I Notes and References

• 1 Introduction

1. Berry, L. L. and Parasuraman, A., 'Building a New Academic Field - The Case of Services Marketing', Journal of Retailing, Vol. 69, No.1, Spring 1993, pp. 13-60.

2. Carman, J. M. and Langeard, E., 'Growth Strategies for Service Firms', Strategic Management Journal, Vol. 1, 1980, pp. 7-22.

3. Grove, S. J. and Fisk, R. P., 'The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing', in L. L. Berry, G. L. Shostack and G. D. Upah (eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 1983.

4. The 'servuction' model of service delivery systems explicidy recognises 'invisible' compo­nents: see Langeard, E., Bateson, J., Lovelock, C. and Eiglier, P., Marketing cif Services: New insights from consumers and managers, report no. 81-104, Marketing Science Institute, Cambridge, Mass., 1981.

5. Bitner, M. J., 'Servicescapes: The Impact of Physical Surroundings on Customers and Employees', Journal of Marketing, Vol. 56, April 1992, pp. 57-71.

6. Bateson, J. E. G., Managing Services Marketing: Text and readings, 2nd edn, Dryden Press, London, 1992.

7. Parasuraman, A., Zeithaml, V. A. and Berry, L. L., 'A Conceptual Model of Service Quality and its Implications for Future Research',Journal cif Marketing, Vol. 49, Fall 1985, pp. 41-50.

8. Pranter, C. A. and Martin, C. L., 'Compatibility Management: Roles in Service Performances',Journal cifServices Marketing, Vol. 5, Spring 1991, pp. 43-53.

2 Setting the Context

1. Fisk, R . P., Brown, S. W. and Bitner M. J., 'Tracking the Evolution of the Services Marketing Literature', Journal of Retailing, Vol. 69, No. 1., Spring 1993, pp. 61-91.

2. Ibid. 3. Donnelly Jr, J. H., 'Marketing Intermediaries in Channels of Distribution for Services',

Journal of Marketing, Vol. 40, January 1976, pp. 55-70. 4. Shostack, G. L., 'Breaking Free from Product Marketing',Journal cifMarketing, Vol. 41, April

1977, pp. 73-80. 5. Lovelock, C . H., 'Classifying Services to Gain Strategic Marketing Insights', Journal of

Marketing, Vol. 47, Summer 1983, pp. 9-20. 6. Zeithaml, V. A., Berry, L. L. and Parasuraman, A., 'A Conceptual Model of Service Quality

and its Implications for Future Research' ,Journal of Marketing, Vol. 49, Fall 1985, pp. 41-50. 7. Booms, B. H. and Bitner, M. J., 'Marketing Strategies and Organisation Structures for

Service Firms', in J. Donnelly and W. R. George (eds) , Marketing of Services, American Marketing Association, Chicago, 1981, pp. 51-67

8. McCarthy,J. E., Basic Marketing: A management approach, Irwin, Homewood, II., 1960. 9. Gronroos, C., 'Service Marketing: Theories and Definitions', in Strategic Management and

Marketing in the Service Sector, Chartwell Bratt, Kent, 1983, pp. 17-27.

242

Notes and References 243

10. Ibid. 11. Silvestro, R., Fitzgerald, L., Johnston, R. and Voss, C., 'Towards a Classification of Service

Processes', International journal of Smnce Industry Management, Vol. 3, 1992, pp. 62-75. 12. Shostack, 'Breaking Free from Product Marketing'. 13. Bitner, M. ]., 'Servicescaps: The Impact of Physical Surroundings on Customers and

Employees',journal of Marketing, Vol. 56, 1992, pp. 57-71. 14. Bateson,]. E. G., Managing Services Marketing: Text and readings, Dryden Press, London, 1992. 15. Grove, S. ]. and Fisk, R. P., 'The Dramaturgy of Services Exchange: An Analytical

Framework for Services Marketing', in L.L. Berry, G. L. Shostack and G. D. Upah (eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 1983.

16. Berry, L. L. and Parasuraman, A., Marketing Services, The Free Press, New York, 1991. 17. Lovelock, C., 'Classifying Services to Gain Strategic Marketing Insights', journal of Marketing,

Vol. 47, 1983, pp. 9-20. 18. Silvestro, R., Fitzgerald, L., Johnston, R. and Voss, C., 'Towards a Classification of Service

Processes' . 19. Lovelock, 'Classifying Services to Gain Strategic Marketing Insights' .

• 3 The Service Factory

1. Lovelock, C. H., Managing Services Marketing, Operations, and Human Resources, 2nd edn, Prentice-Hall International, Englewood Cliffi, New Jersey, 1992.

