Services marketing journal pdf

Is it a sign of weakness when a affected and b least affected by the problem of national economy manufactures few of the goods variable inputs and outputs? Why do the marketing, operations, HR management, 4. Why would growth in business services help and IT functions need to be closely coordinated in individual firms and entire economies become more service organizations?

What are the implications of the Service—Profit Chain 5. What are the key elements in the framework for your explanation. Visit the websites of the following national statistical 3. Bureau of Economic Analysis www. What conclusions respective websites for your country if they are not do you draw about future opportunities in different covered here. In each instance, obtain data on the markets?

What do you see as competitive threats? G i v e e x a m p l e s o f h o w I n t e r n e t a n d GDP; b the percentage of employment accounted telecommunications technologies e. Looking at these trends, what are your conclusions for the main sectors of these economies, 5.

Choose a service company you are familiar with, and within services, for specific service sectors? Legal and accounting firms now advertise their services in many countries. Search for a few 6. Explain how concepts in Chapter 1 are relevant to advertisements and review the following: What do the marketing of a religious institution, or a nonprofit these firms do to cope with the intangibility of their organization such as World Wildlife Fund.

What could they do better? How do they deal with consumer quality and risk perceptions, and how could they improve this aspect of their marketing? Harris, Revolution and the Transformation of Marketing eds. Cambridge, UK: University of Cambridge — Institute for Manufacturing, ; Paul P.

Maglio and Jim Spohrer Russell School Working Paper, No. February, p. Kallenberg , Services — Boon or Bane? Krishnan with an Introduction by Alan B. Management Review, Vol. Neu and Stephen A. Journal of Service Research, Vol. Vargo and Robert R. For a Journal of Consumer Services, No. Vargo, Robert R. Research, Vol. Karpen, Liliana L. Bove, and Bryan A. Summer, pp. ZeithamI, A. Mills and D. Irwin, Inc. It was a refinement of the long list of ingredients included in the marketing mix 43 For research on SST, see Matthew L.

Ostrom, and Stephen W. Brown in the s. Donnelly and W. George, eds. Association, , pp. September, pp. Hoboken, NY: in O. Ferrell, S. Brown and C.

Lamb Jr. Routledge, Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser Jr. Heskett, Service Industry Management, Vol.

Earl Sasser, Jr. Claes Fornell Distinguished Donald C. Figure 2. Describe an unsatisfactory encounter you experienced Review the five dimensions of service quality. What were the key drivers Call a service to improve the service? February, pp. Zeithaml, Leonard L. Berry, and A. See: Sally Hibbert, April , pp. Rather, they rely Strategy and Leadership in Service Businesses, 2nd ed. Noone, Sheryl E. Kimes, Anna S. Mattila, Vol. Lovelock, John E. Management, 14, No.

Bateson, and Robert F. Young, eds. Marketing Consumer Services: New Insights. Douglas Science Institute, Report 77—, November , pp. Hoffman and John E. Mason, OH: H. Fit in a Service Organization?

Review, Vol. The following studies applied Stephen J. Grove, Raymond P. Fisk, and Joby John, perceived control to service encounters: John E. Schwartz and Dawn Iacobucci, eds. Handbook in John A. Czepil, Michael R. Solomon, and Carol F.

Hui and John E. Teresa A. Handbook 18, No. Michael K. Management, Vol. See also F. Oliver, Satisfaction: A Behavioral Vol. Perspective on the Consumer. Armonk, NY: Armonk, M. Sharpe, Grove and Raymond P. Berry, G. Shostack, and G. Upah, eds. Oliver and John E. Marketing Association, , pp. Solomon, Carol Suprenant, John A. Anderson and Mary W.

Spring, pp. Carrol and J. Payne, eds. Oliver, Roland T. Rust, and Sajeev Varki Vol. Christopher Bartl, Matthias H. Gouthier, and Markus Sharpe , Loyalty Relationship: Empirical Generalizations and — Keiningham, 33 Roland T. Rust and Richard L. The pp. Arnold, and Kristy E. Strategy Need Words? Ross, and P. Asymmetric Impact of Negative and Positive Attribute- 5, pp. Kumar and M. Tsiros Eugene W.

