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Jingdong book

华章教材经典译丛:服务营销(原书第6版)

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华章教材经典译丛:服务营销(原书第6版)

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《华章教材经典译丛:服务营销(原书第6版)》的结构与营销入门教科书的标准4P(营销组合)结构完全不同,全书以“服务质量”作为服务营销的核心主题,并以世界知名的ZPB研究团队早年所开发的“服务质量差距模型”为框架谋篇布局,将服务营销系统和过程中的顾客行为、期望、感知、角色与企业的战略、运营、人力资源等管理要素以严密的逻辑和清晰的分析巧妙地融为一体。
Catalogue

译者序
作者简介
前言
第一部分 服务营销的基础
第1章 服务学导论
本章目标
1.1 什么是服务
1.2 为什么要研究服务营销
1.3 服务和技术
1.4 服务的特性
1.5 服务营销组合
1.6 始终关注顾客
小结
讨论题
练习题
第2章 本书的概念框架:服务质量差距模型
本章目标
2.1 顾客差距
2.2 供应商差距
2.3 综合所有因素:弥合差距
小结
讨论题
练习题

第二部分 以顾客为中心
第3章 顾客对服务的期望
本章目标
3.1 服务期望
3.2 影响顾客服务期望的因素
3.3 涉及顾客服务期望的当前问题
小结
讨论题
练习题
第4章 顾客对服务的感知
本章目标
4.1 顾客感知
4.2 消费者满意
4.3 服务质量
4.4 服务接触:顾客感知的基础
小结
讨论题
练习题

第三部分 了解顾客需求
第5章 通过调研倾听顾客需求
本章目标
5.1 应用市场调查了解顾客期望
5.2 有效的服务业市场调查计划要素
5.3 分析和解释顾客研究结果
5.4 使用市场调查信息
5.5 向上沟通
小结
讨论题
练习题
第6章 建立顾客关系
本章目标
6.1 关系营销
6.2 顾客关系价值
6.3 顾客获利能力细分
6.4 发展关系策略
6.5 关系挑战
小结
讨论题
练习题
第7章 服务补救
本章目标
7.1 服务失误及补救的影响
7.2 顾客对服务失误的反应
7.3 服务补救策略:顾客补救
7.4 服务补救策略:确定问题
7.5 服务承诺
7.6 更换还是接受服务补救
小结
讨论题
练习题

第四部分 服务设计与服务标准的统一
第8章 服务创新与设计
本章目标
8.1 服务创新与设计的挑战
8.2 服务创新的重要思考
8.3 服务创新的种类
8.4 服务创新和开发的步骤
8.5 制定服务蓝图:服务创新和设计的技术
小结
讨论题
练习题
第9章 顾客定义的服务标准
本章目标
9.1 建立适当服务标准的必备因素
9.2 顾客定义的服务标准的类型
9.3 顾客定义服务标准的开发
小结
讨论题
练习题
第10章 有形展示与服务场景
本章目标
10.1 有形展示
10.2 服务场景的类型
10.3 服务场景的战略作用
10.4 理解服务场景对行为影响的理论框架
10.5 有形展示策略的引导
小结
讨论题
练习题

第五部分 传递与执行服务
第11章 服务传递中的员工角色
本章目标
11.1 服务文化
11.2 服务人员的关键作用
11.3 边界跨越者
11.4 通过人传递服务质量的战略
11.5 顾客导向服务传递
小结
讨论题
练习题
第12章 顾客在服务传递中的角色
本章目标
12.1 服务的共同生产和传递中顾客的重要性
12.2 顾客的角色
12.3 自助服务技术:顾客参与的极限
12.4 提高顾客参与的战略
小结
讨论题
练习题
第13章 管理需求与能力
本章目标
13.1 基本问题:缺乏库存能力
13.2 能力限制
13.3 需求模式
13.4 平衡能力与需求的战略
13.5 收益管理:平衡产能利用率、价格、细分市场和财务回报收益
13.6 排队等待战略:当需求与产能无法一致时
小结
讨论题
练习题

第六部分 管理服务承诺
第14章 整合服务营销传播
本章目标
14.1 营销传播需要协调一致
14.2 服务传播挑战的关键
14.3 匹配服务承诺与服务传递的五种战略
小结
讨论题
练习题
第15章 服务的定价
本章目标
15.1 对顾客服务价格不同于产品价格的三个主要方面
15.2 服务定价的方法
15.3 与四种价值定义相关的定价策略
小结
讨论题
练习题
第七部分服务和底线
第16章 服务的财务及经济意义
本章目标
16.1 服务和赢利性:直接关系
16.2 服务的进取性营销作用:吸引更多更好的顾客
16.3 服务的防御性营销作用:保留(保持)顾客
16.4 顾客服务质量感知与购买意愿
16.5 服务质量、顾客保留及利润的关键驱动因素
16.6 企业绩效评估:绩效平衡计分卡
小结
讨论题
练习题
案例A Zappos.com2009:服装、客户服务与企业文化
案例B 美林证券公司:超新星
案例C 联合航空摔坏乘客吉他
案例D 米其林车队解决方案:从卖轮胎到卖里程
案例E 冰岛欧艾斯集团
案例F 日德兰银行之员工、服务、利润
案例G 捷蓝航空:高空航机在冰暴中遇难
案例H 在拉丁美洲卡特彼勒运用服务营销的策略发展和提供综合的解决方案

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