Service Marketing

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Topic is British Airways The aim of this assessment is to encourage you to examine a sector in the service industry and analyse the service marketing issues affecting one of the organisations in that sector. You may have already identified sectors and companies of interest through your service diary The sectors from which you should choose are: – Education – Financial Services – Leisure – Not for profit/charity – Professional Services – Retail – Telecomms – Travel Project Tasks If your selected service industry is a broad one, you may need to narrow it by defining one competitive sector or discrete market. The sector you select for study should be UK-based, and have a defined or definable competitive structure. For example, if you choose ‘retail’ as your industry you might select ‘sporting goods’ as your competitive sector; if you choose ‘charities’ as your industry you might select ‘children’s charities’ as your competitive sector. The elements that form this assignment are 1 A definition your chosen sector by size and competitive structure. If applicable, identify the major strategic grouping(s) and the one you have selected for study. Assess the current marketing environment of this group. 2 Your assessment of the opportunities and threats facing the sector/grouping using original and coherent analysis based on properly referenced sources. 3 A summary of the commonalities and differences between the current service marketing strategies of your chosen sector’s ‘major players’. 4 Select ONE of the existing players (major or otherwise) and a identify that organisation’s key strategic service marketing issues for the next 5 years, drawing on your foregoing analysis. b briefly demonstrate the relationship between any one of these issues and some relevant theoretical principles of services marketing, taken from any appropriate and referenced source. READING LIST Core text: Kasper, H., van Helsdingen, P. and Gabbott, M. (2006) Services Marketing Management: A strategic perspective, 2nd Edition, John Wiley and Sons Recommended texts: GrÖnroos, C.(2007), Service Management and Marketing, 3 rd Edition, John Wiley & Sons, Ltd. Lovelock, C. and Wirtz, J. (2010) Services Marketing: People, Technology, Strategy, 7th Edition, Pearson. Lovelock,C., Wirtz, J., and Chew, P. (2009) Essentials of Services Marketing, Prentice Hall. Palmer, A. (2008) Principles of Services Marketing,5th Edition, McGraw-Hill. Zeithaml, V., Bitner, M.J. and Gremler (2009) Services Marketing: Integrating customer focus across the firm, 5th Edition, McGraw-Hill. Background Reading Gabbott, M. and Hogg, M. (eds), (1997) Services Marketing Management – A Reader, Dryden Press. Lovelock, C., Vandermerwe, S. and Lewis, B. (1999) Services Marketing: A European perspective, Prentice Hall. McDonald, M. and Payne, A. (2006) Marketing Plans for Service Businesses, 2nd Edition, Elsevier. Mudie, P. & Cottam, A. (1999) The Management ad Marketing of Services, 2nd Edition, Butterworth- Heinemann. Murdick, R., Render, B. and Russell, R. (1990) Services Operations Management, Allyn & Bacon Articles from Academic Journals Alam, I. (2003) “Innovation strategy, process and performance in the commercial banking industry”, Journal of Marketing Management, Vol. 19, pp.973-999. Ashill, N., Carruthers, J. and Krisjanous, J. (2005) “Antecedents and outcomes of service recovery performance in a public health-care environment”, Journal of Services Marketing, Vol.19, No.5,pp.293-308. Avlonitis, G. & Indounas K. (2005) “Pricing objectives and pricing methods in the service sector”, Journal of Services Marketing, Vol. 19, No.1, pp.47-57. Barrutia, J. and Echebarria, C. (2005) “The internet and consumer power: the case of Spanish retail banking”, Journal of Retailing and Consumer Services, vol. 12, 255- 271. Bitner, M., Ostrom, A. and Morgan, F. (2008) “Service blueprinting: a practical technique for service innovation”, California Management Review, Vol. 50, No.3, pp.66-94. Bitner, M. (1992) “Servicescapes: The impact of physical surroundings on customers and