服务营销.[英文原版].Christopher Lovelock.chapter 9

Service Marketing: Teaching Design for the FourthEditionIntroductionService marketing has become a critical component of modern business strategy. With the ever-increasing competition in the service industry, there is a growing need for organizations to develop a comprehensive understanding of customer needs and preferences. This is where service marketing comes in; it is a branch of marketing that deals with the design and delivery of services that satisfy customer needs.The fourth edition of Service Marketing is a comprehensive guide to the principles and practices of service marketing. The book has been updated with the latest research and trends in the field. It provides a practical approach to service marketing and explns how organizations can build long-term relationships with customers through effective service delivery.This teaching design provides an outline for instructors to effectively teach the concepts found in the fourth edition of Service Marketing.Learning ObjectivesBy the end of the course, students will be able to:1.Understand the key concepts and principles of servicemarketing2.Critically analyze the service delivery process3.Apply service marketing principles to real-world situations4.Develop effective service marketing strategiesCourse OutlineWeek 1: Introduction to Service Marketing•Introduction to service marketing•Understanding the service delivery process•The role of customer expectations in service marketing Week 2: The Service Environment•Designing service environments•Managing service encounters•The role of technology in service marketingWeek 3: Service Quality•Understanding service quality•Measuring service quality•Managing service qualityWeek 4: Service Innovation•Creating service innovation•Evaluating service innovation•Managing service innovationWeek 5: Service Delivery Channels•Understanding service delivery channels•Assessing service delivery channels•Designing service delivery channelsWeek 6: Relationship Marketing•Building customer relationships•Managing customer relationships•Measuring customer relationshipsWeek 7: Service Flure and Recovery•Understanding service flure•Recovering from service flures•Managing service recoveryWeek 8: Service Marketing Strategy•Developing service marketing strategy•Assessing service marketing strategy•Implementing service marketing strategyTeaching MethodologyThe primary teaching methodology will be interactive lectures. In addition, case studies, group discussions, and assignments will be used to reinforce learning.AssessmentAssessment will be based on:•Group presentations•Case study analysis•Individual assignments•Final examConclusionThe fourth edition of Service Marketing is a valuable resource for business students and professionals who are looking to develop a deep understanding of service marketing. The teaching design outlined above provides a comprehensive framework for instructors to teach the concepts covered in the book. The course will equip students with the knowledge and skills to design and deliver effective services that meet the needs and expectations of customers.。

服务营销中服务的管理营销08乙引言作为一名市场营销专业的学生，我自然而然地讲服务管理的概念联系到自身的专业上，因此我要做的文献综述是关于服务营销的。

关于服务营销概念的研究1.服务营销是企业在充分认识满足消费者需求的前提下，为充分满足消费者需要在营销过程中所采取的一系列活动。

由于科学技术的进步和社会生产力的显著提高，产业升级和生产的专业化发展日益加速，一方面使产品的服务含量，即产品的服务密集度日益增大。

另一方面，随着劳动生产率的提高，市场转向买方市场，消费者随着收入水平提高，他们的消费需求层次也相应提高，并向多样化方向拓展。

现实经济生活中的服务可以区分为两大类。

一种是服务产品，产品为顾客创造和提供的核心利益主要来自无形的服务。

另一种是功能服务，产品的核心利益主要来自形成的成份，无形的服务只是满足顾客的非主要需求。

贝瑞和普拉苏拉曼认为，在产品的核心利益来源中，有形的成份比无形的成份要多，那么这个产品就可以看作是一种“商品”；如果无形的成份比有形的成份要多，那么这个产品就可以看作是一种“服务”。

虽然在服务营销这个名词概念中主体是营销，最终目的也是营销，但我个人认为”服务”与”营销”在服务营销这一概念中是并列，甚至更加侧重于”服务”.2.我们需要了解服务营销的特点，以及它与有形产品营销的差异。

服务营销的供求比较分散，这就要求服务网点要广泛而分散，并尽可能地接近客户群体。

服务营销由于生产和消费的统一性，决定其常常只能采取直销方式，在一定程度上限制了服务市场规模的扩大，其次服务市场的购买者是多元的，广泛的，复杂的，服务产品营销对象的多变性表现为不同购买者对服务产品需求的种类，内容，方式的经常变化，客户需求的弹性很大。

