Service Marketing Management

Author: Guo Guoqing
Publisher:
Publish Date: 2005-09-01
Features: The book is divided into 4 parts and 18 chapters. Part 1, Introduction, introduces an overview of services, the service industry, and the service economy through two chapters. It also outlines the evolution and characteristics of service marketing, the development of service marketing in China, and some basic concepts and theories related to service marketing management. Part 2, Service Marketing Strategy Issues, includes chapters 3 to 7, discussing topics related to service marketing strategy such as service marketing research, service consumer behavior, service market segmentation, selection, and positioning, relationship marketing, and service culture. The content covers the process, scope, and characteristics of service marketing research, the objects, methods, and main contents of service marketing research, as well as the relationship between marketing research and public services; theories related to service consumption and consumer purchasing psychology, the process and stages of consumers evaluating services, the process of consumers implementing service purchases, and models for consumers making service purchase decisions; service market details and selection, the levels, steps, and methods of service market positioning; the origin and meaning of relationship marketing, the levels of relationship marketing, some techniques of relationship marketing, and how to conduct customer satisfaction management; the concept of corporate culture, the importance of service culture, the inherent requirements of service culture, and how to shape and transform service culture. Part 3, Service Marketing Strategy Tools, includes chapters 8 to 13, covering strategy tools such as service branding strategies, service pricing strategies, service distribution network and channel strategies, service promotion and communication, service tangible demonstrations, and service personnel and internal marketing. The main content includes the concept, life cycle, development and promotion of new services, and service portfolio decision-making methods; the uniqueness of service pricing and its basis, service pricing objectives and methods, and specific strategies for implementing service pricing; service distribution channels, the selection strategy of distribution points, and how to innovate service distribution methods; basic concepts and tools of service promotion and communication, as well as how to manage and effectively execute service demonstrations; the concepts and theories of service personnel and internal marketing, and the evaluation methods of internal marketing. Part 4, Service Marketing Management and Challenges, includes the last five chapters of the book, discussing topics such as service marketing planning and organization, service process management and control, service quality management, challenges of online services, and challenges of global service marketing. The content specifically covers service marketing planning, the selection of service marketing strategies, and the organization of service marketing; the management of service operations and service operation systems, the management and control of service processes, the productivity of the service industry, and how to conduct service process reengineering; the concepts and theories of service quality, the analysis methods of service quality, the evaluation of service quality, and strategies for improving service quality; an overview of online customer service, the countermeasures and tools for conducting online services; the development of international operations, the driving forces and evaluation methods of service globalization, and service globalization strategies.