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。

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