最后服务者的技术，技能，技艺直接关系着服务质量，客户对各种服务产品的质量要求也就是对服务人员技术，技能，技艺的要求，服务者的服务质量不可能有唯一的统一衡量标准，而只能凭购买者的感觉来确定相对的标准。

servicemarketing服务营销英文论文The Service Encounter Journal and Analysis1.IntroductionUnlike the tangible products output by the manufacturing industry, service as a kind of product, has very distinctive features. Service is actually a process of input, transformation and output. It has the features of intangibility, customer participation, variability, low entry barriers and it cannot be touched and stored. Service marketing means the a series of activities during the marketing process in order to meet consumer demands.With the development of social division of labor, the progress of science and technology and people's increasing living standard, the role of the service marketing in the enterprise marketing management also becomes more important. (Zeitham et al, 2005) This article will use the basic theory of service marketing, combined with the my personal customer experience, to analyze and evaluate the service marketing of five encounters, the McDonald's, Starbucks, Esprit, IKEA and Windsor Hotel, so as to demonstrate my understanding towards the link between services marketing theory and practice.2.McDonald’s2.1 The intangibility of service processesFor me as a common customer, my purpose of buying food from McDonald’s restaurant is not only getting the food, but also experiencing its high quality service and enjoying the modernized environment and facility. At the time, my gaining including enjoyment and happiness is intangible. This kind of gaining is achieved by the design of the restaurant. As a result, although a part of McDonald’s service is tangible, from thecustomer’s perspective, the aim of our consuming behavior is getting a tool to solve problems rather than getting the items. As for the McDonald’s, they sell happiness rather than hamburgers, like their slogan I'm lovin' it.2.2 Production and consumption take place simultaneouslyFor many other industries, the production and use of products are two different stages and happen in different places. Customers cannot directly get involved in theproduction system. But in general the service production and consumption are simultaneous. (V argo& Lusch, 2004). For example, eating hamburgers at McDonald's is the time of consumption. When stop eating, the production and consumption will stop at the same time. Only when the customers come to consume can McDonald’s services be produced, their service process is the products. This feature makes the service product not easy to control the quality, it needs customers to queue up as a buffer. Every time I go to McDonald's, the waiting is very short, less than two minutes. Besides the staff will provide me the food within one minute. Therefore quick, friendly and reliable service has become a symbol of McDonald's.2.3 The service cannot be restored the above analysis we know that, it is the simultaneity of production and consumption that make the services cannot be stored usually. When McDonald's restaurants open, their basic cost has been fixed (rent, infrastructure, staff wages and so on). Even if the restaurant have a lot of empty seats, as long as a day passes they cannot be reused, so the opportunity to get profit from production capacity has completely disappeared. However from cyclical demand of customers, many guests cannot find seats during the rush hour, while at the off-peak period, customer number is obviouslyinsufficient, so the restaurants waste a lot of fixed cost. McDonald's has some rules such as the shelf life of burgers is 10 minutes, French fries is 7 minutes, if they cannot be sold with the regulated time they will be thrown into the garbage. But McDonald’s takes some measures to adjust the service ability such as hire temporary workers and increase the self-service ways. It also use some strategies to achieve stable demands such as providing appointments and price temptation.2.4 Customers participate in the service processThe concept ‘Customers are in your factory’ is very common among service industries. In most cases, customers actively or passively get involved in the service process. In McDonald's stores, in addition to getting greetings for the restaurant staff while ordering food, customers will not get other specific services. They need to get food, find seats and litter the garbage all by themselves.All in all, as a leader of the fast food industry, McDonald’s embodies all kinds ofcharacteristics of the service marketing. In order to avoid the negative impact of the service marketing, it takes all kinds of measure to control risks and expand business. (Gr?nroos, 2001)3.Starbucks3.1 The tangibility of Starbucks’ servicesStarbucks has strict requirements to the employees. They are required to understand the basic knowledge of coffee and even more delicate ones, and they should enthusiastically share customers with the