, Servicesr Marketing:r Concepts,r Strategies,r andr Cases,r4er byr HoffmanrandrBatesonrhig
hlightsrsustainability,rglobalrandrtechnologicalrservicerissues.
Sustainability and Services in Action r r r r
1. TherOriginsrandrtherGrowthrofr“Green”
2. TherTriplerBottomrLine
3. Airliner Industryr Practices
4. TherTopr10rMotivatorsrforrConsumersrtorRecycle
5. LEEDr Ratings:r Processr Standardsr inr Greenr Technology
6. TherCostrofrGoingrGreen
7. Starbuck’sr Subtler Promotionr aboutr Itsr Environmentalr Mission
8. Collegesr andr Universitiesr onr ther Cutting-edger ofr Creatingr Greenr Servicescapes
9. Florida’sr Greenr Lodgingr Program
10. HowrComplicatedrCanrItrBertorThrowrGarbagerAway?
11. TerraPass:r Enhancingr Satisfactionr withr Socialr Conscience
12. Certifiedr ‘Green’:r Enhancingr Perceptionsr ofr Servicer Quality
13. TreeHuggerrHasrIssuesrwithrDeltarSky:rTherGreenrIssue
14. Beingr “Green”r Increasesr Loyaltyr inr Banking
15. Developingr ar “Green”r Culture:r Sustainabler Businessr Practicesr forr Hotels
Global Services in Action
r r r
1. Sweden’srICEHOTEL:rOnerVeryrCoolrExperience!
2. Charity.com
3. SkirDubai
4. ConsumerrTippingrBehavior:rTorTiprorrNotrtorTip—ThatrIsrtherQuestion
5. DHLrGlobalMail:rInternationalrPostrMaderEasy
6. EthnicrPricing…IsrThisrEthical?
7. Personalr Sellingr Approachesr aroundr ther World
8. AnrExtraordinaryrServicescaperinrtherCaribbean:rTherKatitcherPointrGreatrHouse
9. DellrOffshorerTechrSupport:rLostrinrTranslation
10. Customerr Servicer Expectationsr Varyr amongr Cultures
11. Benchmarkingr Customerr Satisfactionr throughoutr ther World
12. Americanr versusr Europeanr Expectationsr andr Perceptionsr ofr Airliner Servicer Quality
13. Servicer Failuresr andr Recoveryr Strategies:r Ar Chineser Perspective
14. Singaporer Airlinesr Experiencesr Rarer Backlashr fromr Customers
15. Internationalr Considerationsr forr Servicer Cultures
E-Services in Action r r
1. Tripradvisor:rArTraveler’srBestrFriend
2. Game,rSet,rMatch.com
3. SocialrNetworking:rTherNewrFacerofrPersonalrSourcesrofrInformation
4. Self-check-out:r Whyr Consumersr Mightr Stayr Away?
5. VerizonrEnterpriserSolutionsrGroup:rTeamingrUprwithrHealthrCare
6. TurbochargedrSoftwarerSetsrAirlinerPricingr75,000rTimesrarDay!
7. TherGrowthrofrPersonalrCommunicationsrviarSocialrMedia
8. Google.com’sr Servicescape:r “61,r Gettingr ar Bitr Heavy,r Aren’tr We?”
9. WhererEmployeesrGorOnlinertorSoundrOff!
10. MasteringrtherSelf-check-outrLaneratrtherGroceryrStore
11. Enhancingr Onliner Customerr Satisfaction
12. TherSevenrDimensionsrofrE-Qual
13. WhorDonerIt?rCustomerrAttributionsrforrOnlinerServicerFailures
14. IrHeartrZappos
15. Zappos’rCorerValuesrthatrDriverItsrServicerCulture
Copyrightr2010rCengagerLearning.rAllrRightsrReserved.rMayrnotrbercopied,rscanned,rorrduplicated,rinrwholerorrinrpart.rDuertorelectronicrrights,rsomerthirdrpartyrcontentrmayrbersuppressedrfromrthereBookrand/orreChapter(s).
Editorialrreviewrhasrdeemedrthatranyrsuppressedrcontentrdoesrnotrmateriallyraffectrtheroverallrlearningrexperience.rCengagerLearningrreservesrtherrightrtorremoveradditionalrcontentratranyrtimerifrsubsequentrrightsrrestrictionsrrequirer
,it.
, Services Marketing r
Concepts, Strategies, & Cases r r r
FOURTHr EDITION
K.rDOUGLASrHOFFMAN
Professorr ofr Marketing,
Universityr Distinguishedr Teachingr ScholarrColorado
r Stater University
JOHNrE.rG.rBATESON
IndependentrConsultant
Australiar •r Brazilr •r Japanr •r Korear •r Mexicor •r Singaporer •r Spainr •r Unitedr Kingdomr •r Unitedr States
Copyrightr2010rCengagerLearning.rAllrRightsrReserved.rMayrnotrbercopied,rscanned,rorrduplicated,rinrwholerorrinrpart.rDuertorelectronicrrights,rsomerthirdrpartyrcontentrmayrbersuppressedrfromrthereBookrand/orreChapter(s).
Editorialrreviewrhasrdeemedrthatranyrsuppressedrcontentrdoesrnotrmateriallyraffectrtheroverallrlearningrexperience.rCengagerLearningrreservesrtherrightrtorremoveradditionalrcontentratranyrtimerifrsubsequentrrightsrrestrictionsrrequirer
it.
hlightsrsustainability,rglobalrandrtechnologicalrservicerissues.