employees”, Journal of Marketing, 56 (April), pp.57-71. Boshoff, C. (1997) “An experimental study of service recovery options”, International Journal of Service Industry Management, Vol. 8, No. 2, pp.110-130. Boulding, W., Kalara, A., Staelin, R. and Zeithaml, V.A. (1993) “A dynamic process model of service quality: from expectations to behavioural intentions”, Journal of Marketing Research, Vol. 30, No. 1, pp.7-27. Boulding, W. Staelin, R.,Whret, M. and Johnston, W.J. (2005) “A customer relationship management roadmap: what is known, potential pitfalls, and where to go”, Journal of Marketing, Vol. 69, No.4, pp. 155-166. Bebko, C.P. (2000) “Service intangibility and its impact on consumer expectations of service quality”, Journal of Services Marketing, Vol.14, No.1, pp.9-26. Brady, M.K. and Cronin, J.J.(2001) “Some new thoughts on conceptualising perceived service quality: a hierarchical approach”, Journal of Marketing, Vol. 65, No. 3, pp.34-49. Chesbrough, H. (2005) “Towards a new science for services”, Harvard Business Review, February, pp. 43-44. Clemes, M., Mollenkopf, D. and Burn, D. (2000) “An investigation of marketing problems across service typologies”, Journal of Services Marketing, Vol. 14, No. 7, pp. 573-594. De Jong, J. and Vermeulen, P. (2003) “Organising successful new service development: a literature review”, Management Decision, Vol. 41, No.9, pp.844- 858. Docters, R., Reopel, M., Sun,JM. and Tanny, S. (2004) “Capturing the unique value of services: why pricing of services is different”, Journal of Business Strategy, Vol. 25, No. 2, pp. 23-28. Ferguson, R. and Hlavinka, K. (2006) “The long tail of loyalty: How personalised dialogue and customised rewards will charge marketing forever”, Journal of Consumer Marketing, Vol. 23, No. 6, pp. 357-361. Forbes, L., Kelly, S. and Hoffman, K. (2005) “Typologies of e-commerce retail failures and recovery strategies”, Journal of Services Marketing, Vol. 19, No.5, pp.280-292. Grace, D. and O’Cass, A. (2004)”Examining service experiences and post- consumption evaluations”, Journal of Services Marketing, Vol.18, No. 6, pp.450- 461. GrÖnroos, C.(2001) “Guru’s view: the perceived service quality concept- a mistake?”, Managing Service Quality, Vol. 11, No.3, pp.150-152. Hoffman, K.D., Kelly, S.W. and Chung, B.C. (2003) “A CIT investigation of servicescape failures and associated recovery strategies”, Journal of Services Marketing, Vol. 17, No. 4, pp. 322-340. Johnston, R. and Michel, S. (2008) “Three outcomes of service recovery”, International Journal of Operations and Production Management, Vol. 28, No.1, pp.79-99. Lagrosen, S. (2005) “Effects of the internet on the marketing communication of service companies”, Journal of Services Marketing, Vol. 19, No.2, pp.63-69. Liu, Y. (2007) “The long-term impact of loyalty programs on consumer purchase behaviour and loyalty”, Journal of Marketing, Vol. 71, No. 4, (October), pp.19-35. Lovelock, C.H. & Gummesson, E. (2004) “Whither services marketing? In search of a new paradigm and fresh perspectives”, Journal of Service Research, Vol. 7, No. 1, pp.20-41. Martin, C. and Horne, D. (1993) “Services innovation: Successful versus unsuccessful firms”, International Journal of Service Industry Management, Vol. 4, No.1, pp.49- 65. Matthing, J., Kristensson, P., Gustafsson, A. and Parasuraman, A. (2006) “Developing successful technology-based services: the issue of identifying and involving innovative users”, Journal of Services Marketing, Vol. 20, No.5, pp.288-297. Mattila, A.S., and Wirtz, J. (2001) “Congruency of scent and music as a driver of in- store evaluations and behaviour”, Journal of Retailing, Vol. 77, pp.273-289. Mayer et al. (2003) “A proposed model of the descriptors of service process”, Journal of Services Marketing, Vol.17, No. 6, pp.621-639. McMellon, C. and Long, M. (2004) “Exploring the determinants of retail service quality on the internet”, Journal of Services Marketing, Vol. 18, No.1, pp.76-90. Mortimer, K