Findings: Implications for the Economy, Stock Returns 2, pp. Chichester, NY: Wiley, Oliver, pp. Armonk, NY: M. Sharpe, , — Kalia, R. Staelin, and V. Zeithaml of Marketing, Vol. Witkowski, and Mary F. Journal of Business Research, Vol.

Zeithaml, A. Parasuraman, and Leonard L. See alsoValarie A. Zeithaml, Mary Jo Vol. Bitner, and Dwayne D. Parasuraman, Valarie A. Chichester, NY: Wiley, , pp.

With this perceptions of how different services are performing understanding, marketers can then develop a on determinant attributes compared to competition. What are the elements of a customer-driven services 5. Why should service firms focus their efforts? Describe the basic focus strategies, and give examples 2. In segmentation, what are the most common bases of how these work.

Provide examples for each of these bases. What are the six questions for developing an effective 3. What is the distinction between important and positioning strategy? How can positioning maps help managers better decisions? How are service levels of determinant attributes 8. Describe what is meant by positioning strategy related to positioning services? Select a company of your choice. Identify the 5. Imagine you have been hired as a consultant to give variables that the company has used to segment their advice to The Palace Hotel.

Consider the options customers. Support your answers with examples for the hotel based on the four attributes in the from the company.

What 2. Provide two examples of service firms that use service actions do you recommend The Palace take? Explain levels other than airlines, hotels, and car rentals to your recommendations. Explain the determinant 6.

Choose an industry you are familiar with such as cell attributes and service levels used to differentiate the phone service, credit cards, or online music stores , positioning of one service from another? Find examples of companies that illustrate the four positions of different service providers in that focus strategies discussed in this chapter.

Use attributes you believe are determinant attributes. Identify gaps in the market, and generate 4. Identify possible focus options open to travel agencies wishing to develop new lines of business that would make up for the loss of airline ticket sales. Business Review, Vol.

Select a specific service product you are familiar with 4. Using a firm you are familiar with, analyze what and identify its core product and supplementary opportunities it might have to create product line services.

What analyze the differences in terms of core product and impact might these extensions have on its present supplementary services between the two services. Identify two examples of branding in financial 5. Identify two failed new service developments. Select a service brand you consider to be outstanding. How meaningful are these brands likely to be to Explain why you think it is outstanding. Also explore customers? You should select an 3.

Select a service firm you believe is highly successful organization you are very familiar with. Conduct a few interviews to find out how consumers experience its service.

From the findings, identify the factors that helped that service firm to build strong brand equity. Lovelock, J. Bateson, and R. Langeard, C. Michelli, The Starbucks Experience: 5 Institute, , pp. According to Salim Eiglier and E. Marketing, Operations, and Human Resources: Burton G. Eiglier, E. Williams , Vol. Anderson and James A. Harvard Business Review, Vol. For recent research on the impact of Internet- and 75— April, pp.

Office, accessed February 17, For research on the elements of service innovation that are classified along the three core innovation types of 13 www. Palgrave Macmillian. Service Industry Management, Vol. Parsa, John T. Storey and Christopher J. July, pp. Boudreau and Karim R. What, How, Where, and When. An entrepreneur is thinking of setting up a new 4. Select three different service industries, one each service business you can choose any specific for people-processing, possession-processing and business.

What advice would you give regarding the information-based services. For each, assess the five distribution strategy for this business? Address the globalization drivers and their impact on these three What? Think of three services you buy or use either mostly 5. Obtain recent statistics for international trade in or exclusively via the Internet. What is the value services for the US and another country of your proposition of this channel over alternative channels choice.

What are the dominant categories of service e. What factors do you think are 3. What advice would you give to a a weight reduction driving trade in specific service categories? What clinic, b a pest control company, and c a university differences do you see between the countries? Which market entry strategy into a new international international? Lovelock, eds. Amy L. Brown , — Daniel Wright, Kurt M. Bretthauser, and Ronald 61—83; James M. Curran and Matthew L. Nunes and Frank V.