Sustainability and Services in Action r r r r
1. TherOriginsrandrtherGrowthrofr“Green”
2. TherTriplerBottomrLine
3. Airliner Industryr Practices
4. TherTopr10rMotivatorsrforrConsumersrtorRecycle
5. LEEDr Ratings:r Processr Standardsr inr Greenr Technology
6. TherCostrofrGoingrGreen
7. Starbuck’sr Subtler Promotionr aboutr Itsr Environmentalr Mission
8. Collegesr andr Universitiesr onr ther Cutting-edger ofr Creatingr Greenr Servicescapes
9. Florida’sr Greenr Lodgingr Program
10. HowrComplicatedrCanrItrBertorThrowrGarbagerAway?
11. TerraPass:r Enhancingr Satisfactionr withr Socialr Conscience
12. Certifiedr ‘Green’:r Enhancingr Perceptionsr ofr Servicer Quality
13. TreeHuggerrHasrIssuesrwithrDeltarSky:rTherGreenrIssue
14. Beingr “Green”r Increasesr Loyaltyr inr Banking
15. Developingr ar “Green”r Culture:r Sustainabler Businessr Practicesr forr Hotels
Global Services in Action
r r r
1. Sweden’srICEHOTEL:rOnerVeryrCoolrExperience!
2. Charity.com
3. SkirDubai
4. ConsumerrTippingrBehavior:rTorTiprorrNotrtorTip—ThatrIsrtherQuestion
5. DHLrGlobalMail:rInternationalrPostrMaderEasy
6. EthnicrPricing…IsrThisrEthical?
7. Personalr Sellingr Approachesr aroundr ther World
8. AnrExtraordinaryrServicescaperinrtherCaribbean:rTherKatitcherPointrGreatrHouse
9. DellrOffshorerTechrSupport:rLostrinrTranslation
10. Customerr Servicer Expectationsr Varyr amongr Cultures
11. Benchmarkingr Customerr Satisfactionr throughoutr ther World
12. Americanr versusr Europeanr Expectationsr andr Perceptionsr ofr Airliner Servicer Quality
13. Servicer Failuresr andr Recoveryr Strategies:r Ar Chineser Perspective
14. Singaporer Airlinesr Experiencesr Rarer Backlashr fromr Customers
15. Internationalr Considerationsr forr Servicer Cultures
E-Services in Action r r
1. Tripradvisor:rArTraveler’srBestrFriend
2. Game,rSet,rMatch.com
3. SocialrNetworking:rTherNewrFacerofrPersonalrSourcesrofrInformation
4. Self-check-out:r Whyr Consumersr Mightr Stayr Away?
5. VerizonrEnterpriserSolutionsrGroup:rTeamingrUprwithrHealthrCare
6. TurbochargedrSoftwarerSetsrAirlinerPricingr75,000rTimesrarDay!
7. TherGrowthrofrPersonalrCommunicationsrviarSocialrMedia
8. Google.com’sr Servicescape:r “61,r Gettingr ar Bitr Heavy,r Aren’tr We?”
9. WhererEmployeesrGorOnlinertorSoundrOff!
10. MasteringrtherSelf-check-outrLaneratrtherGroceryrStore
11. Enhancingr Onliner Customerr Satisfaction
12. TherSevenrDimensionsrofrE-Qual
13. WhorDonerIt?rCustomerrAttributionsrforrOnlinerServicerFailures
14. IrHeartrZappos
15. Zappos’rCorerValuesrthatrDriverItsrServicerCulture
Copyrightr2010rCengagerLearning.rAllrRightsrReserved.rMayrnotrbercopied,rscanned,rorrduplicated,rinrwholerorrinrpart.rDuertorelectronicrrights,rsomerthirdrpartyrcontentrmayrbersuppressedrfromrthereBookrand/orreChapter(s).
Editorialrreviewrhasrdeemedrthatranyrsuppressedrcontentrdoesrnotrmateriallyraffectrtheroverallrlearningrexperience.rCengagerLearningrreservesrtherrightrtorremoveradditionalrcontentratranyrtimerifrsubsequentrrightsrrestrictionsrrequirer
,it.
, Services Marketing r
Concepts, Strategies, & Cases r r r
FOURTHr EDITION
K.rDOUGLASrHOFFMAN
Professorr ofr Marketing,
Universityr Distinguishedr Teachingr ScholarrColorado
r Stater University
JOHNrE.rG.rBATESON
IndependentrConsultant
Australiar •r Brazilr •r Japanr •r Korear •r Mexicor •r Singaporer •r Spainr •r Unitedr Kingdomr •r Unitedr States
Copyrightr2010rCengagerLearning.rAllrRightsrReserved.rMayrnotrbercopied,rscanned,rorrduplicated,rinrwholerorrinrpart.rDuertorelectronicrrights,rsomerthirdrpartyrcontentrmayrbersuppressedrfromrthereBookrand/orreChapter(s).
Editorialrreviewrhasrdeemedrthatranyrsuppressedrcontentrdoesrnotrmateriallyraffectrtheroverallrlearningrexperience.rCengagerLearningrreservesrtherrightrtorremoveradditionalrcontentratranyrtimerifrsubsequentrrightsrrestrictionsrrequirer
it.