(2000) “Are services advertised differently? An analysis of the relationship between product and service types and the informational content of their advertisements”, Journal of Marketing Communications, 6, 121-134. Nadiri, H. and Hussian, K. (2005) “Diagnosing the zone of tolerance for hotel services”, Managing Service Quality, Vol. 15, No.3, pp. 259-277. Ndubisi, N.O. (2007) “Relationship marketing and customer loyalty”, Marketing Intelligence and Planning, Vol. 25, No.1, pp. 98-106. Oakes, S. (2000) “The influence of the musicscape within service environments”, Journal of Services Marketing, Vol. 14, No. 7, pp. 539-556. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985) “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49, No.4, pp.41-50. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988) “SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality”, Journal of Retailing,Vol. 64,No. 1, pp.12-40 Parasuraman, A., Zeithaml, V.A. and Malhotra, A. (2005) “E-S-QUAL: A multiple- item scale for assessing electronic service quality”, Journal of Service Research, Vol.7, No. 3, pp. 213-233. Prins, R.O. and Verhoef, P.C.(2007) “Marketing communication drivers of adoption timing of a new e-service among existing customers”, Journal of Marketing, Vol. 71, No. 2, pp.169-183. Reichheld, F.F.and Schefter, P. (2002) “E-loyalty your secret weapon on the web”, Harvard Business Review, (July-August), pp. 105-113. Reimer, A. and Kuehn, R. (2005) “The impact of servicescape on quality perception”, European Journal of Marketing, Vol. 39, No.7/8, pp. 785-808. Riel, A. and Ouwersloot (2005) “Extending electronic portals with new services: exploring the usefulness of brand extension models”, Journal of Retailing and Consumer Services, Vol. 12, pp.245-254. Rosebaum, M.S. (2005) “Meet the cyberscape“, Marketing Intelligence and Planning, Vol. 23, No.7, pp.636-647. Sabharwal, N., Soch, H. and Kaur, H. (2010)”Are we satisfied with incompetent services? A scale development approach for service recovery”, Journal of Services Research, Vol. 10, No. 1, pp.125-142. Schoefer, K. and Ennew, C. (2005) “ The impact of perceived justice on consumers’ emotional responses to service complaint experience”, Journal of Services Marketing, Vol. 19, No. 5, pp. 261-270. Santos, J. (2003) “E-service quality: A model of virtual service quality dimensions, Managing Service Quality, Vol. 13, No. 3, pp.233-246. Sergeant, A. and Frenkel, S. (2000) “When do customer contact employees satisfy customers?” Journal of Service Research, Vol. 3, No. 1 (August), pp.18-34. Stevens, E. and Dimitriadis, S. (2005) “Managing the new service development process”, European journal of marketing, Vol. 39, No. ½, pp. 175-198. Syson, F. and Perks, H. (2004) “New service development: a network perspective”, Journal of Services Marketing, Vol. 18, No.4,pp.255-266. Tax, S. and Brown, S. (1998) “Recovering and learning from service failure”, Sloan Management Review, Fall 1998,pp. 75-88. Vargo, S.L. and Lusch, R.F. (2004) “Evolving to a new dominant logic for marketing”, Journal of Marketing, Vol. 68, No. 1, pp.1-17. William, R. and Dargel, M. (2004) “From servicescape to cyberscape”, Marketing Intelligence and Planning, Vol. 22, No. 3, pp.310-320. Wirtz, J. (1998), “Development of a Service Guarantee Model,” Asia Pacific Journal of Management, Vol. 15, No. 1, pp. 51–75. Yap, K.B. and Sweeney, J.C. (2007) “Zone-of-tolerance moderates the service quality –outcome relationship”, Journal of Services Marketing, Vol.21, No. 2, pp. 137-148. Zeithaml, V.A., Parasuraman, A. and Malhotra, A. (2002) “Service quality delivery through websites: a critical review of extant knowledge”, Academy of Marketing Science Journal, Vol. 30, No. 4, pp. 362-374. Journals (Available online via Athens/Emerald) Journal of Services Marketing Journal of Services Research Managing Service Quality International Journal of Service Industry Management Journal of Financial Services Marketing Services Marketing Quarterly Journal of Voluntary and Non Profit Marketing Journal of Database Marketing Journal of Marketing European Journal of Marketing Harvard Business Review Reports (Available online via Athens/ Emerald): Mintel Market Intelligence,Key Notes
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