Essentials of Services Marketing, Global Edition

Jochen Wirtz is Professor of Marketing at the National University of Singapore (NUS) and an international fellow of the Service Research Center at Karlstad University, Sweden. Dr Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years. Professor Wirtz was the founding director of the dual degree UCLA–NUS Executive MBA Program (ranked globally #4 in the Financial Times 2015 EMBA rankings, and # 3 in the EIU 2015 rankings) from 2002 to 2014, an Associate Fellow at the Saïd Business School, University of Oxford from 2008 to 2013, and a founding member of the NUS Teaching Academy (the NUS think-tank on education matters) from 2009 to 2015. Professor Wirtz’s research focuses on service marketing and has been published in over 200 academic articles, book chapters and industry reports. In recognition of his excellence in teaching and research, Professor Wirtz has received over 40 awards, including the prestigious Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally) and  the top university-level Outstanding Educator Award at NUS.  The late Christopher Lovelock was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. From 2001 to 2008, he had been an adjunct professor at the Yale School of Management, where he taught services marketing in the MBA program. After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter Thompson Co. and then in corporate planning with Canadian Industries Ltd. in Montreal.  Later, he obtained an MBA from Harvard and a PhD from Stanford, where he was also a postdoctoral fellow. Professor Lovelock’s distinguished academic career included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland.  He has also held faculty appointments at Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at INSEAD in France and The University of Queensland in Australia.

PART I — UNDERSTANDING SERVICE PRODUCTS, 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: Dr Beckett’s Dental Office
Case 3: Uber
Case 4: Banyan Tree
Case 5: Kiwi Experience
Case 6: Accra Beach Hotel
Case 7: Revenue Management of Gondolas
Case 8: Aussie Pooch Mobile
Case 9: Shouldice Hospital Limited
Case 10: Red Lobster
Case 11: Singapore Airlines
Case 12: Dr Mahalee Goes to London
Case 13: Royal Dining Membership Program Dilemma
Case 14: Customer Asset Management at DHL in Asia
Case 15: Starbucks: Delivering Customer Service
Case 16: Lux Resorts
Case 17: KidZania: Shaping a Strategic Service Vision for the Future