The Most Up-to-date Services & Experience Marketing Courseware
Updated every year based on instructor and student feedback
Includes 60+ resources that help you teach a more engaging course
Backed by the best customer support team
Includes 60+ engaging resources for your course:
- 16 lecture presentations (student and instructor versions)
- 16 customizable lesson plans
- 16 quizes
- 14 quiz banks
- 1 cumulative project
- 1 sample syllabus
- 1 course schedule
- and more
Table of Contents
The simplest way for educators to help their students have a mindset shift for services marketing.
Chapter 1: A World of Services
Chapter 2: The Nature of Services
Chapter 3: Services as a Differentiator
Chapter 4: Services Marketing Framework (The GAPS Model)
Chapter 5: Dimensions of Service Quality
Chapter 6: Understanding and Managing Customer Expectations
Chapter 7: Building and Managing Customer Relationships
Chapter 8: The Experience-centric Organization
Chapter 9: The Service Design Process
Chapter 10: Setting Service Standards
Chapter 11: The Service Environment
Chapter 12: Employees as Agents of Service
Chapter 13: Integrated Service Marketing Communications
Chapter 14: Service Failure and Recovery
Chapter 15: Creating a Culture of Service Excellence Chapter 16: The Financial Impact of Service Quality
Services & Experience Marketing
KEY LEARNING OBJECTIVES
- Understand the dominant role services play in economies of developed nations and how pervasive they are in the lives of average consumers.
- Distinguish between products, service, and services, and what the unique characteristics of services are.
- Learn what the Gaps Model of Service Quality is and how marketers make it actionable through the dimensions of service quality, or SERVQUAL.
- Discover how marketers understand what customer expectations are and manage them through various means including relationship marketing.
- Explain the importance and impact of customer experiences and establish the relationship between experiences, culture, and customer loyalty.
- Introduce the service design process and the importance of establishing customer-based standards for services.
- Explore the importance of the service environment and the physical evidence of services in setting and managing customer expectations.
- Consider the importance of employees as agents of service and how their engagement and morale impacts service quality.
- Assess the impact of service failure on customer satisfaction and review the service recovery paradox, learning when it does and doesn’t apply.
- Emphasize the connection between culture and service quality and examine the financial impact of exceptional service on corporate performance.
About the Authors
Jerry Rackley, MBA
Jerry Rackley, MBA is Executive-in-Residence in the Marketing and International Business department at the Spears School of Business, Oklahoma State University. He recently earned his MBA in Marketing with Honors from Southeastern Oklahoma State University. His diverse marketing background includes 35 years of experience at some of the world’s largest companies, as well as many start-up organizations. He continues to serve as a marketing consultant, which enables him to bring a rich, current, and practical marketing perspective into the classroom. Rackley is the author of Marketing Analytics Roadmap: Methods, Metrics, and Tools. He resides in Stillwater, Oklahoma.
Dr. Maribeth Kuzmeski
Dr. Maribeth Kuzmeski is an Assistant Professor of Practice for the School of Marketing and International Business in the Spears School of Business at Oklahoma State University. She is a sought-after speaker who is rated a Top 25 C-Suite Speaker by Meetings & Conventions Magazine. She has consulted and worked with Fortune 500 companies, entrepreneurial-minded corporations, financial services firms and state agencies through her Chicago-based firm, Red Zone Marketing, Inc. Maribeth has a bachelor’s degree from the Newhouse School of Public Communications at Syracuse University, an MBA from The George Washington University, and a PhD in Business Administration from Oklahoma State University.
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