服務行銷（英文版·原書第7版）

內容簡介

本書的結構與行銷入門教科書的標準4P（行銷組合）結構完全不同，全書以“服務質量”作為服務行銷的核心主題，並以世界知名的ZPB研究團隊早年所開發的“服務質量差距模型”為框架謀篇布局，將服務行銷系統和過程中的顧客行為、期望、感知、角色與企業的戰略、運營、人力資源等管理要素以嚴密的邏輯和清晰的分析巧妙地融為一體。

圖書目錄

出版說明

作者簡介

前言

第一篇　服務行銷的基礎

第1章　服務導論 2

開篇案例　所有宙腿熱企業都是服務企業 2

1.1　什麼是服務 4

1.2　為什麼要研究服務行銷 8

1.3　服務和技術 14

1.4　服務的特性 19

1.5　服務行銷組合 24

1.6　始終關注顧客 27

小結 29

討論題 29

練習題 29

參考文獻 30

第2章　本書的概念框架：服務

質量差距模型 33

開篇案例　喬氏超市（Trader Joe抯）的服務質量：具有企業精神的專賣店 33

2.1　顧客差距 35

2.2　供應商差距 36

2.3　綜合所有因素：彌合所有差距 45

小結 48

討論題 48

練習題 48

參考文獻 48

第二篇　聚焦顧客

第3章　顧客對服務的期望 50

開篇案例 50

3.1　服務期望 52

3.2　影響顧客服務期望的因素 57

3.3　涉及顧客服務捉仔員期望的一些問題 66

小結 72

討論題 72

練習題 73

參考文獻 73

第4章　顧客對服務的感知 76

開篇案例　贊恩腳踏車：把服務作為一個戰略差異化因子 76

4.1　顧客感知 78

4.2　消費者滿意 80

4.3　服犁虹習元務質量 87

4.4　服務接觸：顧客感知的基礎 93

小結 104

討論題 104

練習題 105

參考文獻 105

第三篇　了解顧客需求

第5章　通過調研傾聽顧客 113

開篇案例　通過顧客旅程研匪旋究提升顧客體驗 113

5.1　套用顧客調查了解顧客期望 115

5.2　有效的服務市場調查計畫要素 121

5.3　分析和研究市場調查結果 132

5.4　使用市場調查信息 137

5.5　向上溝通 137

小結 141

討論題 141

練習題 142

參考文獻 142

第6章　建立顧客關係 144

開篇案例　汽車聯合服務協會（USAA）

聚焦長期關係 144

6.1　關係漿民茅行銷 146

6.2　顧客關係價值 154

6.3　顧客獲利能力細分 157

6.4　發展關係策略 159

6.5　關係挑戰 166

小結 171

討論題 172

練習題 172

參考文獻 172

第7章　服務補救 178

開篇案例　捷藍航空應對2007年情人節

甘迺迪機場的暴風雪 178

7.1　服務失誤及補救的影響 179

7.2　顧客對服務失誤的反應 183

7.3　服務補救策略：安撫顧客 187

7.4　服務補救措施：解決問題 198

7.5　服務承諾 202

7.6　更換還是接受服務補救 207

小結 209

討論題 209

練習題 210

參考文獻 210

第四篇　服務設計與服務標準的統一

第8章　服務創新與設計 218

開篇案例　服務創新是寵物市場公司（PetSmart）增長的引擎嗎 218

8.1　服務創新與設計的整芝定永挑戰 220

8.2　服務創新的重要注意事項 221

8.3　服務創新的類型 223

8.4　服務創新和開發步驟 228

8.5　服務藍圖：一種有效描述服務創新和設計的重要技術 235

小結 247

討論題 248

練習題 248

參考文獻 249

第9章　顧客定義的服務標準 254

開篇夜整慨案例　聯邦快遞使用服務質量指數設定標準 254

9.1　建立適當服務標準的必備因素 256

9.2　顧客定義的服務標準的類型 260

9.3　顧客定義服務標準的開發 266

小結 278

討論題 278

練習題 279

參考文獻 279

第10章　有形展示與服務場景 281

開篇案例　萬豪採用特色的服務場景打造獨特的品牌體驗 281

10.1　有形展示 283

10.2　服務場景的類型 287

10.3　服務場景的戰略作用 289

10.4　服務場景對顧客與員工行為影響的理論框架 293

10.5　有形展示策略的原則 304

小結 307

討論題 308

練習題 308

參考文獻 309

第五篇　傳遞與執行服務

第11章　服務傳遞中的員工角色 315

開篇案例　員工就是服務與品牌 315

11.1　服務文化 316

11.2　一線服務人員的關鍵作用 320

11.3　跨邊界作用 323

11.4　通過人員傳遞服務質量的策略 328

11.5　顧客導向的服務傳遞 340

小結 342

討論題 342

練習題 343

參考文獻 343

第12章　顧客在服務傳遞中的角色 349

開篇案例　客戶作為服務價值的創造者 349

12.1　服務傳遞中顧客的重要性 351

12.2　顧客的角色 356

12.3　自助服務技術：重在客戶參與 363

12.4　增加顧客參與的戰略 365

小結 375

討論題 375

練習題 376

參考文獻 376

第13章　管理需求與能力 382

開篇案例　怎樣在一年365天讓600間房都住滿 382

13.1　根本問題：服務缺乏庫存能力 384

13.2　能力限制 386

13.3　需求波動規律 388

13.4　能力與需求的匹配策略 390

13.5　收益率管理：平衡能力利用率、價格、細分市場和財務回報 398

13.6　排隊等待策略：當需求與能力無法一致時 404

小結 411

討論題 411

練習題 412

參考文獻 412

第六篇　管理服務承諾

第14章　整合行銷溝通 417

開篇案例　整合行銷傳播的跨渠道案例 417

14.1　行銷傳播需要協調一致 419

14.2　服務傳播的關鍵挑戰 421

14.3　匹配服務承諾與服務傳遞的五種戰略 424

小結 442

討論題 443

練習題 443

參考文獻 443

第15章　服務的定價 446

開篇案例　航空公司獲利頗豐，但是費用繁多令旅客困惑 446

15.1　顧客服務價格區別於產品價格的三個主要方面 448

15.2　服務定價的方法 453

15.3　與四種價值定義相關的定價策略 461

小結 469

討論題 469

練習題 470

參考文獻 470

第七篇　服務和回報

第16章　服務的財務及經濟意義 474

開篇案例 474

16.1　服務和盈利性：直接關係 476

16.2　服務的進取性行銷作用：吸引更多更好的顧客 480

16.3　服務的防禦性行銷作用：保留顧客 480

16.4　顧客服務質量感知與購買意願 484

16.5　服務質量、顧客保留及利潤的關鍵驅動因素 488

小結 494

討論題 495

練習題 495

參考文獻 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

服務行銷（英文版·原書第7版）

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