Marketing de Servicios 6ta Ed, Christopher Lovelock

Products
changing elements of, 269, 271
defined, 86
vs. services, 86
Profit objectives, 126
Profitability, customer loyalty and,
359–361
Promotion, 24–25. See also
Communications
Promotion flow, 99, 108
Proper price mix, 217
Proprietary technology, 334
Psychological costs, 134–136
Public relations (PR), 171
Purchase and service encounter costs,
135
Q
Quality. See Service quality
Quasi-manufacturing operations, 86
Queues. See Waiting time
R
Rage behaviors, 252–254, 353
Rate fences, 140–141, 144, 217
Recognition, 333
Recovery, service, 146
Reengineering, 90–91
Referral incentive schemes, 172
Relational benefits, 373–374
Relationship marketing strategies, 168,
363–365
Relationship pricing, 132
Rental, utility, 102
Renting versus owning, 13–14
Repositioning, 204
Research, in new service development,
93
Reservations system, 277–278, 281–284
Respectful access, 481–482
Restaurants
ambient conditions and, 297, 303
blueprinting for, 234–241
delivery process of, 73, 91, 105
pricing in, 146–147
Red Lobster (case), 577–578
waiting time in, 277–278
Restitution, 85
Restocking fees, 223
Retail gravity models, 101
Retarding strategy, 226, 227
Return on quality (ROQ) approach,
432–433
Revenue management, 283, 285
competitors’ pricing and, 138–139
described, 136–142
designing fairness into, 144–146
role of manager, 138
Reverse auctions, 134
Rewards
loyalty, 374–378
motivation and, 333
Risk, 43–46
Role modeling, 464–465
Role theory, 54, 55
Root-cause analysis, 430
Rulebreaker jaycustomer, 251–252
Rules of behavior, 251–252
Russell Model of Affect, 292–293
S
Safekeeping, 77, 83–84, 86
Sales promotion, 170–172
Satisfaction. See Customer satisfaction
Save teams, 380
Scent, 298–299, 305
Script theory, 54–56
Search attributes, 42
Search costs, 135
Search engine advertising, 178–179
Seasonal cycles, demand and, 266
Self-billing, 80
Self-service
automated facilities, 107
payment systems, 81
service redesign and, 244
Self-service technologies (SSTs), 19, 53,
246–249, 264
Semivariable costs, 128, 129
Sensory costs, 134–136
Service blueprinting. See Blueprinting
Service concepts, 27, 68–97
augmenting core product, 69–70
delivery sequence over time, 72–73
designing service concept, 70–72
exporting, 114, 115
flowcharting, 73–76
flower of service, 77–86, 99
new services, 89–95
planning and branding, 86–88
Service consumers (cases), 492–494
Service consumption. See also Capacity;
Demand
post-encounter stage of, 38, 40, 58–60,
164
prepurchase stage of, 39–40, 164
service encounter stage of, 38, 40,
49–58, 164
Service delivery system, 71–72, 98–123
alternative methods, 91
choice of channels, 21–22
concerns of, 52–53
contact options, 100–103
customer participation in, 57–58
in cyberspace, 107–110
distribution in services context, 99–100
feedback during, 60
flowcharting, 73–76
franchising, 111–112
intermediaries, role of, 110–112
in international markets, 114–122
in large domestic markets, 112–114
modifying place and time, 271–272
place and time decisions, 103–107
teamwork in, 330–332
theater as metaphor for, 52, 55–57
Service employees, 310–341. See also
Human resources management
(HRM)
as boundary spanners, 313–314
call centers, 315–316
control versus involvement, 329
creating script for, 234
cycle of failure, 316, 317–319
cycle of success, 320–321, 322
emotional labor and, 314–315
empowerment of, 328–330, 399
failure, mediocrity, and success cycles
and, 316–321
hiring, 323–326
importance of, 311–313
levels of involvement, 329–330
in low-contact services, 312–313
motivation of, 332–334
organizational culture and, 335–338
overview of, 310
service environment and, 294,
302–303
sources of conflict and, 314
training, 20, 21, 326–328
Service encounter stage of service
consumption, 38, 40, 49–58, 164
Service environment, 288–309
customer responses to, 291–295, 304,
306, 307
design of, 295, 296, 304, 306–307
dimensions of, 295–303, 305
purpose of, 289–291
Service factory, 35, 51–52, 85, 101
Service feedback cards, 408, 409
Service focus, 186
Service guarantees
Accellion (case), 590–591
appropriateness of, 405
design of, 403–404
examples of, 403
power of, 400–403
types of, 404
Service improvements, 90
Service innovations, market-creating,
478–484
Service leaders, 455–456
Service leadership, 335–338, 446–470
American Express, 463
change management, 462–465
evaluating potential, 465
evolution versus turnaround,
462–464
human, 447, 456–463
individual leadership qualities,
461–462
integrating marketing, operations, and
human resources, 450–452
interfunctional conflict reduction,
451–452
leading service organization, 457
levels of, 452–456
organizational culture and climate,
466–468
qualities associated with, 449–450
role modeling desired behavior, 464–465
style, 468
Service levels, 47–48, 190–191
Service losers, 452
Service marketing system, defined, 53
Service nonentities, 452–453
Service processes, 25, 232–257
blueprinting, 233–242
categories of, 33–38
customer as co-producer, 245–250
designing, 232
dysfunctional customer behavior and,
250–257
failure proofing, 241–242
new service design, 89–90
redesign, 242–245
reengineering, 90–91
Service products. See Product elements
Service professionals, 453
Service quality, 25
customer’s perspective of, 420–423
described, 418–424
different perspectives of, 418–419
FedEx and, 428
GAP model for problem solving,
424–425
integration with productivity strategies,
417–418
manufacturing-based components of,
419–420
measuring and improving, 425–433
service-based components of, 419–420
systematic approaches to improvement,
442–444
Service recovery, 146, 248–249
common mistakes, 396
customer responses to effective,
394–397
640 Índice de nombres