coffee-related information, such as how to determine when is the best timing to taste the coffee. Of course, there is smile on their faces all the time. In addition, the interior design of the Starbucks has very strict standards as well.Although in the same city, different Starbucks stores are decorated with different styles, but they all need to meet the demand of achieving the harmony of nature and customers. (Edgett & Parkinson, 1993)3.2 The standardization of Starbucks’ servicesExcept for the coffee, Starbucks also sell everything relevant to coffee in the stores. Such as various flavors of coffee beans, coffee machines, creative coffee cups and fresh roasted cakes. According to the store staff, Starbucks pays much attention to the quality of the products, whether the procurement and transportation of the raw beans, the process of baking, mixing with ingredients and water filter, or finally provide the coffee to the customers, everything moment must meet the most stringent requirements. At the same time, any coffee making equipments Starbucks sells should be tested and evaluated, any new equipments needs to pass the strict inspection before entering into the public. In a series of service work, Starbucks makes each step standardized. During the process, it also integrate with careful marketing services. (Schultz & Jones, 1997)3.3 The customer relationship of StarbucksIt is said that Starbucks only $1 million on advertising spending every year on average, compared with the similar industry that quite very few. However, as for its promotion, it uses the media, coffee lectures and all kinds of marketing activities to introduce thecoffee culture to the customers, letting customers know and understand the Starbucks coffee, and by the means of communication with customers to make customers feel their sincerity. Starbucks keeps sincerely caring about the employees and customers and apply the relationship marketing very well. Atthe same time it also reflects the humanist service of Starbucks. (Smith, 1996)3.4 The humanity of Starbucks’ servicesStarbucks has been in pursuit of perfection all the time. As for the store decoration and staff behavior, they make the customers really experience every careful tiny detail and service. In terms of the employees, they creates the work atmosphere of mutual respect and trust. As for the partners, they carefully select and set up good relations of cooperation. (Schultz & Jones, 1997) All in all, the unique and successful relationship marketing make Starbucks successful.4.ESPRIT4.1 Brand image and shop decorationESPRIT is one of my best clothing brands. The design concept "care the attitude rather than the age" of ESPRIT has spread around the world. ESPRIT represents fashion life brand with energy, promoting cooperation, pursuing the ideal, positive and optimistic life style. Not only does ESPRIT shape for the customer with the clothing, but also a way of life, the attitude to life and a sense of self, which is outstanding, active and creative. In terms of the shop decoration of ESPRIT, there are always large billboards and bright windows, coincided with fashionable music and products, along with the young and energetic clerks of the store. All of these can bring the customers nice mood easily. The image itself of ESPRIT is sending out the warmth and happiness. (Boyt et al, 2001).4.2 The the three stages of marketing servicesMarketing service content in clothing stores can be roughly divided into three stages, service before sales, in sales and after sales. If all the three stages of service can meet the consumerdemands in an all round way, the store business will certainly thrive.The pre-sale service refers to the preparing work before opening the shops, including the store cleaning job, displaying measurement, replenishment the price of goods, merchandise display, as well as guide the staff about the product knowledge and methods of receipting customers. In-sell service refers to the service period when a customer goes into a store until leaving.After-sales service points to the additional services provided by the shops for the customers after the product are sold. Such services include methods, delivery processing range, sending greeting cards and so on. (Lovelock et al, 2009) According to my personal customer experience, I think ESPRIT has done the stages very well.4.3 Personal experience in ESPRIT storeThe salespersons always try to understand customers’consuming motivation when they go into the shop and meet the needs of customers as much as possible. I have been told that the front-line employees all underwent strict selection process, and than received professional training. As a result, they have high marketing service quality. The brands also sets the goal and the levels of the service quality with a strict rewards and punishment system. They also pay attention on customer data