Pages: 24

This chapter presents the defining characteristics of services and customer experiences. Furthermore, the origin, value, and features of service are highlighted. Readers will be exposed to the concept of customer experiences and the creation of value in this introductory chapter. The concept of service encounters and moments of truth are explained along with examples of best industry practices. Additionally, this chapter explains how products and services overlap in many industries. Finally, we introduce the different economic sectors involved in the provision of services and experiences.

Pages: 16

This chapter focuses on the conceptualization of servicescape and its theoretical dimensions and frameworks. The roles of the servicescape in creating an impressive experience for customers in various industries, including hotels, restaurants, and theme parks, are explained and exemplified. Discussions connecting the servicescape and brand promotions are provided. Several business cases related to the chapter topic have been analyzed.

Pages: 21

This chapter explains the dimensions of service quality, analytical tools, and best practices to help service organizations attain high levels of quality. The concept of total quality management is presented along with its core tenants. Service quality is explored from three key perspectives: customers, experts, and internal sources. Several quality tools are described, including benchmarking, mystery shopping, quality audits, rating systems, root cause analysis, SERVQUAL, and many others. The differences between product and service quality are explained along with recommendations to close any quality gaps.

Pages: 18

This chapter explains the concept of satisfaction along with the major theories that explain how customers are satisfied. An overview of different ways to gather and analyze satisfaction data are presented. This chapter also clarifies the difference between customer attitudes and emotions. The emotions of customer delight and outrage are defined and explained. This chapter also presents specific ways in which service providers can delight their customers. Finally, specific recommendations for creating customer delight are presented.

Pages: 16

This chapter provides both theoretical and practical recommendations for managing waits and the perception of waiting. The definitions and differences between capacity management and demand management are explained. Furthermore, this chapter introduces readers to the different kinds of lines or queues available to service organizations. The use of technology as a tool to manage the waiting process is explained along with examples from different companies. In addition to explaining how to manage current waits, readers will be exposed to important design concepts which could reduce waiting and make the waiting process more pleasant for customers.

Pages: 17

This chapter focuses on co-creation and customization as business practices to engage customers and create a competitive advantage. The differences and connections between co-creation and customization are explained. Multiple business practices are provided to illustrate the importance of co-creation and customization for enhancing customer experience and wining a loyal customer base. Finally, technology innovations are discussed as they relate to facilitating the practices of co-creation and customization for customers in both online and offline settings.

Pages: 14

This chapter exposes readers to the various sources of electronic word of mouth (eWOM) and their importance to service organizations. The psychology behind consumer postings is discussed along with strategies to foster positive word of mouth. This chapter also relays the financial impact of eWOM in contemporary business. Various analytical tools are presented in an effort to help readers interpret eWOM and evaluate trends, themes, and patterns. This chapter concludes by providing specific recommendations for marketers and managers to appropriately manage their online image.

Pages: 16

This chapter focuses on the introduction of sharing economy/peer-to-peer (P2P) services. Business examples are provided, along with theoretical explanations of the key concepts. Consumer motivations to engage in the sharing economy are discussed. In addition, the means by which the sharing economy/P2P services can revolutionize traditional service markets are articulated. Challenges associated with the P2P services are discussed from the perspective of business, workers, and communities. Finally, the unique branding strategies of companies in the sharing economy/P2P services are discussed.

Pages: 15

This chapter presents customer subscriptions as a business model which often combines products and services. The benefits and drawbacks of subscriptions are presented from both the business and consumer viewpoints. Categories of subscriptions are introduced along with their distinguishing features. This chapter also presents the various consumer motivations to use and discontinue subscriptions services. Finally, a set of contingencies are highlighted in an effort to guide present and future business leaders on the decision whether to adopt subscriptions as a viable business model.

Pages: 19

This chapter introduces the concepts of service technologies and how they contribute to business success, especially in the service sector. The roles of service technologies in delivering a seamless customer experience in the service setting are articulated. Important considerations are suggested when introducing service technologies in service settings.

Pages: 16

As service businesses appeal to a broad set of customers, cultural awareness, sensitivity, and appreciation are becoming critical competencies. This chapter presents different philosophies employed by organizations engaged in international business as well as those that routinely welcome guests from different countries. Cultural dimensions are presented along with examples of their applications to the modern service setting. This chapter also discusses culturally meaningful aspects of service, including greetings, body language, eye contact, tipping traditions, food preferences, and the meanings assigned to colors and symbols. Finally, the importance of both employee training and customer education are explained in the context of cross-cultural customer interactions.

Pages: 20

This chapter presents the various sources of service failures and highlights the importance of service recovery. Justice theory is explained as it relates to service recovery efforts. The various kinds of service recovery tactics are explained along with specific examples of their application. Furthermore, the role of customer participation in service recovery is explored. This chapter concludes by providing service managers with some tools to assess the differences between service recovery and security-related incidents.

Pages: 20

This chapter introduces important elements of recruitment and selection with an emphasis on the service industries. Additionally, the assessment, design, delivery, and evaluation of customer service training are described. Throughout the chapter, learners will be exposed to various motivational theories and how they impact employee behavior. The chapter concludes by explaining the concept of “hospitableness” and providing practical insights on how to develop a workplace culture conducive to customer service.

Pages: 17

This chapter presents the concept of customer loyalty and its importance to service organizations. The different types of customer loyalty are explained and examples presented. Loyalty programs and initiatives are discussed along with their benefits and drawbacks. Learners will be encouraged to think about the ethical challenges associated with overconsumption of products and services. Finally, the importance of marketing analytics is presented and examples of best practices in service businesses are explained.

Pages: 18

This chapter introduces the concept of service innovation and explains how it can contribute to business growth and sustainability. The chapter highlights the approaches to service innovation and its critical role in driving sustainable business development and enabling companies to stay competitive. The intricate connections between service innovation and information technologies are articulated in the chapter and selective business cases are included at the end of the chapter.