Services: Marketing, Operations, and Management

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Services: Marketing, Operations, and Management explores the core concepts of the service industry and uses numerous examples, exhibits, flowcharts, formats, and illustrations to explain them. The book begins with an introduction to the service industry, the service product, and the importance of market research in the service industry and goes on to discuss segmentation, targeting, and positioning in competitive markets. It also discusses important service concepts, such as customer perception of service, customer expectations, and physical evidence. The book goes on to discuss the management of service operations and processes, evaluation of customer feedback and service recovery, management of distribution channels in the service industry, employee management, pricing strategies, and promotion mix. Key contemporary issues such as the impact of technology, managing quality and excellence, ethics in service marketing, and strategies for business growth are explored in detail. An overview of the emerging service sectors is also provided. Management students will find this book highly useful for its explanation of the key concepts through industry-related examples. The book will also be useful to professionals in the service industry due to its practice-oriented approach. Key Features Explores aspects relating to technology management, ethics, strategies for growth, business excellence, balanced scorecard approach, and emerging service sectors Discusses the practices of Indian and global companies such as HDFC, LIC, Ferns n Petals, Hewlett-Packard, KFC, and McDonald’s. Explains the concepts through examples, exhibits, tables, and case studies Includes Internet-based exercises, which will help the users to apply the theory to real-life business situations

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s Vinnie Jauhari is now Director at Institute for International Management and Technology (IIMT), Gurgaon. She has served as Head, School of Management and Entrepreneurship, IIMT. She is the founding editor of the Journal of Services Research and is on the editorial board of International Journal of Contemporary Hospitality Research. Dr Jauhari has published over 100 papers in national and international journals and has authored several books. Kirti Dutta is Assistant Professor, Bhartiya Vidya Bhavan’s Usha and Laxmi Mittal Institute of Management, New Delhi. She has professional experience in sectors such as dyes and chemicals, textiles, and auto lubricants and is currently working on many national and international projects in the domain of marketing. Ms Dutta is on the review panel of International Journal of Contemporary Hospitality Research and International Journal of Technology Marketing. She has published more than 25 papers in national and international journals. Table of Contents Preface 1. Introduction to Service Industry 2. The Service Product 3. Marketing Research in Service Industry 4. Understanding Consumer Behaviour 5. Segmentation, Targeting, and Positioning for a Services Firm 6. Customer Perceptions of Service 7. Customer Expectations 8. Physical Evidence 9. Managing Service Operations and Processes 10. Customer Feedback and Service Recovery 11. Managing Distribution Channels in Service Industry 12. Managing People in Service Industry 13. Pricing Strategies for Services 14. Strategies for Promotion for Service Sector 15. Impact of Technology on Marketing of Services 16. Managing Quality and Excellence 17. Ethics in Service Firms 18. Strategies for Business Growth 19. Emerging Service Sectors in India Index