2. Ibid. 3. Bateson,]. E. G. Managing Services Marketing: Text and readings, 2nd edn' Dryden Press,

London, 1992. 4. Lovelock, Managing Services Marketing. 5. Grove, S. and Fisk, R. 'The Dramaturgy of Services Exchanges: An Analytical Framework

for Services Marketing', in L. L. Berry, G. L. Shostack, and G. D. Upah, Emerging Perspeaives in Services Marketing, American Marketing Association, Chicago, 1983, pp. 45-9.

6. Bateson, Managing Services Marketing. 7. Ibid. 8. McGrath, M. A., 'An Ethnography of a Gift Store: Trappings, Wrappings and Rapture',

journal of Retailing, Vol. 65, No.4, 1989, pp. 421-49 9. Bitner, M. J., Booms, B. H. and Tetreault, M. S., 'The Service Encounter: Diagnosing

Favourable and Unfavourable Incidents', journal of Marketing, Vol. 54, January 1990, pp.71-84.

10. Scotland, R., 'Customer Service: A Waiting Game', Marketing, 11 March 1992, pp. 1-3. 11. Taylor, S., 'Waiting for Service: The Relationship Between Delays and Evaluations of

Service',journal of Marketing, Vol. 58, April 1994, pp. 56-69. 12. Ibid .

• 4 Service Encounters

1. Normann, R., Service Management, Wiley, New York, 1984. 2. Mattsson, ]., 'Improving Service Quality in Person-to-Person Encounters: Integrating

Findings from a Multidisciplinary Review', Service Industries journal, Vol. 14, 1994. 3. Bitner, M.]., 'Evaluating Service Encounters: The Effects of Physical Surroundings and

Employee Responses',journal ofMarieeting, Vol. 54, April 1990, pp. 69-82.

244 Notes and References

4. Shostack, G. L., 'Planning the Service Encounter', in]. A. Czepiel, M. R. Solomon and C. F. Surprenant (eds) The Sen/ice Encounter, Lexington Books, Lexington, Mass., 1985.

5. Czepiel,]. A., Solomon, M. R. and Surprenant, C. F. (eds), The Sen/ice Encounter: Managing employee/customer interaction in sen/ice businesses, Lexington Books, Lexington, Mass., 1985.

6. McGrath, M. A., 'An Ethnography of a Gift Shop: Trappings, Wrappings and Rapture', Journal of Retailing, Vol. 65, No.4, 1989, pp. 421-49.

7. Harris, K., Baron, S. and Ratcliffe, J., 'Oral Participation of Customers in a Retail Setting: An Empirical Study', Proceedings of 3rd International Research Seminar in Service Management, 24-27 May 1994, pp. 347-63.

8. Ibid. 9. Bitner, M. ]., Booms, B. H. and Tetreault, M., 'The Service Encounter: Diagnosing

Favourable and Unfavourable Incidents', Journal of Marketing, Vol. 54, January 1990, pp.71-84.

10. Crosby, L. A., Evans, K. R. and Cowles, D., 'Relationship Quality in Services Selling: An Interpersonal Influence Perspective', Journal oJMarketing, Vol. 54, July 1990, pp. 68-81.

11. Bitner, 'Evaluating Service Encounters'. 12. Martin, C. L. and Pranter, C. A., 'Compatibility Management: Customer to Customer

Relationships in Service Environments', Journal oj Sewices Marketing, Vol. 3, No.3, Summer 1989, pp. 5-15.

13. Pranter, C. A. and Martin, C. L., 'Compatibility Management: Roles in Service Performers', Journal oJSen/ices Marketing, Vol. 5, No.2, Spring 1991, pp. 143-53.

14. Bell, D., The Coming oJPost-Industrial Sodety: A venture in sodalforecasting', Basic Books, New York,1973.

15. Bowen, D. E., 'Customers as Human Resources in Service Organisations', Human Resource Management, Vol. 25, No.3, Fall 1986, pp. 371-83.

16. Mills, P. K., Managing Sen/ice Industries: Organizational practices in a post-industrial economy, Ballinger, Cambridge, Mass., 1985.

17. Mills, P. K., The Sodalization oj Clients as Partial Employees of Sen/ice Organizations: Managing sen/ices industries, Ballinger, Cambridge, Mass., 1986.

18. Lovelock, C. H. and Young, R. F., 'Look to Customers to Increase Productivity', Han/ard Business Review, Vol. 57, 1979, pp. 168-78.

