Essentials of Services Marketing 4th Edition by Wirtz Solution Manual

Description

Essentials of Services Marketing 4th Edition Wirtz (Solution Manual)

Solution Manual for Essentials of Services Marketing, 4th Edition, Jochen Wirtz, ISBN-13: 9781292425191

Table of Contents

PART I — UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS
Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES
Chapter 4: Developing Service Products and Brands
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE
Chapter 8: Designing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS
Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE
Chapter 14: Improving Service Quality and Productivity
Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES
Case 1 Sullivan Ford Auto World
Case 2 Susan Munro, Service Consumer
Case 3 Dr. Beckett’s Dental Office
Case 4 Uber’s Unintended Burdens
Case 5 Kiwi Experience
Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Case 7 Revenue Management at The View
Case 8 Aussie Pooch Mobile
Case 9 Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond?
Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
Case 12 Red Lobster
Case 13 Banyan Tree: Branding the Intangible
Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
Case 15 Menton Bank
Case 16 Dr. Mahalee Goes to London: Global Client Management
Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other’s Turf?
Case 18 The Royal Dining Membership Program Dilemma