inputting, management, analysis and use. As a loyal customer, I receive newsletters from ESPRIT every month. I also receive warm greetings and wishes from them on some special occasions. When on my birthday, I could even enjoy some discount and mysterious small gifts. Before long I carelessly left my mobile phone in the fitting room of a ESPRIT store in Melbourne. The clerk contacted through a friend of me in no timeand kept my mobile phone for me until I came to retrieve it the next day. Moreover I found that store personnel also pay great attention to the safety of the customers’ goods during the service. Their careful and meticulous responsible attitude will reduce the chance of a thief crime. Last but not least, I have noticed that they regard all the guest equally, especially they take care of the children.5.IKEA5.1 The experience marketing serviceI enjoy visiting IKEA. As we all know, IKEA is a big market for households andfurnitures. However, the main reason why IKEA is inviting for me is not the products it boasts, but the services and experiences.I think this is the main point that separates IKEA from other brands. It’s also a kind of culture. I enjoy going there for this unique culture in IKEA. As IKEA advocates, entertaining shopping is the household culture of IKEA. IKEA makes the household market into a place for shopping and entertainment. It has all kinds of special designed furniture, products that are comfortable and nice to touch, what’s mor e, the beautiful music around makes your shopping an enjoyable experience indeed. Rightly because of this, many customers come to IKEA not only for shopping, but also for a nice place to relax and enjoy.(Edvardsson et al, 2006)The sales way of IKEA is actually a way of providing excellent services rather than providing an experience. It is shown in the following ways. First and foremost, every IKEA is a place for the experiences of the customers, such as interacting and practicing. When you enter IKEA, you can easily approach tools like rulers, pencils, paper, meaning every consumer is both a planner and adesigner of their house once they are in IKEA. This is an important part for consumers to participate in. Secondly, in each IKEA shop, consumers can get direct access to the experiences of beds, sofa and other furniture, which means consumers can be influenced by the direct trying and this is the part of experiencing. Thirdly, when deciding which IKEA products to buy, consumers can not only raise their requirements to IKEA assistants, but also mix and match with all the products in IKEA as the way they would like to, so that the new products that really caters to the customers; appetite are formed. In this way, customers have a feeling that they are part of the designing of their home products, which is pretty different from the passive accepting of the products, enabling the customers to be the designers. Fourthly, all the products in IKEA have a limit amount, which has deep implications. On the one hand, consumers have big possibilities to try and create within the limited numbers of product, which sounds easy enough to practice and minimize the possibility that consumers may have same products bought from IKEA as they are mixed in different ways. On the other hand, the limited products means that the products will be updated as time goes by, so it is hard for theconsumers to have the same IKEA products in their home. In this w ay consumers’needs of being different have been fully satisfied. And this is the part of meeting the individual requirements for shopping in IKEA. I think this way of selling products in IKEA is a way to think all that a customer can think and a positive way to involve all the customers into their selling. Participation of customers is a vital factor in the system of delivering services. Letting the customers in the mixing and designing of the products is a good example. The customers willfeel honored and more pleased in the whole process. Besides, IKEA provides a lot of facilities to satisfy the customers, such as the canteen, and the children’s park. They provide both convenient services and solve the worries of the parents to rightly arrange their children when shopping.