19. Wener, R. E., 'The Environmental Psychology of Service Encounters', in]. A. Czepiel, M. R. Solomon and C. F. Surprenant (eds), The Service Encounter: Managing employee/customer interaction in sen/ice businesses, Lexington Books, Lexington, Mass., 1985.

20. Harris, Baron and Ratcliffe, 'Oral Participation of Customers in a Retail Setting'. 21. Bowen, D. E. and Schneider, B., 'Boundary-Spanning Role Employees and the Service

Encounter: Some Guidelines for Management and Research', in ]. A. Czepiel, M. R. Solomon and C. F. Surprenant (eds), The Sen/ice Encounter: Managing employee/customer inter­actions in sen/ice businesses, Lexington Books, Lexington, Mass., 1985.

22. Forman, A. M. and Sriram, V., 'The Depersonalization of Retailing: Its Impact on the "Lonely" Customer',Journal oJRetailing, Vol. 67, Summer 1991.

23. Smith, R. A. and Houston, M. J., 'Script Based Evaluations of Satisfaction with Services', in L. L. Berry, G. L. Shostack and G. D. Upah, Emerging Perspectives in Sen/ices Marketing, American Marketing Association, Chicago, 1983.

24. Churchill, G. A. and Surprenant, C. F., 'An Investigation into the Determinants of Customer Satisfaction',Journal oJMarketing Research, Vol. 20, November 1982, pp. 491-504.

25. File, K. M., Judd, B. B. and Prince, R. A., 'Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals', Journal oj Sen/ices Marketing, Vol. 6, No.4, Fall 1992, pp. 5-14.

Notes and References 245

26. Bitner, M. J., 'Servicescapes: The Impact of Physical Surroundings on Customers and Employees', Journal of Marketing, April 1992, pp. 57-71.

27. Sundstrom, E. and Altman, I., 'Physical Environments and Work-Group Effectiveness', Research in Organizational Behaviour, voUl, 1989, pp. 175-209 .

• 5 Service Design

1. Shostack, G. L., 'Service Positioning through Structural Change', Journal of Marketing, Vol. 51, 1987,pp. 34-43.

2. Kingman-Brundage, J., 'Technology, Desigt) and Service Quality', International Journal of Service Industry Management, Vol. 2, 1991, pp. 47-59.

3. Gummesson, E. , Quality Management in Service Organizations: An interpretation of the service quality phenomenon and a synthesis of international research, International Service Quality Association, New York.

4. Zeithaml, V. A., Parasuraman, A. and Berry, L. L., Delivering Quality Service: Balancing cus­tomer perceptions and expectations, The Free Press, New York, 1990.

5. Shostack, 'Service Positioning through Structural Change'. 6. Chase, R. B. and Stewart, D. M., 'Make your Service Fail-Safe', Sloan Management Review,

Spring 1994, pp. 35-44. 7. Ibid. 8. Shostack, G. L., 'How to Design a Service', European Journal of Marketing, Vol. 16, 1982,

pp.49-63. 9. Guiltinan, J. P., 'A Conceptual Framework for Pricing Consumer Services', Proceedings of

the 7th Annual Services Marketing Conference, American Marketing Association, Chicago, pp. 11-15 .

• 6 Internal Marketing

1. Heskett, J. L., Jones, T. 0 ., Loveman, G. W ., Earl-Sasser Jr, W . and Schlesinger, L. A., 'Putting the Service Profit Chain to Work', Harvard Business Review, March-April 1994 (emphasis added), pp. 164-74.

2. Ibid. 3. Berry, L. L., 'The Employee as Customer' , Journal of Banking, 3 March 1981, pp. 25-8. 4. Gronroos, c., 'Internal Marketing - an Integral Part of Marketing Theory', in J. H .

Donnelly and W . E. George (eds) , Marketing Services, AMA Proceedings series, Chicago, pp.236-8.

5. Berry, L. L., 'The Employee as Customer', in C. Lovelock, Services Marketing, Kent Publishing, Boston, Mass., 1984, pp. 271-8.

6. Berry, L. L. and Parasuraman, A., Marketing Services: Competing through quality, The Free Press, New York, 1991.

7. Berry, 'The Employee as Customer' (1981). 8. Ibid. 9. Rafiq, M. and Ahmed, P. K., 'The Scope of Internal Marketing: Defining the Boundary

between Marketing and Human Resource Management', Journal of Marketing Management, Vol. 9, 1993, pp. 219-32.

10. Bowen, D. E., 'Customers as Human Resources in Service Organisations' , Human Resource Management, Vol. 25, No.3, Fall 1986, pp. 371-83.