Retailing, Vol. Jones, David L. David M. Honeymoon: Testing a Lifecycle Theory of Franchise southwest. Gary Akehurst, , Vol. Have a look at their website and at the posted Protected?

Swartz and Dawn Iacobucci, eds. Handbook of markets for US-based franchise firms. African counties were the least attractive. China and the other BRIC countries i. Hachemi Aliouche and Udo A. Johansson and George S. Lovelock and George S. Javalgi, and D. Carraher and Dianne H. Boddewyn, Marsha Baldwin Halbrich and A. A man who knows the price of everything There are two fools in any market: One does not charge and the value of nothing.

The other charges too much. See Rajiv K. Sinha, Fernando S. March 17, , p. Journal of Marketing, Vol. For study —; Craig A. Latshaw and Teresa M. Cortese- examining the tradeoff between price and effort i. Kaplan and Steven R. Goebel, Greg W. Marshall, and William B. Stevenson and David W. Journal of Retailing, Vol. Smith and Thomas T. Kimes and Jochen Wirtz , July, pp. Stupidities in the 21st Century New York: Harper For application of yield management to industries Business, , p. Kimes and Jochen Wirtz , 68— Kimes, Jeannette P.

Moderating Role of Familiarity in Fairness Perceptions 11— Bolton, Luk Warlop, and Joseph W. Monroe, and Jennifer L. A Conceptual Framework of Science, Vol.

Downloads 0. Minton Given the growing prevalence of gun control policies in service settings, this study aims to investigate how the adoption of a gun control policy by a service businesses…. Downloads 4. Viewpoint: the need to evolve to a service logic mindset in Latin America Javier Reynoso The purpose of this viewpoint is to discuss the need to evolve from a service marketing approach to a service logic mindset throughout the organization in Latin America….

Commentary: the unintended consequences of digital service technologies Mark S. Rosenbaum , Gabby Walters , Karen L. Edwards , Claudia Fernanda Gonzalez-Arcos This commentary puts forth a conceptual framework, referred to as the consumer, organization, government framework of unintended digital technology service failures, that…. Commentary: The moral limits of service markets — just because we can, should we? Addressing customer misbehavior contagion in access-based services Himanshu Shekhar Srivastava , K.

Jayasimha , K. Sivakumar Access-based services ABSs provide short-term access to goods, physical facilities, space or labor in exchange for access fees without transferring legal ownership e.

PDF 1. The role of reciprocity and reputation in service relationships with arts organisations Giulio Toscani , Gerard Prendergast In an arts organisation context, this paper aims to further the understanding of service relationships by developing a framework explaining how sponsored arts…. Service inclusion: the role of disability identity in retail Sarah Dodds , Nitha Palakshappa The purpose of this research is to explore the role of identity for consumers with disabilities in a retail context.

Viewpoint: internet revolution lessons applied to post-pandemic service delivery a North American perspective Matthew L. Meuter This study aims to propose research directions for service providers to most effectively navigate through and beyond the post-pandemic service delivery challenges from a…. Improving service brand personality with augmented reality marketing Daria Plotkina , John Dinsmore , Margot Racat Augmented reality AR apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service.

Viewpoint: a transformative view for small service firms in the new Latin American service marketplace Constanza Bianchi This paper aims to propose a framework of transformative strategies across the different levels of the service ecosystem for the recovery, well-being and inclusion of….

Consumer effort in service encounters: the overlooked impact of surface acting Laurel Aynne Cook , M. Paula Fitzgerald , Raika Sadeghein One shift in the retail landscape is the workload transfer from the retailer to the consumer. Consumer responses to environmental corporate social responsibility and luxury Marie Schill , Delphine Godefroit-Winkel Drawing on the stimulus—organism—response S-O-R framework, this study presents an original model examining the influence of environmental corporate social responsibility….

