Test Bank for Services Marketing Concepts Strategies Cases 5th Edition by K. Douglas Hoffman, John E.G. Bateson – Ebook PDF Instant Download/Delivery: 1285429788 ,9781285429786
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ISBN 10: 1285429788
ISBN 13: 9781285429786
Author: K. Douglas Hoffman, John E.G. Bateson
Help students examine the use of services marketing as a competitive tool from a uniquely broad perspective with Hoffman/Bateson’s SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, the book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and “other services.” Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, giving students valuable insights for business success. A new online format offers features to keep your course current and is the perfect solution for online, hybrid, and traditional classes that want to take advantage of technology.
Test Bank for Services Marketing Concepts Strategies Cases 5th Edition Table of contents:
Part I. An Overview of Services Marketing
Chapter 1. An Introduction to Services
1-1. Introduction
1-2. What Is a Service?
1-2a. The Scale of Market Entities
1-2b. The Economic Value of Transforming Goods into Services
1-2c. The Molecular Model
1-3. Creating the Service Experience
1-4. The Servuction Model
1-4a. The Servicescape
1-4b. Contact Personnel/Service Providers
1-4c. Other Customers
1-4d. Invisible Organization and Systems
1-5. Why Study Services?
1-5a. The Growth of the Global Service Economy
1-5b. The Growth of the Global Service Labor Force
1-5c. The Emergence of E-Service(s)
1-5d. Serving It Up Green: Sustainability Comes to Services
Summary
Key Terms
Review Questions
Chapter 2. The Service Economy: Supersectors and Ethical Considerations
2-1. Introduction
2-2. What Is the Service Economy?
2-2a. Education and Health Services
2-2b. Financial Activities
2-2c. Government
2-2d. Information
2-2e. Leisure and Hospitality
2-2f. Professional and Business Services
2-2g. Transportation and Warehousing and Utilities
2-2h. Wholesale and Retail Trade
2-2i. Other Services
2-2j. The Service Sector: Concluding Thoughts
2-3. Ethical Considerations for Services Marketers
2-4. What Are Ethics?
2-5. The Opportunity for Ethical Misconduct in Services Marketing
2-5a. Services Consist of Few Search Attributes
2-5b. Technical and Specialized Services
2-5c. Time Lapse Between Performance and Evaluation
2-5d. Services Sold Without Guarantees and Warranties
2-5e. Services Performed by Boundary-Spanning Personnel
2-5f. Accepted Variability in Performance
2-5g. Outcome-Based Reward Systems
2-5h. Consumer Participation in Production
2-6. Issues that Create Ethical Conflict
2-6a. Conflict of Interest
2-6b. Organizational Relationships
2-6c. Honesty
2-6d. Fairness
2-6e. Communication
2-7. The Effects of Ethical Misconduct
2-8. Controlling Ethical Decision Making
2-8a. Employee Socialization
2-8b. Standards of Conduct
2-8c. Corrective Control
2-8d. Leadership Training
2-8e. Service/Product Knowledge
2-8f. Monitoring of Employee Performance
2-8g. Stress Long-Term Customer Relationships
Summary
Key Terms
Review Questions
Chapter 3. Fundamental Differences Between Goods and Services
3-1. Introduction
3-2. Intangibility: The Mother of All Unique Differences
3-2a. Marketing Challenges Created by Intangibility
3-2b. Possible Solutions to Challenges Caused by Intangibility
3-3. Inseparability: The Interconnection of Service Participants
3-3a. Marketing Challenges Created by Inseparability
3-3b. Possible Solutions to Challenges Created by Inseparability
3-4. Heterogeneity: The Variability of Service Delivery
3-4a. Marketing Challenges Created by Heterogeneity
3-4b. Possible Solutions to Challenges Caused by Heterogeneity
3-5. Perishability: Balancing Supply and Demand
3-5a. Marketing Challenges Caused by Perishability
3-5b. Possible Solutions to Challenges Created by Perishability
3-6. Marketing, Operations, and Human Resources Must Work Together
Summary
Key Terms
Review Questions
Chapter 4. Services Consumer Behavior
4-1. Introduction
4-2. The Consumer Decision Process: An Overview
4-2a. The Prepurchase Stage: The Stimulus
4-2b. The Prepurchase Stage: Problem Awareness
4-2c. The Prepurchase Stage: Information Search
4-2d. The Prepurchase Stage: Evaluation of Alternatives
4-2e. The Consumption Stage: Choice
4-2f. The Postpurchase Stage: Postpurchase Evaluation
4-3. Special Considerations Pertaining to Services
4-3a. Prepurchase Stage Considerations: Perceived Risk