246 Notes and References

11. Rafiq and Ahmed, 'The Scope of Internal Marketing'. 12. Helman, D. and Payne, A., 'Internal Marketing: Myth versus reality', Cranfield School of

Management Working Paper, Cranfield SWP 5/92,1992. 13. Bitner, M. J., Booms, B. H. and Tetreault, M. S., 'The Service Encounter: Diagnosing

Favourable and Unfavourable Incidents', Journal oj Marketing, Vol. 54, January 1990, pp. 71-84.

14. Rogers,J. D ., Clow, K. E. and Kash, T.].. 'Increasing Job Satisfaction of Service Personnel', Journal oj Services Marketing, Vol. 8, No. I , 1994, pp. 14-26.

15. Bowen, D. E. and Lawler, E. E., 'The Empowennent of Service Workers: What, Why, How and When', Sloan Management Review, Spring 1992, pp. 31-9.

16. Ibid .

• 7 Perceived Service Quality and Customer Satisfaction

1. Fisk, R ., Brown, S. and Bitner, M.].. 'Tracking the Evolution of the Services Marketing Literature', Journal oj Retailing, Vol. 69, No. I, Spring 1993.

2. Clow, K. E. and Vorhies, D. W., 'Building a Competitive Advantage for Service Finns', Journal of Services Marketing, Vol. 7, 1993, pp. 22-32.

3. Gronroos, c., 'Innovative Marketing Strategies and Organizational Structures for Service Finns', in L. L. Berry, G. L. Shostack and G. D. Upah (eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 1983, pp. 9-21.

4. Parasuraman, A., Zeithaml, V. A. and Berry, L. L., 'A Conceptual Model of Service Quality and its Implications for Future Research', Journal of Marketing, Vol. 49, 1985, pp. 41-50.

5. Parasuraman, A, Zeitharnl, V. A. and Berry, L. L., 'SER VQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality', Journal oj Retailing, Vol. 64, Spring 1988, pp. 12-40.

6. Parasuraman, A., Berry, L. L. and Zeithaml, V. A., 'Refinement and Reassessment of the SERVQUAL Scale',Journal ojRetailing, Vol. 67, Winter 1991, pp. 420-50.

7. Zeitharnl, V. A., Berry, L. L. and Parasuraman, A., 'The Nature and Detenninants of Customer Expectations of Service', Journal of the Academy oj Marketing Science, Vol. 21, 1993, pp.1-12.

8. Lewis, R . C. and Booms, B. H., 'The Marketing Aspects of Service Quality', in L. L. Berry, G. L. Shostack and G. D . Upah (eds) , Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 1983, pp. 99-107.

9. Parasuraman, Zeitharnl and Berry, 'A Conceptual Model of Service Quality and its Implications for Future Research'.

10. Ibid. 11. Zeitharnl, Berry and Parasuraman, 'The Nature and Determinants of Customer Expectations

of Service'. 12. Parasuraman, Zeitharnl and Berry, 'SER VQUAL: A Multiple-Item Scale for Measuring

Consumer Perceptions of Service Quality'. 13. Parasuraman, Berry and Zeitharnl, 'Refinement and Reassesment of the SER VQUAL

Scale'. 14. Cannan, J. A., 'Consumer Perceptions of Service Quality: An Assessment of the

SERVQUAL Dimensions', Journal ojRetailing, Vol. 66, Spring 1990, pp. 33-55. 15. Cronin, J. J . and Taylor, S. A., 'Measuring Service Quality: A Re-examination and

Extension', Journal of Marketing, Vol. 56, 1992, pp. 55-68. 16. Parasuraman, Berry and Zeitharnl, 'Refinement and Reassessment of the SERVQUAL

Scale'.

Notes and Reftrences 247

17. Vandamme, R. and Leunin, J., 'Measuring Service Quality in the Retail Sector: An Assessment and Extension of SER VQUAL', Proceedings of The 7th International Conference on Research in Distributive Trades, Stirling, UK, 1993, pp. 364-73.

18. Clow and Vorhies, 'Building a Competitive Advantage for Service Firms'. 19. Teas, R. K., 'Expectations, Performance Evaluation and Consumers' Perceptions of

Quality',Journal of Marketing, Vol. 57, October 1993, pp. 18-34. 20. Fisk, Brown and Bitner, 'Tracking the Evolution of the Services Marketing Literature'. 21. Bateson, J. E. G., Managing Services Marketing: Text and readings, 2nd edn, Dryden Press,

London, 1992. 22. Parasuraman, A., Zeithaml, V. A. and Berry, L. L., 'Reassessment of Expectations as a

Comparison Standard in Measuring Service Quality: Implications for Further Research', Journal of Marketing, Vol. 58, January 1994, pp. 111-24.