Customer responses to service failures on social media Kaan Varnali , Caner Cesmeci As customers increasingly adopt social media as the primary channel to reach out to companies, voicing is becoming a public act. Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value Ali Hussain , Amir Zaib Abbasi , Linda D.

Hollebeek , Carsten D. Schultz , Ding Hooi Ting , Bradley Wilson Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames.

Customer engagement in online service brand communities Ming Chi , Paul Harrigan , Yongshun Xu Online service brand communities OBCs are an essential services marketing channel and relationship marketing tool, in which social capital SC is a critical success…. Servicing through digital interactions andwell-being in virtual communities Cindy Yunhsin Chou , Wei Wei Cheryl Leo , Tom Chen Applying social exchange theory as the theoretical basis, this paper aims to examine the impacts of two forms of digital social interaction on social well-being and….

A conceptual framework for transformative gamification services Afshin Tanouri , Ann-Marie Kennedy , Ekant Veer Although the concept of transformative gamification is mentioned in previous research, no research has provided a theoretically based explanation of how gamification can….

Transformation of the hospitality services marketing structure: a chaos theory perspective Levent Altinay , Hasan Evrim Arici Drawing on chaos theory as an overarching approach, as well as guidelines from effectuation and transformative learning theories, this study aims to evaluate the changing…. Accommodating ethnic minority consumers during service encounters: the fine line Sarah Mady , John B. Ford , Tarek Mady This paper aims to examine the effect of intercultural accommodation efforts on service quality perceptions among ethnic minority consumers.

Signaling authenticity for frontlineservice employees A. Lynn Matthews , Meike Eilert Authenticity is a complex character that is valued in service contexts. PDF 4. Consumers experiencing vulnerability: a state of play in the literature Aimee Riedel , Dana Messenger , David Fleischman , Rory Mulcahy The purpose of this paper is to provide a state-of-the-art review of research on consumers experiencing vulnerability to describe the current situation of the consumers….

The role of customer experience in the perceived value—word-of-mouth relationship Volker G. Hollebeek The customer experience CX , as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value CPV …. Influence of social media posts on service performance Carol Esmark Jones , Stacie Waites , Jennifer Stevens Much research regarding social media posts and relevancy has resulted in mixed findings.

Value creation and destruction in the marketisation of human services Melanie Randle , Nadia Zainuddin Governments are increasingly marketising human services in developed countries, with the aim of giving individuals more choice and control over the support they receive…. ISSN : Online date, start — end: If these do not match, quality difference can arise which will lead not only to a dissatisfied customers but also to bad publicity.

Thus a modified marketing mix has to be developed which will incorporate those elements which are essential to the marketing of services in addition to the Four Ps. The activities involved in the effective marketing of services are quite different and generally do not fall in the conventional marketing mix. Therefore, it is imperative for service managers to consider the extended marketing mix in formulating their marketing strategies. Thus the 7 Ps of the service marketing mix are product, price, place, promotion, process, people and the physical evidence.

Following the trend AgrawalZ1expanded the mix of marketing elements to eight variables and proposed a new marketing framework. It is 20 Booms,M. H and Bitner. H and George, W. R Eds. The model proposed that the pace of the marketing response is as controllable by marketers and, therefore, is to be included in the marketing response as are the rest of the marketing elements.

Also, pace is not only an independent element of the proposed marketing mix but also viewed as the enveloping element for the rest of the seven elements.

Thus a number of service organisations have adopted pace as an influential' element of their marketing strategy. A product might satisfy a human want or need. The term, product includes physical objects, services, concept ideas, place or persons. O Pure services such as consultancy, teaching etc. The service product has four dimensions. These are 1. The basic or core service, for example, serving food in a restaurant. The expected service - this includes the minimum expectations that a customer has from a service, for example, a customer expects prompt service and comfortable seating in addition to good food from a restaurant.

The augmented services - here the service provider offers benefits over and above those that the customer expects. The potential service - this contains all potential features and benefits that may be added to increase the utility of the service to the buyers.

