Professional Documents
Culture Documents
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1984 Lovelock, 1st edition 1991 Lovelock, 2nd edition 1996 - Lovelock, 3rd edition 2001 - Lovelock, 4th edition 2002 - Lovelock, Wirtz, and Keh, Services Marketing in Asia 2004 - Lovelock & Wirtz, 5th edition
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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Whats New?
New co-author Jochen Wirtz New streamlined structure slimmed down from 18 chapters to 15, more tightly written Coverage of latest research and developments in management practice (check the references!) New examples New readings 6 of 8 are new New cases 12 of 15 are new, balance all updated
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Born in Germany PhD in services marketing, London Business School (chair: John Bateson) Winner of six best paper awards, including (with Patricia Chew) most outstanding article of 2002 in International Journal of Service Industry, 2002 Co-author, Services Marketing in Asia (Prentice Hall 2001) Six awards for outstanding teaching, including university-wide award, 2003
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Jochen and family at Awards Banquet for NUS Outstanding Educator Award, 2003
NUS Outstanding Educator Award, (university-wide) 2003 (Only two awards each year among 2,700 NUS faculty) Previous teaching Awards at NUS Business School, 1996, 1998, 1999, 2001, 2002
T
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Can also be used in executive education courses that emphasize services marketing/management
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Services Marketing 5/e: A Simple, Intuitive Structure Students Understand Right Away
Part I Part I Understanding Service Products, Consumers & Markets Understanding Services, Consumers & Markets Understanding Services, Consumers & Markets
Introduction to Services Marketing Introduction to Services Marketing Consumer Behavior and Service Encounters Consumer Behavior and Service Encounters Positioning Services in Competitive Markets Positioning Services in Competitive Markets
Part IIII Part Key Elements of Services Marketing Key Elements of Services Marketing
Creating the Service Product Creating the Service Product Designing the Service Communications Mix Designing the Service Communications Mix Pricing and Revenue Management Pricing and Revenue Management Distributing Services Distributing Services
Part III Part III Managing the Service Delivery Process Managing the Service Delivery Process
Designing and Managing Service Processes Designing and Managing Service Processes Balancing Demand and Capacity Balancing Demand and Capacity Planning the Service Environment Planning the Service Environment Managing People for Service Advantage Managing People for Service Advantage
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Implementation in a Course
SM5 offers an integrative package:
15 chapters of text (with lots of examples) 8 readings 15 cases
Not built around a central conceptual framework that must be built through a pre-defined sequence of chapters Instead, offers a toolbox of important concepts and theoretical constructs that have practical application to management Very flexibleafter Part 1, chapters can be taught in multiple sequences; certain topics can be omitted in short courses Links research findings to good managerial practice End-chapter questions, cases study questions, and suggested student papers/projects get students to work through concepts, come up with detailed analysis and practical solutions
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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People Processing
e.g., airlines, hospitals, haircutting, restaurants hotels, fitness centers
Possession Processing
e.g., freight, repair, cleaning, landscaping, retailing, recycling
INTANGIBLE ACTS
Information Processing
(directed at intangible assets)
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Positioning after New Hotel Construction: Price vs. Service Level (Fig. 3.6)
Mandarin New Grand Heritage Marriott Continental Expensive
Action? Regency High Service PALACE Shangri-La No action? Atlantic Sheraton Italia Castle Alexander IV Airport Plaza Moderate Service
Less Expensive
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5. Designing the Communications Mix for Services 6. Pricing and Revenue Management
Activity based costing (ABC) Revenue management (+ Kimes & Chase reading + 2 cases) Ethical concerns and perceived fairness in pricing policies
7. Distributing Services
Place, cyberspace, and time Role of intermediaries, franchising (Aussie Pooch case) International distribution of services
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Consultation Order-Taking
Exceptions
KEY:
Hospitality Safekeeping
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As enhanced by distributor
As experienced by customer
Core
Core
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Hotel exterior, lobby, employees, key Make Customer reservation Actions Employee Actions Face-to-face Phone Contact Rep. records, confirms Valet Parks Car Enter data Register guest data
Services Marketing 5/E
Make up Room
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Orbit Hotel and Hostel, Los Angeles Four Seasons Hotel, New York
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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13. Customer Feedback and Service Recovery 14. Improving Service Quality and Productivity 15. Organizing for Service Leadership
Integrating marketing, operations, and human resources Moving up the service leadership ladder losers, nonentities, professionals, leaders Individual leadership qualities, culture and climate
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Customer Loyalty
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Any one or aacombination of Any one or combination of these responses is possible these responses is possible
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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Cause and Effect Chart for Airline Departure Delays (Fig. 14.3)
Facilities, Equipment
Arrive late Oversized bags
Procedure Procedures
Customers Customers
Delayed check-in Gate agents Aircraft late to procedure gate cannot process Mechanical fast enough Acceptance of late Failures passengers Late/unavailable Late pushback airline crew
Backstage Personnel
Information
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Eight Readings Important Insights from Thoughtful Practitioners and Leading Researchers
Selected for readability and potential to stimulate classroom discussion On average, shorter than those in previous edition Two carried over from 4th edition, six new Academic authors featured are:
Len Berry, Dick Chase, Marc Epstein, Ray Fisk, Steve Grove, Sherri Kimes, Kay Lemon, Roland Rust, Tony Simons, Robert Westbrook, Valarie Zeithaml
Topics: service theater, competing in a weak industry, service brand equity, yield management, leading the customer experience, investing to build customer equity, why service stinks, action-profit linkage model
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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Most Cases Can Be Used for Class or Written Assignments; Depict a Wide Array of Situations
Fast food High tech Car insurance e-Service Restaurant Environmental organization Car sales and repair Telecommunications Retail banking Apparel retailing Hotels Franchised dog washing
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Aussie Pooch Mobile: When the Client is a Dog, CB means Canine Behavior
APM franchisee Elaine Beal washes Zak the Rottweiler outside his owners home in suburban Brisbane
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Review questions and application exercises Suggested study questions for all cases Good selection of graphics (many also as PowerPoints) Occasional cartoons use humor to make a point
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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