(Edvardsson et al, 2006)5.2 The evaluation of experience in IKEAIn summary, what IKEA sells is not only products themselves, but a kind of IKEA value and a way of service for customers. As the consumers’ awareness of consuming develops a nd becomes more mature, they will have stronger demands for experiences in shopping. Starting from the demands above, IKEA provides the full services from experiencing in IKEA to carrying products to consumers’ houses, providing double experiences both in on live experiencing and experiences in assembling. This way of selling perfectly closes the distance between the customers and the products. T oday, the idea of providing servicing becomes more and more important in selling. Customers not only require for the products, but also for the experience in the process of buying products. IKEA inspires us that providing experiences in selling is a trend and a smart way to excel in the current market. (Lovelock et al, 2009)6. The Hotel Windsor in Melbourne6.1 The facilitiesHotel Windsor is located in 103 Spring Street in Melbourne. It is the only one hotel in Australia which remain the the Victorian architecture style and cultural characteristics. At the same time it also has five-star modern facilities, including 24-hour business center, the housekeeper type service and castle fitness center. The geographicalposition of Hotel Windsor is very superior, which is only 20kilometers far from the airport. The transportation is convenient, so it is an ideal starting point for Melbourne mini-vacations. As Hotel Windsor is quite near the Parliament Building, the old Treasury Building, Municipal Museum and other attractions, I chose to live in this hotel for two nights with my friends.Hotel Windsor offers a wide variety of facilities, which added a lot of fun for us. The characteristic service of the hotel include the room service, parking, valet parking, shops, laundry service and so on. All the rooms regard comfort as the first standard, as well as all facilities. Fitness center enables customers to play all day. The hotel is very old but the internal decoration facilities are still quite new, the lobby of the hotel and the door let people have a feeling of getting back to the old times. The hotel atmosphere is quiet away from the hustle and bustle, which is well suited to loosen body and mind. Beginning at the Windsor hotel to drink afternoon tea is Melbourne a tradition since 1883. Cricketer 's Bar preserved in Australia for more than a century of cricket memorabilia, hanging on the wall as a decoration. Restaurant in Windsor hotel "tea drinking afternoon tea, it is always a pleasure. In, in the three layers of silver tray selection elegant afternoon tea heart, cool. Also customer can enjoy the Windsor hotel there leisurely style. (Buttle, 1993)6.2 Customer experienceMy friends and I took a taxi to the hotel. In accordance with the regulations of the hotel group, after the taxi stopped, the guard need to recept the guests within 30 seconds. Windsor Hotel doorman appeared to greet us in just 12 seconds. After check-in, almost when we came to the room the luggage was delivered at the same time. The night before we left the room to eat dinner, we deliberately put some magazines inclinedmagazine rack and left some nut shells on the table, even split some cosmetics in the sink of the bathroom and made the bath cap unscrewed. After we returned to our room, we found that the bed was neat and tidy, everything was back in order. At dinner we ordered some dish on the menu, though the food tasted delicious and services were the first-class, we still found some small problems. For instance, a wine waiter performed a little disrespectful, he recommended a winedirectly rather than let us to choose in advance.7. ConclusionFrom the pe rspective of service marketing, consumer’s purchasing behavior means the beginning of the marketing rather the ending. The enterprises should not just focus on the sales of the products, they should pay more attention on consumer experience during the whole service process, in order to establish the customer loyalty. (Vargo& Lusch, 2004). The five encounters mentioned above are are all world-famous brands, they emphasize on customer experience and improve their service with strict standards. They are all successful examples of marketing service.References:Boyt, T. E., Lusch, R. F., & Naylor, G. (2001). The Role of Professionalism in Buttle, F. (1993). Hotel and food service marketing: a managerial approach. Cassell. 23-35Determining Job Satisfaction in Professional Services A Study of Marketing Researchers. Journal of Service Research, 3(4), 321-330.Edgett, S., & Parkinson, S. (1993). Marketing for Service Industries-A Revie. Service Industries Journal, 13(3), 19-39.Edvardsson, B., Enquist, B., & Hay, M. (2006). V alues-basedservice brands: narratives from IKEA. Managing Service Quality, 16(3), 230-246.Gr?nroos, C. (2001). Service management and marketing (V ol. 2). New Y ork^ eNY NY: Wiley. 156-167Lovelock, C. H., Wirtz, J., & Chew, P. (2009). Essentials of service marketing. Prentice Hall/Pearson.Smith, M. D. (1996). The empire filters back: consumption, production, and the politics of Starbucks Coffee. Urban Geography, 17(6), 502-525.Schultz, H., & Jones Yang, D. (1997). Pour your heart into it: How Starbucks built a company one cup at a time. Hyperion. 45-48V argo, S. L., & Lusch, R. F. (2004). The four service marketing myths remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324-335.Zeithaml, V. A., Bitner, M. J., & Gwinner, D. D. (2005).Services Marketing and Management. 5-15。