23. Cronin and Taylor, 'Measuring Service Quality'. 24. Anderson, E. W., Fornell, C. and Lehmann, D. R., 'Customer Satisfaction, Market Share

and Profitability: Findings from Sweden', Journal of Marketing, Vol. 58, July 1994, pp. 53-66. 25. Ibid. 26. Ibid. 27. Zeithaml, Berry and Parasuraman, The Nature and Determinants of Customer Expectations

of Service'. 28. Parasuraman, Zeithaml and Berry, 'Reassessment of Expectations as a Comparison Standard

in Measuring Service Quality'. 0

29. Anderson, Fornell and Lehmann, 'Customer Satisfaction, Market Share and Profitability'. 30. Cronin and Taylor, 'Measuring Service Quality'. 31. Anderson, Fornell and Lehmann, 'Customer Satisfaction, Market Share and Profitability'. 32. Rust, R. T. and Oliver, R. L., 'Service Quality: New Directions in Theory and Practice',

Sage, London, 1994. 33. Parasuraman, Zeithaml and Berry, 'Reassessment of Expectations as a Comparison Standard

in Measuring Service Quality' .

• 8 Customer Retention and Relationship Marketing

1. Christopher, M., Payne, A. and Ballantyne, D., Relationship Marketing: Bringing quality, cus­tomer senJice and marketing together, Butterworth Heinemann, Oxford, 1991.

2. Fisk, R. P., Brown, S. W. and Bitner, M. J., 'Tracking the Evolution of the Services Marketing Literature', Journal of Retailing, Vol. 69, No.1, Spring 1993.

3. Crosby, L. A. and Stephens, N., 'Effects of Relationship Marketing on Satisfactory Retention and Prices in the Life Insurance Industry', Journal of Marketing Research, Vol. 24, November 1987, pp. 404-11.

4. Reichheld, F. F. and Sasser Jr, W. E., 'Zero Defections: Quality Comes to Services', HanJard Business Review, September-October 1990, pp. 105-11.

5. Reichheld, F. F., 'Loyalty-Based Management', HanJard Business Review, March-April 1993, pp.64-73.

6. Christopher, Payne and Ballantyne, 'Relationship Marketing'. 7. Sheth, J. N. and Kellstadt, C. H., 'Relationship Marketing: An Emerging School of

Marketing Thought', Paper presented at the American Marketing Association, 13th Faculty Consortium in Services Marketing, Arizona, USA, 1993.

8. Christopher, Payne and Ballantyne, 'Relationship Marketing'. 9. Reichheld and Sasser Jr, 'Zero Defections'.

10. Christopher, Payne and Ballantyne, 'Relationship Marketing'.

248 Notes and References

11. Bevan,j., 'Co-Makership', Management Decision, Vol. 27, No.3, 1989, pp. 5~. 12. Reichheld and SasserJr, 'Zero Defections'. 13. Christopher, Payne and Ballantyne, 'Relationship Marketing'. 14. Ibid. 15. Schlesinger, L. A. and Heskett, j. L., 'The Service Driven Service Company', Harvard

Business Review, September-October 1991, pp. 71-81. 16. Zemke, R. and Bell, C. R., Service Wisdom: Creating and Maintaining the Customer Service

Edge, Lakewood Books, Minneapolis, 1989. 17. Bitner, M. j., Booms, B.H. and Tetreault, M. S., 'The Service Encounter: Diagnosing

Favourable and Unfavourable Incidents',Journal of Marketing, Vol. 54, 1990, pp. 71-84. 18. Johnston, R., 'Service Recovery: An Empirical Study', Proceedings of the 3rd International

Research Seminar in Service Management, La-Londe-Ies-Maures, France, May 1994. 19. Ibid. 20. Hart, C. W. L., 'The Power of Unconditional Service Guarantees', Harvard Business Review,

July-August 1988, pp. 54-62. 21. Heskett, J. L., Sasser Jr, W.E. and Hart, C. W. L., Service Breakthroughs - Changing the rules of

the game, The Free Press, New York, 1989 .

• 9 Service Profitability

1. 3rd International Research Seminar in Service Management, La-Londe-Ies-Maures, France, May 1994.

