Resources
339. Customers as Contributors to Quality, Satisfaction, and Value
340. Exhibit 12.2: Which Customer (A or B) Will Be Most Satisfied?
341. Global Feature: At Sweden’s IKEA, Customers around the World Cocreate Customized Value
342. Customers as Competitors
343. Self-Service Technologies—The Ultimate in Customer Participation
344. A Proliferation of New SSTs
345. Customer Usage of SSTs
346. Success with SSTs
347. Strategies for Enhancing Customer Participation
348. Define Customers’ Roles
349. Technology Spotlight: Technology Facilitates Customer Participation in Health Care
350. Recruit, Educate, and Reward Customers
351. Exhibit 12.3: Working Together, U.S. Utility Companies and Customers Conserve Energy
352. Exhibit 12.4: Weight Watchers Educates and Orients New Members
353. Manage the Customer Mix
354. Summary
355. Discussion Questions
356. Exercises
357. Notes
358. Chapter 13 Managing Demand and Capacity
359. The Underlying Issue: Lack of Inventory Capability
360. Capacity Constraints
361. Time, Labor, Equipment, and Facilities
362. Optimal versus Maximum Use of Capacity
363. Demand Patterns
364. The Charting of Demand Patterns
365. Predictable Cycles
366. Random Demand Fluctuations
367. Demand Patterns by Market Segment
368. Strategies for Matching Capacity and Demand
369. Shifting Demand to Match Capacity
370. Global Feature: Cemex Creatively Manages Chaotic Demand for Its Services
371. Adjusting Capacity to Meet Demand
372. Combining Demand and Capacity Strategies
373. Strategy Insight: Combining Demand (Marketing) and Capacity (Operations) Strategies to Increase Profits
374. Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation, and Financial Return
375. Implementing a Yield Management System
376. Exhibit 13.1: Simple Yield Calculations: Examples from Hotel and Legal Services
377. Technology Spotlight: Information and Technology Drive Yield Management Systems
378. Challenges and Risks in Using Yield Management
379. Waiting Line Strategies: When Demand and Capacity Cannot be Matched
380. Employ Operational Logic
381. Exhibit 13.2: Overflow in the ED: Managing Capacity Constraints and Excess Demand in Hospital Emergency Departments
382. Establish a Reservation Process
383. Differentiate Waiting Customers
384. Make Waiting More Pleasurable
385. Summary
386. Discussion Questions
387. Exercises
388. Notes
389. PART 6 MANAGING SERVICE PROMISES
390. Chapter 14 Integrated Service Marketing Communications
391. The Need for Coordination in Marketing Communication
392. Key Service Communication Challenges
393. Service Intangibility
394. Management of Service Promises
395. Management of Customer Expectations
396. Customer Education
397. Internal Marketing Communication
398. Five Categories of Strategies to Match Service Promises with Delivery
399. Address Service Intangibility
400. Strategy Insight: Mobile Advertising—The Key to the Future of Digital
401. Exhibit 14.1: Service Advertising Strategies Matched with Properties of Intangibility
402. Manage Service Promises
403. Global Feature: Virgin Atlantic Airways
404. Technology Spotlight: Internet Expert Mary Meeker Predicts What Companies Most Need to Know
405. Manage Customer Expectations
406. Manage Customer Education
407. Manage Internal Marketing Communication
408. Summary
409. Discussion Questions
410. Exercises
411. Notes
412. Chapter 15 Pricing of Services
413. Three Key Ways that Service Prices are Different for Customers
414. Customer Knowledge of Service Prices
415. Exhibit 15.1: What Do You Know about the Prices of Services?
416. The Role of Nonmonetary Costs
417. Price as an Indicator of Service Quality
418. Approaches to Pricing Services
419. Cost-Based Pricing
420. Competition-Based Pricing
421. Strategy Insight: Pricing Variation in Airlines Offers Strategic Opportunities
422. Demand-Based Pricing
423. Global Feature: Unique Tipping and Pricing Practices around the World
424. Technology Spotlight: Dynamic Pricing on the Internet Allows Price Adjustments Based on Supply and Demand
425. Pricing Strategies That Link to the Four Value Definitions
426. Exhibit 15.2: Pricing for Customer-Perceived Value with Modular Service Pricing and Service Tiering
427. Pricing Strategies When the Customer Means “Value Is Low Price”
428. Pricing Strategies When the Customer Means “Value Is Everything I Want in a Service”
429. Pricing Strategies When the Customer Means “Value Is the Quality I Get for the Price I Pay”
430. Pricing Strategies When the Customer Means “Value Is All That I Get for All That I Give”
431. Summary
432. Discussion Questions
433. Exercises
434. Notes
435. PART 7 SERVICE AND THE BOTTOM LINE
436. Chapter 16 The Financial and Economic Impact of Service
437. Service and Profitability: The Direct Relationship
438. Exhibit 16.1: Customer Satisfaction, Service Quality, and Firm Performance
439. Offensive Marketing Effects of Service: Attracting More and Better Customers
440. Defensive Marketing Effects of Service: Customer Retention
441. Lower Costs
442. Volume of Purchases
443. Price Premium
444. Word-of-Mouth Communication
445. Exhibit 16.2: Word-of-Mouth Communication and Customer Measurement: The Net Promoter Score
446. Customer Perceptions of Service Quality and Purchase Intentions
447. Exhibit 16.3: Questions That Managers Want Answered about Defensive Marketing
448. Exhibit 16.4: Service Quality and the Economic Worth of Customers: Businesses Still Need to Know More
449. The Key Drivers of Service Quality, Customer Retention, and Profits
450. Effective Nonfinancial Performance Measurements
451. Strategy Insight: Customer Equity and Return on Marketing: Metrics to Match a Strategic Customer-Centered View of the Firm
452. Technology Spotlight: Cost-Effective Service Excellence through Technology
453. Global Feature: Measurement of Customer Satisfaction Worldwide
454. Summary
455. Discussion Questions
456. Exercises
457. Notes
458. Index

 

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