Description
Book Synopsis Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). He is also an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, USA.
Previously, Professor Wirtz was the founding director of the dual degree UCLA NUS Executive MBA Program 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 holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years. His research focuses on service marketing and has been published in over 300 academic
Table of Contents
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