4-3b. Prepurchase Stage Considerations: The Importance of Personal Sources of Information
4-3c. Prepurchase Stage Considerations: Fewer Alternatives to Consider
4-3d. Prepurchase Stage Considerations: Self-Service as a Viable Alternative
4-3e. Consumption Stage Considerations
4-3f. Postpurchase Considerations
Summary
Key Terms
Review Questions
Part II. The Tactical Services Marketing Mix
Chapter 5. The Service Delivery Process
5-1. Introduction
5-2. Stages of Operational Competitiveness
5-2a. Stage 1: Available for Service
5-2b. Stage 2: Journeyman
5-2c. Stage 3: Distinctive Competence Achieved
5-2d. Stage 4: World-Class Service Delivery
5-3. Marketing and Operations: Balance is Critical
5-4. In a Perfect World, Service Firms Would Be Efficient
5-4a. Thompson’s Perfect-World Model
5-4b. The Focused Factory Concept
5-4c. The Plant-Within-a-Plant Concept
5-5. Applying Efficiency Models to Service Firms
5-5a. Operations Solutions for Service Firms
5-5b. Moving the Time of Demand to Fit Capacity
5-6. The Art of Blueprinting
5-6a. An Example of a Simple Blueprint
5-6b. The Service Operations Manager’s Perspective
5-6c. The Service Marketing Manager’s Perspective
5-6d. Using Service Blueprints to Identify the Servuction Process
5-6e. A Marketing or an Operations Blueprint?
5-6f. Constructing the Service Blueprint
5-7. Blueprinting and New-Product Development: The Roles of Complexity and Divergence
Summary
Key Terms
Review Questions
Chapter 6. The Pricing of Services
6-1. Introduction
6-2. What Does It Mean to Provide Value?
6-3. Special Considerations of Service Pricing
6-3a. Cost Considerations
6-3b. Demand Considerations
6-3c. Customer Considerations
6-3d. Competitive Considerations
6-3e. Profit Considerations
6-3f. Product Considerations
6-3g. Legal Considerations
6-4. Emerging Service Pricing Strategies
6-4a. Satisfaction-Based Pricing
6-4b. Relationship Pricing
6-4c. Efficiency Pricing
6-4d. Adaptive Pricing
6-5. Some Final Thoughts on Pricing Services
Summary
Key Terms
Review Questions
Chapter 7. Developing the Service Communication Strategy
7-1. Introduction
7-2. Managing the Service Communication Process
7-2a. Selecting Target Markets
7-2b. Establishing Communications Objectives
7-2c. Setting the Communications Budget
7-2d. Formulating the Service Firm’s Positioning Strategy
7-2e. Establishing Message and Media Strategies
7-2f. Monitoring, Evaluating and Controlling the Communication Strategy
7-3. Special Challenges Associated with the Service Communications Strategy
7-3a. Mistargeted Communications
7-3b. Managing Expectations and Perceptions
7-3c. Advertising to Employees
7-3d. Selling/Operation Conflicts
7-4. Specific Guidelines for Developing Service Communications
7-4a. Develop a Word-of-Mouth Communications Network
7-4b. Promise What Is Possible
7-4c. Tangibilize the Intangible
7-4d. Feature the Working Relationship Between Customer and Provider
7-4e. Reduce Consumer Fears about Variations in Performance
7-4f. Determine and Focus on Relevant Service Quality Dimensions
7-4g. Differentiate the Service Product via the Service Delivery Process
7-4h. Make the Service More Easily Understood
7-5. Developing Communication Strategies for Professional Service Providers
7-5a. Special Considerations for Professional Service Providers
7-5b. Establish Regular Communications with Clients
7-5c. Develop a Firm Brochure
7-5d. An Informed Office Staff Is Vital
Summary
Key Terms
Review Questions
Chapter 8. Managing the Firm’s Physical Evidence
8-1. Introduction
8-2. The Strategic Role of Physical Evidence
8-2a. Packaging
8-2b. Facilitating the Service Process
8-2c. Socializing Employees and Customers
8-2d. A Means for Differentiation
8-3. The SOR Model
8-4. The Development of Servicescapes
8-4a. Remote, Self-Service, and Interpersonal Services
8-4b. Stage 1: Physical Environmental Dimensions
8-4c. Stage 2: Holistic Environment
8-4d. Stage 3: Internal Response Moderators
8-4e. Stage 4: Internal Responses
8-4f. Stage 5: Behavioral Responses to the Environment
8-5. Managing the Senses When Creating Servicescapes
8-5a. Sight Appeals
8-5b. Sound Appeals
8-5c. Scent Appeals
8-5d. Touch Appeals
8-5e. Taste Appeals
Summary
Key Terms
Review Questions
Chapter 9. People as Strategy: Managing Service Employees
9-1. Introduction
9-2. The Service Provider Role
9-2a. Coping Strategies and Implications for Customers
9-2b. How Can Marketing Make Things Better or Worse?
