Marketing de Servicios 6ta Ed, Christopher Lovelock

handling, 84, 85, 380, 400, 401,
472, 494
proportion of, 392
reasons for, 392
Componentization, 245
Conflict
reducing interfunctional, 451–452
sources of, 314
Consultation, 77, 81–82, 85
Consumer fraud, 405–406
Consumer surplus, 131
Consumers. See Customers
Consumption. See Service consumption
Contribution, 128, 129
Control charts, 429
Control versus involvement, 329
Convenience, 184
Copy positioning, 192–195
Core products, 15, 21. See also
Supplementary services
augmenting, 69–70
defined, 70
delivery system and. See Service
delivery system
Corporate analysis, internal, 196–197
Corporate design strategies, 175–176
Corporate sponsorship, 171
Cosmetic surgery, 83, 209, 210
Cost drivers, 117, 119, 121
Cost leadership, 132–133
Cost-based pricing, 125, 128–130
Costs, nonmonetary, 133, 134–136
Counseling, 82
Cover charge, 146–147
Credence attributes, 42, 43, 46, 133, 157
Credit cards, 149, 477
fees, 220–224
safeguarding, 79
Credit history, 477
CRM system. See Customer relationship
management (CRM) systems
Cross-training, 264
Culture, organizational, 326, 335–338,
466–467, 484
Customer asset management, 359
Customer behavior, 32–65
ambient conditions and, 295–299
differences among services affecting,
33–38
dysfunctional, 20, 250–257
expectations of, 46–49
need arousal of, 40–42
opportunistic, 405–406
post-encounter stage of service
consumption, 38, 40, 58–60, 164
prepurchase stage of service
consumption, 39–40, 164
service encounter stage of service
consumption, 38, 40, 49–58, 164
uncertainty about outcomes, 43–46
Customer contact centers, 316
Customer education. See
Communications
Customer expectations, 46–48, 235, 421,
424–425
confirmation/disconfirmation of, 58–59
described, 46–49
Customer experience management, 482
Customer feedback, 390–415
complaining behavior, 391–394
discouraging abuse and opportunistic
behavior, 405–406
ease of, 397
FedEx and, 411
learning from, 406–412
responses to effective service recovery,
394–397
unsolicited, 409–410
Customer feedback system (CFS),
406–412
Customer lifetime value (CLV), 361, 362
Customer loyalty, 60, 145–146, 241,
358–381, 485–491
building foundation for, 366–372
creating loyalty bonds, 373–379
customer-firm relationship, 363–365
effective service recovery and, 395
profitability and, 359–361
satisfaction-loyalty relationship,
371–373
service employees as source of,
311–312
strategies for reduction of customer
defections, 379–381
value of, 361–362
wheel of, 365–366
Customer pyramid, 369
Customer relationship management
(CRM) systems, 109, 170, 358
implementation of, 383–386
objectives of, 381
processes involved in, 381–383
Customer retention rates, 486
Customer satisfaction
confirmation/disconfirmation of
preconsumption, 58–59
decline in, 471–472
defined, 58
links between corporate performance
and, 60
satisfaction-loyalty relationship,
371–373
Starbucks (case), 498–510
Customer segmentation, 227–228
Customer service representatives (CSRs),
168, 316
Customer tiers, 369–371
Customer training, 167–168
Customers
changing needs and behavior of,
11–12
as co-producer, 245–250
evaluation of service offerings and,
162
experience, 352–355
importing, 114–115, 207–210
involvement in production, 161–162
as partial employees, 19, 249–250
participation, levels of, 245–246
productivity improvement and,
435–438
resistance to change, 439
in restaurant experience, 234–241
script for, 234
self-service technologies (SSTs) and,
246–249
service environment and, 291–295, 304,
306, 307
service marketing challenges and,
16–22
targeting, 367, 368
Customization, 187
Customization bonds, 375
Customized pricing, 134
Cyberspace, service delivery system in,
107–110
Cycle of failure, 316, 317–319
Cycle of mediocrity, 317, 319–320
Cycle of success, 320–321, 322
D
Database marketing, 363
Deadbeat jaycustomer, 255, 257
Debit cards, 149
Defection
of customer, 359
service failure and, 395
strategies for reducing, 379–381
zone of defection, 371
Defensive marketing, 225–229
Delight, customer, 59
Delivery. See Service delivery system
Demand
balancing with productive capacity,
260–287
building, 126, 127
capacity and, 262–264
chasing, 264
excess, 261–262
fluctuations in, 260, 261–262
management of, 162–163, 268–273, 436
patterns and determinants of,
266–268
pricing and, 269, 270–271
reservations system for, 281–284
waiting lines and, 273–281
Demand curve, 270
Demand cycle, 266
Dental examination, 55, 56, 234, 297
Dental practice (case), 495–497
Designated waiting lines, 276, 277
Desired service level, 47, 48
Determinant attributes, 189–190
Differential pricing, 216–218
Digital video recording (DVR), 166
Direct marketing, 170
Direction setting, 457
Discounting, 127, 132, 144, 162
Discrete transactions, 376
Distribution. See Service delivery
system
Dog-washing services (case), 520–531
Domestic markets, service delivery
system in large, 112–114
Drug abuse, 252
Drunkenness, 252
Duration control, 211–218
Dynamic pricing, 133, 134
Dynamic programming, 216
Dysfunctional customer behavior, 20,
250–257
E
E-banking, 108, 109
E-commerce, 108–109
E-service quality, 423
E-tailing, 134, 169
Editorial coverage, 174
Education, 24–25. See also
Communications
Educational programs, online, 21
Effectiveness, 434
Efficiency, 434
Emails, 172, 173
Emergency numbers, 267, 268
Emotional labor, 314–315
Employees. See Service employees
Employment, 9–10
Empowerment, employee, 328–330, 399
Enhancing supplementary services, 77,
81–85
Entertainment industry, international
trade barriers and, 117
Entitlement, culture of, 475
Environment. See Service environment
Environmental organizations, 601–615
Ethical concerns, 142–146, 174–175
European Union (EU), 116, 117
Evaluation of services, 42
Evoked set, 42
Índice de nombres 637