Understanding Service Consumers: Vol. 1

In services marketing, it is important to understand why customers behave the way they do. How do they make decisions about buying and using a service? What determines their satisfaction with it after consumption? Without this understanding, no firm can hope to create and deliver services that will result in satisfied customers who will buy again. Understanding Service Consumers is the first volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

  • Authors: Jochen Wirtz
  • Published: 17 September 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 56
  • ISBN: 9781944659097, 1944659099

Positioning Services in Competitive Markets: Vol. 2

What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: August 15, 2017 Next
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 62
  • ISBN: 9781944659127, 1944659129

Developing Service Products and Brands: Vol. 3

All service organizations face choices concerning the types of products to offer and how to deliver them to customers. Designing a service product is a complex task that requires an understanding of how the core and supplementary services should be combined, sequenced, and delivered to create a value proposition that meets the needs of target segments. Developing Service Products and Brands is the third book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: July 31, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 52
  • ISBN: 9781944659158, 1944659153

Pricing Services and Revenue Management: Vol. 4

Creating a viable service requires a business model that allows for the costs of creating and delivering the service, in addition to a margin for profits, to be recovered through realistic pricing and revenue management strategies. However, the pricing of services is complicated. Pricing Services and Revenue Management explains how to set an effective pricing and revenue management strategy that fulfils the promise of the value proposition so that a value exchange takes place. This book is the fourth book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: August 7, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 68
  • ISBN: 1944659153, 9781944659158

Service Marketing Communications: Vol. 5

Developing an effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers. It is essential to understand target market segments and their exposure to different media, consumers’ awareness of the service product, their attitudes toward it, and how they can easily evaluate the products characteristics prior to purchase, and during and after consumption. Service Marketing Communications is the fifth book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: 4 September 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 99
  • ISBN: 9781944659219, 1944659218

Designing Customer Service Processes: Vol. 6

From a customer’s perspective, services are experiences. From the organization’s perspective, services are processes that have to be designed and managed to create the desired customer experience. This makes processes the architecture of services. Designing Service Processes will discuss how service processes can be designed and improved to deliver the promised value proposition. This book is the sixth book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: August 30, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 78
  • ISBN: 9781944659240, 1944659242

Balancing Capacity and Demand in Service Operations: Vol. 7

Many services with limited capacity face wide swings in demand that can be caused by the change in seasons. The effective use of expensive productive capacity is one of the secrets of success in such businesses. By working with managers in operations and human resources, service marketers need to develop strategies to bring demand and capacity into balance, in ways that create benefits for customers as well as to improve profitability for the business. Balancing Capacity and Demand of Service Operations is the seventh book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: September 15, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 68
  • ISBN: 9781944659271, 1944659277

Crafting the Service Environment: Vol. 8

Designing the service environment is an art that involves a lot of time and effort, and can be expensive to implement. Service environments relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites. Crafting the Service Environment focuses on the key dimensions of service environments in the servicescape model and not much on its other aspects. This book is the eighth book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: September 25, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 71
  • ISBN: 9781944659301, 1944659307

Managing People for Service Advantage: Vol. 9

Highly capable and motivated people are at the center of service excellence and productivity. Behind today’s successful service organizations stands a firm commitment to effective management of human resources, including the recruitment, selection, training, motivation, and retention of employees. Organizations that display this commitment understand the economic payoff from investing in their people. Managing People for Service Advantage will give an insight on how to get HR right in service organizations, and how to get satisfied, loyal, motivated and productive service employees. This book is the ninth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz.

  • Authors: Jochen Wirtz
  • Published: September 15, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 111
  • ISBN: 9781944659332, 1944659331

Managing Customer Relationships and Building Loyalty: Vol. 10

Targeting, acquiring, and retaining the “right” customers is at the core of many successful service firms. The objective is to build the relationships and develop loyal customers who will contribute to a growing volume of business with the firm in the future. Managing Customer Relationships and Building Loyalty emphasizes the importance of desirable, loyal customers within the chosen segments, and the painstaking process to build and maintain their loyalty through well-conceived relationship marketing strategies. This book is the tenth book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: September 28, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 91
  • ISBN: 9781944659363, 1944659366

Designing Complaint Handling and Service Recovery Strategies: Vol. 11

The first unspoken law of service quality and productivity is: Do it right the first time. However, chances are that the customers may not be always satisfied with some of the services they receive. How well a firm handles complaints and resolves problems frequently determines whether it builds customer loyalty or it should just watch its customers take their business elsewhere. Design Complaint Handling and Service Recovery Strategies is the 11th book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: October 13, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 88
  • ISBN: 9781944659394, 1944659390

Service Quality and Productivity Management: Vol. 12

The relationship between productivity and customer satisfaction is more complex. Service Quality and Productivity Management describes that the quality and productivity are twin paths in creating value for both customers and organizations. The relationships between service quality, productivity and profitability will also be examined in detail in this book. This book is the 12th book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

  • Authors: Jochen Wirtz
  • Published: October 20, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 80
  • ISBN: 9781944659424, 1944659420

Building a World-Class Service Organization: Vol. 13

Service leadership is not based on outstanding performance within a single dimension. Rather, it reflects excellence across multiple dimensions. Building a World-Class Service Organisation is the last book in the Winning in Service Markets series by services marketing expert Jochen Wirtz. This book provides a summary of how a world-class service organization looks like as well as an assessment tool to evaluate the organization within each of the three functional areas of marketing, operations, and human resources.

  • Authors: Jochen Wirtz
  • Published: October 31, 2017
  • Publisher: World Scientific Publishing Company Pte Limited
  • Page count: 34
  • ISBN: 9781944659455, 1944659455
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