（二）标题：Services Marketing原文：COURSE OBJECTIVESThe objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of services. Problems commonly encountered in marketing services -- such as inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling quality -- will be addressed. Strategies used by successful services marketers to overcome these difficulties will be discussed.The emphasis will be on service universals rather than on any particular industry (such as bank marketing). However, concepts will be illustrated using cases, examples, and exercises in service industries such as financial planning, airlines, the hospitality industry, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value).The course is designed not just for students with careers in services industries but also careers in goods industries with high service components (e.g., industrial products, high tech products, durable products).COURSE PHILOSOPHYMarketing is a set of skills, concepts, knowledge, analytical techniques and approaches that -- when applied appropriately -- can greatly improve the effectiveness with which business is conducted. This course is designed to allow you to further develop these skills, techniques, and approaches and to seek appropriate solutions based on reasoning and analysis.It is critical to understand that a t this stage of knowledge, marketing is not a science!If it were, there would be no service failures, dissatisfied customers, or ineffective advertising.COURSE MATERIALSMarketing: Integrating Customer Focus across the Firm, fourth edition,Downloads from Course Web SiteIn the time we have in the mod, we will not be able to cover everything on the topic of services marketing. The textbook provides you with frameworks that areessential to understanding the subject. I've assigned chapters and some readings for each topic that will help you prepare for the cases and learn the material. There is limited duplication between material in class and the material in the book, so you need to read the book as well as come to class to learn the subjects. When readings are assigned, these must be integrated into your discussion of the cases and into the written assignments.ASSIGNMENTSThere are four assignments in this class. One is a group assignment and is in the form of a presentation. The other three are individual assignments.Paper on Customer Satisfaction Measurement due October 29Your future manager wants you to prepare a concise (3-page, 1 ½ space) and critical evaluation of the three prominent external measures of customer satisfaction in order to help the company close Gap 1. Carefully read the three web sites that are listed in the readings for today. Critically evaluate the measures used in each index. What can they do for your organization? What are their strengths and weaknesses? Are the measures helpful to a service company in closing Gap 1? Why or why not? If not, what else would be necessary to close Gap 1?Presentation on Service Blueprinting due November 14On November 12, we discussed service innovations associated with manufactured products and software. For this assignment, prepare a service blueprint for a service innovation associated with a manufactured product or software. Apply the concepts covered in chapter 9 and in the reading for today. The deliverable will be a 7-minute presentation (no paper) which includes the service blueprint and answers to the following questions:1. What difficulties associated with adding service innovations to products or software does the blueprint reveal?2. How does the blueprint help resolve these difficulties?3. To what extend is standardization possible and advisable throughout the process?4. Where are potential fail points located, and how they could be designed out orfixed?5. What are potential measures of process performance (soft standards and hard standards)?Paper on Successful Transitions from Product to Service Businesses due December 5In the next five years, virtually all organizations will attempt to use services for growth and profit. To date, many of the companies attempting to do this have struggled to achieve the goals they set for themselves. By this time in the mod, you have examined innovation through service, discussed how products and services differ, and learned effective service strategies. Using all the material we have studied, prepare a concise 7-page (1 ½ page) paper identifying the ten most important guidelines—and support for each of them--for transitioning from goods to services. Position this paper as if you were presenting it to the key executive in your organization. I expect the paper to be a high-level synthesis of what we have covered to this point in the course.Final Exam due December 15Details on the final exam will be provided closer to the end of the mod. It will be a take-home exam, and will be due at 5 p.m. on Friday, December 15.Class participation is graded individually.CLASS PARTICIPATIONPlease be fully prepared to discuss reading assignments and cases. Earning a P or H in the class requires constructive participation in class discussions and exercises. Thorough preparation for cases, class discussions and exercises is essential for constructive participation. Please note that choosing a few good comments to interject into the discussion -- particularly comments about case "facts" -- is not considered constructive preparation.In this class, cases are viewed as vehicles for learning diagnostic skills and for applying concepts and frameworks introduced in readings and lectures. The course is designed around a conceptual framework called the Gaps Model and provides a progressive learning experience. Each case in this course was chosen to reveal orillustrate key concepts and issues important to this framework.The learning from a case comes in two ways. The first involves pre-class preparation: the ability to diagnose case problems and issues, to select and apply appropriate forms of analysis (e.g., quantitative, logic, experience, conceptual) and to make decisions about case solutions.There is rarely a single right answer for a case, just as there is rarely a single right marketing decision in actual practice. Instead, there are a number of viable alternatives that can be supported through qualitative and quantitative analysis. It is your job in the class, as you know it is in your careers, to incorporate your existing knowledge with new information (in this situation, course materials) to make sound marketing decisions.Analysis involves more than noting that certain facts pertain to one of the central points around which the case is being analyzed. The facts must be noted, but then reasoning must be applied to determine how and in what way these facts affect the point in the case.Information regarding the strategies actually selected by the firms in the cases should be incorporated with caution. Firms make many strategic mistakes and actual