2. Ibid. 3. Anderson, E. W., Fornell, C. and Lehmann, D. R., 'Customer Satisfaction, Market Share

and Profitability: Findings from Sweden', Journal of Marketing, Vol. 58, July 1994, pp. 53-66. 4. Rust, R. T. and Varki, S., 'Making Service Quality Financially Accountable', Proceedings of

3rd International Research Seminar in Service Management, La-Londe-Ies-Maures, France, May 1994, pp. 645-58.

5. Reichheld, F. F. and SasserJr, W. E., 'Zero Defections: Quality Comes to Services', Harvard Business Review, September-October 1990, pp. 105-111.

6. Gummesson, E., 'Service Productivity: A Blasphemous Approach', Proceedings of 2nd International Research Seminar in Service Management, La-Londe-Ies-Maures, France,June 1992.

7. Gale, B. T., 'Customer Satisfaction - Relative to Competitors - Is Where It's At (Strong evidence that superior quality drives the bottom line and shareholder value)" Marketing and Research Today, February 1994.

8. Zeithaml, V. A., Parasuraman, A. and Berry, L. L., Delivering Quality Service: Balancing cus­tomer perceptions and expectations, The Free Press, New York, 1990.

9. Buzzell, R. and Gale, B. T., The PIMS Principles: Linking strategy to performance, The Free Press, New York, 1987.

10. Gale, 'Customer Satisfaction'. 11. Gummesson, 'Service Productivity'. 12. Bylund, E. and Lepidoth Jr, j., 'Service Quality and Productivity: A Post-Industrial

Approach', Proceedings of 3rd International Research Seminar in Service Management, La-Londe-Ies-Maures, France, May 1994.

13. Gummesson, 'Service Productivity'. 14. Reichheld and SasserJr, 'Zero Defections'.

Notes and Reftrences 249

15. Schlesinger, L. A. and Heskett, J. L., 'The Service-Driven Service Company', Harvard Business Review, Septembe~ctober 1991, pp. 71-81.

16. Reichheld, F. F., 'Loyalty-Based Management', Harvard Business Review, March-April 1993, pp.64-73.

17. Heskett, J. L., Jones, T. 0., Loveman, G. W., Sasser Jr, W. E. and Schlesinger, L. A., 'Putting the Service-Profit Chain to Work', Harvard Business Review, March-April 1994, pp.164-74.

18. Anderson, Fornell and Lehmann, 'Customer Satisfaction, Market Share and Profitability'. 19. Rust, R . T. and Oliver, R . L., Service Quality: New Directions in Theory and Practice, Sage,

London, 1994. 20. Fornell, C., 'A National Customer Satisfaction Barometer: The Swedish Experience' ,Journal

of Marketing, Vol. 55, 1992, pp. 1-21. 21. Anderson, Fornell and Lehmann, 'Customer Satisfaction, Market Share and Profitability'. 22. Ibid. 23. Ibid. 24. Rust and Oliver, 'Service Quality'. 25. Ibid. 26. Gummesson, E., 'Service Quality and Productivity in the Imaginary Organization',

Proceedings of 3rd International Seminar in Service Management, La-Londe-les-Maures, France, May 1994 .

• 10 Findings from the Small Business Case Studies

1. Lucas Jr, G. H., Bush, R. P. and Gresham, L. G., Retailing, Houghton MifHin, Boston, Mass., 1994.

2. Goodwin, C., 'Private Roles in Public Encounter: Communal Relationships in Service Exchanges', Proceedings of 3rd International Research Seminar in Service Management, La-Londe-les-Maures, France.

3. Fornell, C. and Wernerfield, B., 'A Model for Customer Complaint Management', Marketing Science, 7, pp. 271-86.

4. Goodwin, 'Private Roles in Public Encounter'. 5. Ibid. 6. Iacobucci, D., Grayson, K. and Ostrom, A., 'Customer Satisfaction Fables', Sloan

Management Review, Summer 1994. 7. Ibid. 8. Roach, S. S., 'Services under Siege - the Restructuring Imperative', Harvard Business Review,

Septembe~ctober 1991, pp. 82-91.

. 11 Further Research Issues and Conclusions

1. Harris, K., Baron, S. and Davies, B., 'Oral Participation in Retail Service Delivery: A Comparison of Roles of Contact Personnel and Customers', European Journal of Marketing, 1995.

2. Goodwin, c., 'Private Roles in Public Encounters: Communal Relationships in Service Exchanges', Proceedings of 3rd International Research Seminar on Services Management, La-Londe-Ies-Maures, France, May 1994.

