Essentials of Services Marketing, 4th edition

Jochen Wirtz National University of Singapore

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For undergraduate courses in services marketing.

Learn how to create value through customer connections and engagement.

As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

Key features of this highlyreadable book include:

· This text takes a stronglymanagerial perspective yet is rooted in solid academic research,complemented by memorable frameworks. The goal is to bridge theall-too-frequent gap between theory and the real world.

· Openingvignettes and boxed inserts within thechapters are designed to capture student interest and provide opportunities forin-class discussions.

· Each chapter provides a succinct chapteroverview in pictorial form that maps how the concepts link with eachother

· The text has been designed to be clear,readable, and focused and to work hand-in-hand with visuals that makeimportant concepts accessible.

· A selection of 21 in-depth case studies appears after thechapters, allowing students to apply what they have learned to practicalbusiness scenarios from around the world.

· Examples have been carefullyselected from America, Europe, and Asia to provide a global perspective.

As part of its systematiclearning approach, each chapter has clear learning objectives, an organizingframework that that provides a quick overview of the chapter’s contentsand line of argument, and chapter summaries in bullet formthat condense the core concepts and messages of each chapter.

New Topics, New Research

Each of the 15 chapters has been revised. All chapters incorporate new examples and the latest academic research .
Chapter 3 “Positioning Services in Competitive Markets” has a new section on digital services and platform business models.
Chapter 4 “Developing Service Products and Brands” has now a tighter focus on productizing services (i.e., “bundles of output”), an expanded section on branding of services, and a new section on service design thinking.
Chapter 8, “Designing Service Processes,” has a new a new in-depth coverage of service robots and AI-powered self-service technologies (SST).
Chapter 14, “Improving Service Quality and Productivity,” features a heavily revised section on customer feedback systems and collection tools to reflect the rapid development of automated rating systems, user-generated content on review sites and third-party (social) media, and their analysis using natural language processing, image processing and other technologies.
Chapter 15, “Building a Service Organization That Wins,” features a new section on the wallet allocation rule.

PART I — UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products and Brands
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

Chapter 8: Designing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity
Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES

Case 1 Sullivan Ford Auto World
Case 2 Susan Munro, Service Consumer
Case 3 Dr. Beckett's Dental Office
Case 4 Uber's Unintended Burdens
Case 5 Kiwi Experience
Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Case 7 Revenue Management at The View
Case 8 Aussie Pooch Mobile
Case 9 Service Robots in the Frontline: How Will Aarion Bank's Customers Respond?
Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
Case 12 Red Lobster
Case 13 Banyan Tree: Branding the Intangible
Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
Case 15 Menton Bank
Case 16 Dr. Mahalee Goes to London: Global Client Management
Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other's Turf?
Case 18 The Royal Dining Membership Program Dilemma

JochenWirtz is Vice Dean MBA Programmes and Professor of Marketing at theNational University of Singapore (NUS). He is also an international fellow ofthe Service Research Center at Karlstad University, Sweden, an Academic Scholarat the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA,and a Global Faculty of the Center for Services Leadership (CSL) at ArizonaState University, USA.

Previously,Professor Wirtz was the founding director of the dual degree UCLA – NUSExecutive MBA Program from 2002 to 2014, an Associate Fellow at the SaïdBusiness School, University of Oxford from 2008 to 2013, and a founding memberof the NUS Teaching Academy (the NUS think-tank on education matters) from 2009to 2015.

Professor Wirtz holds a Ph.D. inservices marketing from the London Business School and has worked in the fieldof services for over 25 years. His research focuses on service marketing andhas been published in over 300 academic articles, book chapters and industryreports. He is an author of over 20 books, including Essentials of Services Marketing and Services Marketing—People,Technology, Strategy (World Scientific, 9th edition, 2022), which havebecome two of the world’s leading services marketing textbook that has beentranslated and adapted for over 26 countries and regions, and with combinedsales of some 1 million copies. Intelligent Automation: Learn How to HarnessArtificial Intelligence to Boost Business & Make Our World More Human(2021), and Winning in Service Markets(World Scientific, 2017).

In recognition of his excellencein teaching and research, Professor Wirtz has received over 50 awards,including the prestigious Christopher Lovelock Career Contributions to theServices Discipline Award in 2019 (the highest recognition of the AmericanMarketing Association (AMA) service community), the Academy of MarketingScience (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognitionof teaching excellence of AMS globally) and the top university-level Outstanding Educator Award at NUS. He also was the winner of the inauguralOutstanding Service Researcher Award 2010 and the Best Practical ImplicationsAward 2009, both by Emerald Group Publications. He serves on the editorial review boards of over ten academic journals,including the Journal of Service Management, Journal of Service Research, andCornell Hospitality Quarterly, and is also an ad hoc reviewer for the Journal of the Academy of Marketing Scienceand Journal of Marketing. Professor Wirtz hosted the American MarketingAssociation’s Frontiers in Services Conference in 2019 and the SERVSIGConference in 2005.

ProfessorWirtz was a banker and took the banking exam at Chamber of Commerce andIndustry in Munich. He has since been an active management consultant, workingwith international consulting firms, including Accenture, Arthur D. Little andKPMG, and major service firms in the areas of strategy, business developmentand customer feedback systems. He has been involved in a number of start-upsincluding Dataswift (www.dataswift.io)and TranscribeMe (TranscribeMe.com).

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