For example, a computer can be upgraded to function as a multimedia unit for entertainment or making presentation. Management of service firms must select appropriate strategies regarding - 23 Woodruffe, Helen, "Services Marketing", Macrnillan India Ltd..

New Delhi, , p. New services are just as important to a service company as new products to a product-marketing company. Similarly, the improvement of existing services and the elimination of unwanted, unprofitable services are also key goals. It is important that the service marketers study the product life cycle and identify the emerging market trends.

The new product requires invention and innovations through intensive research and analyzing the changing trends in demand. This makes it imperative that service-generating organizations are well aware of the changing needs and requirements of customers, their likes and dislikes, lifestyles.

The strategies for designing the productmix determine the magnitude of success, and profitability of the service firms and the level of satisfaction to the customers. Price in Services Price is a key element in marketing mix. It must be aimed at achieving organisational goals and customer acceptance. The price of the service is the value attached to it by the service provider.

It must correspond with the customer's perception of value and quality. If the price is too low, the service may be perceived as poor as inferior quality. Customers differ in their needs, styles and spending power. Therefore, many service providers offer a wide range of services at various prices to meet the needs of different target customers. Some service firms follow differential price policy to correspond with changes in demand at different points of time.

For example, a hotel may offer services at lower prices during off peak seasons. The pricing decisions of a service firm are influenced by several - factors. The type of service organization, the demand-supply position in the market, the level of competition,- the stage in the life cycle may all have an impact on pricing decisions.

However, organisational objectives have a dominant role in pricing decisions for long-term survival and excelling competition. Some service organisations like those owned by public sector have constraints over the prices they can charge to customers. Here pricing is dependent more on providing social benefits to customer rather than making profits. These include the product pricing strategies like skimming, penetration pricing, cost plus pricing, differential pricing or promotional pricing.

Pricing policy cannot be static; it should be a continuous process. A framework for pricing decisions should be monitored continuously to allow for responsive action and adaptation when required. Promotion of Services Promotion is used to communicate information about products and services to target market audiences thereby facilitating the exchange process.

It helps-jocreate awareness among the customers and enables them to select the service provider. Since the service firm is marketing intangibles, reputation is very important. Promotional programmes can stress dependability of the service - its efficient delivery and consistent high quality. The promotional measures of a service firm include personal selling, advertising, sales promotion, public relations and mailing offers. Personal selling is resorted to by many service providers to develop a close relationship with customers.

However, a combination of these programmes will be the most effective promotional tool in creating favourable response from target audience. The selection of communication mix depends o n the level of competition-,degree of intangibility in the service products, the reach of target customers, restrictions on the service professions etc.

Some professional organisations restrict the use of advertising for their members on the ground that it is unethical. A service marketer should not only understand how marketing communication works but also the media in which it has to function. This -- calls for a revision in the formulation of the goals of communication for the service industry. Agrawal proposes a revised Heirarchy of Effects model for creating evidence of services. Service marketers necessarily have to seek from their communication planning and media much beyond the goals of creating awareness, generating interest, developing a desire and then encouraging action among consumers.

This was all right for goods. For service, it has to be more. Service communication must also provide evidence of the service or make tangible the service for the customers. For instance, a particular design, a website or a corporate logo in a service message is all evidences of the service.

The inseparable nature of services makes it necessary that it must be accessible and available to customers in order to facilitate the exchange process. It cannot be stored until a later date; it must be available for consumption at the point of production.

Distribution or the place element of the marketing mix is concerned with two main issues, namely, accessibility and availability of services. Accessibility refers to the ease and convenience, with which a service can be purchased, used or received.

Availability refers to the extent to which a service is obtainable or capable of being purchased, used or received. Both criteria must be satisfied in order to achieve successful services marketing. A key decision with regard service distribution is location. There are several factors, which influence the decision of service location. These are? Service inseparability Service perishability The role of the consumer as co producer of the service Customer needs and wants Importance of geographical location as part of the service Target markets Many service organisations use direct.