250 Notes and Riferences

3. Martin, C. R. and Horne, D. A., 'The Congruence of New Product and New Service Development' , Proceedings of 3rd International Research Seminar on Services Management, La-Londe-Ies-Maures, France, 1994.

4. Voss, C. A., Johnston, R., Silvestro, R., Fitzgerald, L. and Brignall, T. J., 'Measurement of Innovation and Design Performance in Services', Design Management Journal, Winter 1992, pp.4<H>.

5. Edgett, S., 'The Traits of Successful New Service Development', Journal of Services Marketing, Vol. 8, No.3, 1994.

6. Christopher, M., Payne, A. and Ballantyne, D., Relationship Marketing: Bringing quality, cus­tomer service and marketing together', Butterworth Heinemann, 1991.

7. Ibid. 8. Price, Arnould and Deibler, Proceedings of 3rd International Research Seminar on Services

Management, La-Londe-Ies-Maures, France, May 1994. 9. Blodgett, J. and Wakefield, K., 'The Importance of Servicescapes in Leisure Service

Settings' ,Journal of Services Marketing, Vol. 8, No.3, 1994. 10. Herrington,). and Capella, L., 'Practical Applications of Music in Service Settings', Journal of

Services Marketing, Vol. 8, No.3, 1994. 11. Berry, L., 'Retail Businesses are Service Businesses', Editorial, Journal of Retailing, 1986, pp.

3-6.

I How the Case Studies Can Be Used

The case studies are integral to this book. Just as theory informs practice, so practice (in the form of real cases) informs the theory. The text and the case studies together provide the understanding of services marketing. It has already been stated that the theoretical frameworks of services marketing provided the basis for the primary data collection for many of the case studies. Conversely, examples from the case studies are used to emphasise the important points made in the text. It is in this spirit of mutual reinforce­ment that the case studies are probably best used.

The case studies are placed throughout the book at places where they can support the theories and ideas presented in the chapters concerned. Discussion points are pre­sented, questions are posed and activities are suggested, all of which can generate helpful debate. Because case studies are about real life situations, there is much in each case which relates to material in different parts of the book. We have tried to indicate this by cross-referencing. Where the cross-references produce interesting avenues to explore, this may result in some jumping backwards and forwards in the text. This should be viewed positively as learning often follows interest.

If a more formal approach is preferred, in a semester-based course, the case studies can be read and discussion points debated in the order that they are presented. The two case studies in each of Chapters 3 to 8 may form the basis of two separate tutorials, or different group tasks within the same tutorial. It is suggested also that anyone of the cases can be used with Chapter 2 to emphasise the characteristics of services - intang­ibility, inseparability, heterogeneity and perishability - and the managerial strategies which may be employed as a result of understanding them. By so doing, the integration of the case studies becomes habit forming at the outset.

Finally, it is very likely that you, the reader, will have experienced recently, or will be about to experience, many of the services represented by the case studies. Make a critical assessment of each experience and note your feelings. This will add a valuable customer angle to the discussions.

251

I Index

Access 160, 161 Ambient conditions 5, 59, 92 Antecedents of customer expectations 162 Artefacts 5, 59 Asset-based service 94-5 Assurance 161

Back office 15-17 Back-of-house 17 Backstage 23-4,27-8,78,81-3 Blueprinting 77-87 Bullfight metaphor 48 Bundle of benefits 22

Case studies 227-33 characteristics 8-10 use 251

Characteristics of service encounters 49-51

Characteristics of services 12-13 Cheerleader 55 Classification of services 15-18,94-6

based on customer/employee presence 16-17

based on customisation/empowerment 17-18

based on drama analogy 17 by level of tangibility 16-17 by service operations 15-16

Climate for service 131 Cognitive responses 6, 59 Co-makership 193 Communality 230-1, 236-7 Communication 161 Comparative research 240-1 Compatibility management 53-5 Competence 161 Complexity 83-7 Concept service map 89,91 Contact personnel 5-6,23, 26-7, 128 Core service 4, 6, 78 Courtesy 161 'Crawling out' stage 11-13 Credibility 160 Critical incidents 27-8, 52-3

Customer defections 217-18 Customer delight 53 Customer error 92-3 Customer employee interactions 6, 49-53 Customer involvement 25-6 Customerloyalty 127,191-8,217-21.