9-3. Unleashing Service with the Right Climate
9-3a. Creating a Climate for Service
9-3b. Controlling, Rewarding and Evaluating Service Providers
9-3c. Empowerment
9-4. The Role of Management
9-5. Information Technology and the Service Provider
9-5a. Customer Relationship Management
Summary
Key Terms
Review Questions
Chapter 10. People as Strategy: Managing Service Consumers
10-1. Introduction
10-2. Expert and Novice Consumers as Part of the Production Process
10-3. The Theatrical Analogy
10-3a. Defining Novices and Experts Using the Script Idea
10-4. Consumer Performance and Operational Efficiency
10-5. Consumer Satisfaction and Consumer Performance
10-6. Managing Consumer Performance Scripts
10-6a. Audit Your Consumer Performance Expertise
10-6b. Increasing the Share of Consumers Who Are Expert Performers
10-6c. Change Scripts Carefully
10-6d. Coping with Novices and Experts
10-7. Managing Consumer Service Perceptions During The Service Experience
10-7a. Principle 1: Uncertain Waits are Longer than Known, Finite Waits
10-7b. Principle 2: Unexplained Waits are Longer than Explained Waits
10-7c. Principle 3: Anxiety Makes the Wait Seem Longer
10-7d. Principle 4: Preprocess Waits Feel Longer than In-Process Waits—Post-Process Waits Feel Longest of All
10-7e. Principle 5: Unfair Waits Are Longer than Equitable Waits
10-7f. Principle 6: Unoccupied Waits Feel Longer than Occupied Waits
10-7g. Principle 7: Solo Waits Are Longer than Group Waits
10-7h. Principle 8: The More Valuable the Service, the Longer the Customer Will Wait
10-8. Consumer Performance and The Role of Marketing and Operations
Summary
Key Terms
Review Questions
Part III. Assessing and Implementing Successful Service Strategies
Chapter 11. Defining and Measuring Customer Satisfaction
11-1. Introduction
11-2. The Importance of Customer Satisfaction
11-2a. What Is Customer Satisfaction and Dissatisfaction?
11-2b. The Benefits of Customer Satisfaction
11-2c. The Benefits of Customer Satisfaction Surveys
11-3. Measuring Customer Satisfaction
11-3a. The Scale of 100 Approach
11-3b. The “Very Dissatisfied/Very Satisfied” Approach
11-3c. The Combined Approach
11-4. Understanding Customer Satisfaction Ratings
11-4a. Factors Influencing Customer Satisfaction Ratings
11-4b. Are Customer Satisfaction Surveys Worth It?
11-5. Customer Satisfaction: How Good Is Good Enough?
11-6. Does Customer Satisfaction Translate into Customer Retention?
11-7. Customer Satisfaction: A Closer Look
11-7a. Types of Customer Expectations
11-7b. The Zone of Tolerance
11-7c. Factors Influencing Service Expectations: Desired Service
11-7d. Factors Influencing Service Expectations: Desired Service and Predicted Service
11-7e. Factors Influencing Service Expectations: Adequate Service
11-7f. The Link between Expectations, Customer Satisfaction, and Service Quality
Summary
Key Terms
Review Questions
Chapter 12. Defining and Measuring Service Quality
12-1. Introduction
12-2. What Is Service Quality?
