The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loyalty, customer-centered metrics, managing customer contacts, product and pricing, digital service marketing, rethinking the marketing function, and service for society. This book, which includes authors from both academia and industry, will provide academics with an invaluable current view of the field and practitioners with a window into the latest academic thinking. With chapters from internationally renowned contributors, this comprehensive yet concise Handbook will appeal to service marketing academics, researchers and service practitioners.
Contents: PART I: INTRODUCTION 1. Service Marketing Research: Emerging Directions Roland T. Rust and Ming-Hui Huang PART II: CUSTOMER RELATIONSHIPS AND LOYALTY 2. Building Long-Term Relationships between Service Organizations and Customers Ruth N. Bolton and Ranjit M. Christopher 3. Loyalty: Variations on a Theme Lerzan Aksoy, Timothy L. Keiningham and Richard L. Oliver 4. A Comparison of Relationship Marketing Models Tracey S. Dagger and Peter S. Danaher 5. Loyalty: Its Biogenic, Psychological and Social Origins: Answering the Question of 'Why Y?'" Richard L. Oliver 6. Customer Engagement: A New Frontier in Customer Value Management Sander F.M. Beckers, Hans Risselada and Peter C. Verhoef PART III: CUSTOMER-CENTERED METRICS 7. Customer-Based Valuation: Similarities and Differences to Traditional Discounted Cash Flow Models Bernd Skiera and Christian Schulze 8. CRM Metrics and Strategies to Enhance Performance in Service Industries V. Kumar, Nita Umashankar and Jee Won (Brianna) Choi 9. It's Not Your Score that Matters: The Importance of Relative Metrics Timothy L. Keiningham, Lerzan Aksoy, Arne De Keyser, Bart Lariviere, Alexander Buoye and Luke Williams 10. The Satisfaction Profit Chain Carly Frennea, Vikas Mittal and Robert A. Westbrook PART IV: MANAGING CUSTOMER CONTACTS 11. Service Encounters in Service Marketing Research Mary Jo Bitner and Helen Si Wang 12. Frontline Employees and Performance: Optimizing the Frontline, Maximizing the Bottom Line Sandra Streukens and Tor W. Andreassen 13. Are You (Appropriately) Experienced?: Service-Sales Ambidexterity Ko de Ruyter, Paul Patterson and Ting Yu PART V: PRODUCT AND PRICING 14. The Pricing of Services Steven M. Shugan 15. Marketing Innovation: Probabilistic Goods and Probabilistic Selling Jinhong Xie and Scott Fay 16. New Service Development from the Perspective of Value Co-Creation in a Service System Bo Edvardsson, Anders Gustafsson, Per Kristensson, Bard Tronvoll and Lars Witell 17. Hybrid Offerings: Research Avenues for Implementing Service Growth Strategies Werner Reinartz and Wolfgang Ulaga PART VI: DIGITAL SERVICE MARKETING 18. Adaptive Personalization of Mobile Information Services Tuck Siong Chung and Michel Wedel 19. It's the Social, Stupid!: Leveraging the 4C Markers of Social in Online Service Delivery Ko de Ruyter and Tom van Laer 20. A Meta-Analytic Investigation of the Antecedents of Digital Privacy Steven A. Taylor, Chiharu Ishida and Horace Melton PART VII: RETHINKING THE MARKETING FUNCTION 21. Rethinking the Roles of Marketing and Operations: A Service Ecosystem View Stephen L. Vargo, Robert F. Lusch and Melissa Archpru Akaka 22. Marketing: A Service Science and Arts Perspective Jim Spohrer, Stephen K. Kwan and Raymond P. Fisk 23. Hospitality Marketing and Branding Research Chekitan Dev PART VIII: SERVICE FOR SOCIETY 24. Transformative Service Research: An Emerging Sub-Field Focusing on Service and Wellbeing Amy L. Ostrom, Daniele Mathras and Laurel Anderson 25. Creating Social Value through Citizen Co-Creation P.K. Kannan Index