229-31 Customer participation 25-6,55-7,

228-9 Customer perceptions 6, 162-5 Customer retention 190, 195-8 Customer satisfaction 52-3, 165-7,218-26 Customer service 194-5 Customer-to-customer interactions 7, 53-5,

236-7 Customisation 4, 17-18, 94-5

Defensive marketing 229 Definition of service 4-5, 14-15 Determinants of service quality 160-1 Dimensions of quality 161 Direct personal encounter 49 Disconfirmation paradigm 57,165-6 Divergence 83-7

Elaborate servicescape 58 Emotional responses 6, 59 Empathy 133, 161 Employee loyalty 217-99 Employee productivity 221 Employee retention 219-21 Employee satisfaction 221 Employee turnover 219-20 Employees 127-35 Empowerment 15,18,133-5,196 Encounter errors 93 Environmental engineer 54 Essential service evidence 78 Evolution of services marketing 11-14 Expectations 6, 160, 162-6 Experience attributes 94-5

Fail-safes 92-3 Flexibility of service roles 228 Flowcharting 78

252

Front-of-house 17 Frontstage 23, 81-3 Function orientation 56 Functional features 59 Functional quality 159

Gaps model 13, 162-3,231-2 Growth limitation 29-30

Heterogeneity 13 Human interactions 49-55 Human resource management 26-7, 126,

128-35

Inanimate environment 22 Indirect personal encounter 49 Information technology 192, 232-3 Innovations 237 Inseparability 12-13,21-2, 55-7 Intangibility 4,12, 16-17,78-80 Internal customers 128-31 Internal marketing 126-35, 238 Internal markets 194 Interpersonal interactions 6-7 Invisible elements 5,22

Job products 129 Job satisfaction 132-5

Lean servicescape 58 Legislator 54-5 Line of implementation 88-91 Line of interaction 88-91 Line of internal interaction 88-91 Line of visibility 84-6,88-91 Loyalty 127-8,190-9,217-21 Loyalty-based system chain 219-20

Market research 129 Marketing effectiveness 17, 30 Marketing mix 13-14 Mass service 15-16 Matchmaker 54 Molecular structure 78-80 Moment of truth 48, 126 Multidisciplinary 14 Multiple points of contact 27-8

New service development 237-8

Offensive marketing 229 Operational efficiency 30

Partial customers 131 Partial employees 26, 56-7 People 5-6 Performance 17, 25 Peripheral service 4,6,78 Perishability 13

Index 253

Personal factors 6 Personnel-based service 94-5 Physical environment 5 (see also

Servicescape) Physical evidence 10 Physiological responses 6, 59 PIMS 213-5 Place orientation 56 Police officer 54-5 Positioning 83-7 Post-contact 6 Pre-contact 6 Preparation errors 93 Pricing 94-6 Process

information 28 people 28 possessions 28

Productivity 127, 213, 215-17 Professional service 15-16 Profitability 127, 212-25 Promotion 130

Quality 158-67,213-17,222-5 Queues 29

Referrals 194 Relationship quality 53 Relationship marketing 190-9, 238-9 Relationships

with influence markets 194 with internal markets 194 with recruitment markets 193 with referral markets 194 with suppliers 193, 239

Reliability 160-1 Remote encounter 49 Research issues 235-41 Research methods 240 Resolution errors 93 Responsiveness 161 Return on quality 222, 224-5 Rifleman 53-4 Role clarity 132 Role conflict 132 Roles 25,51,57,132-3,228

254 Index

Santa Claus 54 Satisfactory encounter 52 Screen of service analysis 18-20 Scripts 25-7, 57 'Scurrying about' stage 13-14 Search attributes 94--5 Security 160 Segmentation 129 Server errors 92 Service as theatre/drama 24--5 Service delivery systems 22-4 Service design 76-93,237-8 Service encounters 48-59,235-7 Service experience 1-7 Service factory 21-31 Service guarantees 219,221 Service mapping 77, 87-91 Service profit chain 127 Service quality 158-67,231-2,238 Service recovery 195-6 Serviceshop 15-16 Servicescape 16-17, 58-9 Service v. goods 11-12 Services delivery system 22-4 Services marketing system 22-4 Services operation system 22-4 SERVQUAL 163-7,232,238 Servuction system 22 Signs 59 Situational factors 6

Small businesses 227-34 Social networking 230-1 Social role 9 Spacial features 59 Structural models 7 Structure 25-20,87-91 Swedish Customer Satisfaction Barometer

222-4 Symbols 59

Tangibility 78-80 Tangible errors 92 Tangibles 161 Targeting 129-30 Task errors 92 Teacher 54 Technical quality 159 Time 228 Timing of consumption 28-9 Treatment errors 92 Trust 191, 230

Understanding the customer 160

Variability 78, 81 Visible elements 22

Waiting experiences 29 'Walking erect' stage 14,20