executed strategies are often inferior to alternative strategies. If we have time at the end of a case class, and if the information is available, we can talk about what choices were made and what ensued.The direction and quality of the case discussions are the collective responsibility of the class, not the professor. In class, it is my job as professor to facilitate discussion— obtaining your views and helping you to integrate them at the end of the case.SESSION 1: INTRODUCTIONSession Objectives:• To introduce you to the topic of services marketing• To overview the course and course website• To describe the assignments, cases and topics in the courseSESSION 2: GAPS MODEL OF SERVICE QUALITYSession Objectives:• To demonstrate the need for an organizing framework for improving service delivery• To introduce the gaps model of se rvice quality, an encompassing framework for understanding and improving service quality• To understand both the customer gap and four service provider gaps that must be closed to provide service excellence• To identify service organizations that excel as models for organizations that need to improve their services marketingPreparation:1. What is Jyske Bank's new positioning or competitive differentiation strategy?2. What changes did the bank make to get to its new position? What effect did these changes have?3. Analyze Jyske Bank's success using the Service Quality Gaps Model found in Chapter 2. What are Jyske Bank's strategies for closing the 5 gaps in the model?4. In your opinion can Jyske Bank sustain its growth and success? Would you invest in Jyske Bank?SESSION 3: THE CUSTOMER GAPSession Objectives:• To understand customer expectations and perceptions of service quality and their roles in customer satisfaction• To develop critical knowledge of the five key dimensions of service quality• To identify ways that companies u nderstand their customers' perceptions and expectationsThree of the prominent external measures of service quality and customer satisfaction are the American Customer Satisfaction Index (), J.D. Power and associates (), and the Net Promoter Index (). It is important that you become aware of these sources asthey will be likely be used by your future companies either as secondary or primary sources of information. For that reason, preparation for this class involves your visiting each of these sites and becoming familiar with them. You will also prepare a 3-page (1 ½ space) paper critically comparing and contrasting the functionality and value of the information available there.ASSIGNMENT ON CUSTOMER SATISFACTION DUE:Your future manager wants you to prepare a concise (3-page, 1 ½ space) and critical evaluation of the three prominent external measures of customer satisfaction in order to help the company close Gap 1. Carefully read the three web sites that are listed in the readings for today. Critically evaluate the measures used in each index. What can they do for your organization? What are their strengths and weaknesses? Are the measures helpful to a service company in closing Gap 1? Why or why not? If not, what else would be necessary to close Gap 1?SESSION 4: SERVICE RECOVERYSession Objectives:• To analyze a company's attitudes and practices that contributed to a service disaster• To appreciate ways to avoid exacerbating service disas ters• To identify actions the company could have taken to fail safe--prevent or mitigate--the crisis• To discuss strategies for effective service recoveryQuestions:1. How bad was this situation?2. What actions could Jet Blue have taken to avoid the problem?3. Using the framework from the book (outcome, procedural and interaction fairness, pages 223-225), evaluate how well JetBlue did during the service failure.4. Using the same framework from the book (outcome, procedural and interaction fairness, pages 223-225), what should NWA have done after the situation to recover from the service failure?5. Who is responsible and why? Was the cause of this situation an "act ofGod" (the weather) or some organization? If an organization was responsible, which one was it?6. What does the whole episode mean for JetBlue in the short and long term? What are the financial and brand implications?SESSION 5: BUILDING CUSTOMER RELATIONSHIPSSession Objectives:• To recognize the g oals and benefits of relationship marketing for firms and customers• To identify challenges in relationship development• To examine the controversial ideas that "the customer is not always right" and that "all customers are not created equal"Preparation Questions:1. What does Supernova offer to Merrill Lynch? Does it need Supernova to be successful or grow in the future?2. What, specifically, is Supernova and how is it different from traditional financial advising models?3. What is the value proposition for customers?4. What changes did FAs need to make to implement the Supernova process?5. What changes did Merrill Lynch have to make to implement the Supernova process?6. What were the risks and potential benefits for both?7. Contrast a Financial Advisor's day using the Supernova process with a typical day under the old process.SESSION 6: SERVICE INNOVATIONSession Objectives:• To illustrate the factors that affect new service development success• To e valuate new service offerings from their marketing benefits and operational implications• To demonstrate how a company can differentiate through value-added services achieved through operational savings• To explore how to introduce technology i nto consumer-facing services Preparation:Innovation at Progressive (A) (Case)Innovation at Progressive (B) (Case)Preparation Questions:1. In Case (A), how does Progressive compare to other auto insurers in performance? What explains the difference?2. Assess the viability of the Autograph system. What level of consumer acceptance will it take to make Autograph profitable?3. What are the barriers to consumer acceptance? Should Autograph be expanded nationwide?4. In Case (B), what competencies are necessary to deliver homeowners insurance?5. What competencies has Progressive developed in the auto business?6. Is Progressive well positioned to compete in the homeowners market?SESSION 7: SERVICE INNOVATIONSession Objectives:• To recognize the immense opportunity for services in manufacturing and software• To demonstrate how a company can differentiate through value-added services• To familiarize you with tools and frameworks to assess the appropriate services to bring growth and profitability to manufacturing and software firms Preparation:"Four Strategies for the Age of Smart Services" in Coursepak"The Right Service Strategies for Product Companies" (download from documents page)"Delivering Software as a Service" (download from documents page)出处：Yasmine Redman Administrative Assistant: Professor ValarieZeithaml Services Marketing MBA 751-001 (919) PP 1-13标题：服务营销译文：课程目标本课程的目标为补充基本的营销和市场策略课程专注于具体问题及策略对市场营销服务。