12-2a. The Difference in Quality Perspectives between Goods and Services
12-3. Diagnosing Failure Gaps in Service Quality
12-3a. The Knowledge Gap (Gap 1)
12-3b. The Standards Gap (Gap 2)
12-3c. The Delivery Gap (Gap 3)
12-3d. The Communications Gap (Gap 4)
12-4. Measuring Service Quality: The SERVQUAL Measurement Scale
12-4a. The Tangibles Dimension
12-4b. The Reliability Dimension
12-4c. The Responsiveness Dimension
12-4d. The Assurance Dimension
12-4e. The Empathy Dimension
12-4f. Determining the Importance of Each of the Five Dimensions
12-4g. Criticisms of SERVQUAL
12-4h. SERVQUAL: Some Final Thoughts
12-5. Service Quality Information Systems
12-5a. Solicitation of Customer Complaints
12-5b. After-Sales Surveys
12-5c. Customer Focus Group Interviews
12-5d. Mystery Shopping
12-5e. Employee Surveys
12-5f. Total Market Service Quality Surveys
Summary
Key Terms
Review Questions
Chapter 13. Complaint and Service Recovery Management
13-1. Introduction
13-2. The Psychology of Customer Complaining Behavior
13-2a. Types of Complaints
13-2b. Types of Complainers
13-2c. Why Do Customers Complain?
13-2d. Why Don’t Customers Complain?
13-2e. Complaining Outcomes
13-3. Developing a Service Recovery Management Program
13-3a. Developing a Positive Internal Recovery Culture
13-3b. Service Failure Identification
13-3c. Service Failure Attribution: Identifying the Root Cause
13-3d. Recovery Strategy Selection: What Should the Customer Receive to Offset the Failure?
13-3e. Recovery Strategy Implementation: How Should the Recovery Strategy Be Presented to the Customer?
13-3f. Providing Feedback to Employees
13-4. The Art of Service Recovery: Basic Rules of Thumb
13-4a. Measure the Costs
13-4b. Actively Encourage Complaints
13-4c. Anticipate Needs for Recovery
13-4d. Train Employees
13-4e. Empower the Front Line
13-4f. Respond Quickly
13-4g. Close the Loop
Summary
Key Terms
Review Questions
Chapter 14. Customer Loyalty and Retention
14-1. Introduction
14-2. What Is Customer Loyalty?
14-2a. You’re Great, but It’s Over!
14-2b. Strategies for Cultivating Customer Loyalty
14-3. What Is Customer Retention?
14-3a. The Trend toward Customer Retention
14-3b. The Importance of Customer Retention
14-4. The Benefits of Customer Retention
14-4a. Profits Derived from Sales
14-4b. Profits from Reduced Operating Costs
14-4c. Profits from Referrals
14-4d. Clarifying the Benefits of Customer Retention
14-4e. Determining the Lifetime Value of a Customer
14-4f. Is It Always Worthwhile to Keep a Customer?
14-5. Customer Retention Programs
14-5a. Frequency Marketing
14-5b. Relationship Marketing
14-5c. Aftermarketing
14-5d. Service Guarantees
14-6. Defection Management: Developing a Zero Defection Culture
14-6a. Zero Defects versus Zero Defections
14-6b. The Importance of Defection Management
14-6c. Defector Types
14-6d. The Defection Management Process
Summary
Key Terms
Review Questions
Chapter 15. Pulling the Pieces Together: Creating a World-Class Service Culture
15-1. Introduction
15-2. Obstacles to World-Class Service: Departmentalization and Functionalism
15-2a. Overcoming the Silo Mentality: Understanding Internal Logics
15-2b. Business Philosophies: The Industrial Versus Market-Focused Management Models
15-2c. The Industrial Management Model
15-2d. Consequences of the Industrial Management Model
15-2e. The Market-Focused Management Model
15-3. Developing a Service Culture
15-3a. Assessing the Current Culture of the Service Firm: Observation and Indirect Questioning Techniques
15-3b. Assessing the Current Culture of the Service Firm: Conducting a Service Audit
15-3c. The Service Audit: The Profit and Growth Component
15-3d. The Service Audit: The Customer Satisfaction Component
15-3e. The Service Audit: The External Service Value Component
15-3f. The Service Audit: The Employee Productivity Component
15-3g. The Service Audit: The Employee Loyalty Component
15-3h. The Service Audit: The Employee Satisfaction Component
15-3i. The Service Audit: The Internal Service Quality Component
15-3j. The Service Audit: The Firm’s Leadership Component
15-3k. The Service Audit: The Measurement Relationship Component
15-4. Strategies that Facilitate Cultural Change
15-4a. Changing Culture through Structure
15-4b. Changing Culture through Systems
15-4c. Changing Culture through People
15-4d. Changing Culture Directly
Summary
Key Terms
Review Questions
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