However, intermediaries or agents are employed in certain commercial services like banking, insurance etc. Some services like courier services operate through multiple outlets. But certain common functions like service designing, promotion etc. Another method of service distribution channel is known as franchising. It basically consists of signing a n agreement between the service organisation and another individual or firm called a franchisee.

The - 25 Woodruffe. New Delhi,, p. The franchiser lays down the standard conditions regarding location; space, dkcor, layout and external make up of the outlet.

Thus in services marketing as in marketing of goods, there are number of channel options to market the services. One can also make use of modern channels like e-mail and Internet for marketing services. They involve considerable interaction between the service provider and customers.

Therefore, employment of right kind of personnel in service firms is of utmost importance. The inseparable nature of services means that the human element forms an integral part of the service package. People being an element of services marketing mix applies not only to the service personnel but also to the customers who play an active role in the service delivery.

In many services, customers form an important part of the service. For example, in education, the students are very much part of the learning programme. The participation of customer is essential to derive the full benefits of services. People are the key to a successful service encounter and this can happen only if the employees develop an obsession with the customers. Employees need to understand their role in service exchange, and human resources management provides the programmes and strategies to ensure the highest standards of customer care.

Services are not purchased and owned in the same way as physical goods. A service is created or performed rather than physically handed over. The performance process involves interaction between service provider and -- customers. Therefore, the service process is a n integral part of service offering and also the consumer satisfaction.

It is only recently that the importance of service delivery process has been recognised and developed as a marketing tool in service industry. Developments in technology have also helped to revolutionalise many processes in the service sector. The principles by which service delivery process can be designed and implemented are really not different from those applied in the field of manufacturing. There are four objectives of setting down clear outlines or blueprints for service delivery processes.

While designing a service delivery process the following factors are to be considered: 1. The extent of customer involvement or participation in the service process.

The location of the service points i. The nature of the service itself i. The degree of standardisation i. The complexity of the service as measured by the number steps or activities in the service delivery process. The pace of technological developments in recent years has had a major impact on service delivery processes and practices. Service providers and customers have now online information and access to services like banking, stock broking, airline-ticket booking etc.

Many organisations have been using technology to improve service efficiency and reach of services. Some new services have also developed directly out of developments in technology such as mobile communication, internet- trading and e-commerce.

Physical Evidence in Services Physical evidence or appearance is an important element of service marketing mix. Since services lack tangibility the consumers require evidence to prove- that they exist in the same form as being claimed by the service provider.

Some services are product based and service providers will focus on ensuring that any accompanying goods, which form part of the service, are of appropriate quality and standard. Services, which are highly intangible like consultancy and financial advice, are more difficult for the consumer to assess.

In the absence of any tangible products, consumers will look for other ways of evaluating the service. A piece of service evidence is a physical object accompanying a service that cannot be categorised as true product elements.

Service evidence, according to Shostack, plays a critical role in verifying either the existence or the completion of a service. The perception of customers with regard -to physical evidence includes two main types: essential evidence and peripheral evidenceezg Essential evidence is integral to the service offering and includes the tangible aspects or benefits.

Thus a computer in a bank or a teacher in a management institute is essential evidence of these service providers. This type of evidence will not normally be exchanged or owned by the customer. In all cases, the quality and standard of the essential evidence will be a major influence in the customer's purchase decision. Jamshedpur, pp. Peripheral evidence, unlike essential evidence, can be given away or exchanged during service transactions. Thus a bank passbook in a bank or course material in an academic institution are peripheral evidence of the service providers.

Peripheral evidence plays an emotional role in consumer evaluation of a service before, during and after purchase. Both these types of evidence combine with the organisation's other marketing mix elements, especially promotion and people, to create an impression on customers and potential customers. Physical evidence will help the potential customers to evaluate the service offering and its quality and standard.

Their impression of quality will always be subjective and based on their individual perception. These configurations include a dynamic location, physical infrastructure, corporate image and identity, motivated and trained service personnel etc.