服务营销学讲义(DOC 71页)服务营销参考书目服务营销（第三版）（美）克里斯托弗. H . 洛夫洛克著中国人民大学出版社2001年服务营销学（意大利）G. 佩里切里著对外经济贸易大学出版社2001年服务营销李海洋牛海鹏编著企业管理出版社1996年互动服务营销（美）雷蒙德. P. 菲斯克史蒂芬. J .格罗夫乔比. 约翰著机械工业出版社2001年第一章服务营销概论第一节服务业概况一、服务----服务的定义1.用于出售或者是同产品连在一起进行出售的活动、利益或满足感（1960年，AMA）直接提供满足（交通、租房）或者与有形商品或其他服务（信用卡）一起提供满足的不可感知活动（Regan,1963）。

2.可被独立识别的不可感知活动，为消费者或工业用户提供满足感，但并非一定与某个产品或服务连在一起出售（Stanton,1974）3.是与某个中介人或机器设备相互作用并为消费者提供满足的一种或者一系列活动（Lehtinen 莱特楠1983）4.指或多或少具有无形特征的一种或一系列活动，通常发生在顾客同服务的提供者及其有形的资源、商品或系统相互作用的过程中，以便解决消费者的有关问题（gronroos格鲁洛斯）5.一种涉及某些无形性因素的活动，它不会造成所有权的更换。

条件可能发生变化，服务产出可能或不可能与物质产品紧密联系。

（adrian payne 艾德里安佩恩 1993）我们给服务下的定义——服务是具有无形特征却可给人带来某种利益或满足感的可供有偿转让的一种或一系列活动。

产品/服务连续谱系图（萧斯塔克）二、服务的分类根据顾客对服务推广的参与程度分类1.高接触性服务——广播电台、警察保护3.间断的、会员关系的服务——担保维修、对方付费电话服务4.间断的、非正式关系的服务——邮购、接头收费电话。

根据选择服务方式的自由度大小以及对顾客需求的满足程度划分1.服务提供者及顾客的选择余地小——公共汽车服务2.顾客需求得到充分满足但服务提供者对服务方式的选择自由度小——电话服务、旅馆服务3.服务提供者的选择余地大但难以满足单个顾客的需求——教师大课堂讲课4.顾客需求和服务提供者的需求都能得到满足——美容、建筑设计、律师服务、医疗保健等。