Study guide compiled by:
Dr N de Klerk
=Page layout by Elsabe Strydom, graphikos.
Printing arrangements and distribution by Department Logistics (Distribution Centre).
Printed by The Platinum Press (018) 299 4226.
Copyright ( 2012 edition. Date of revision 2012.
North-West University, Potchefstroom Campus.
No part of this book may be reproduced in any form or by any means without written permission from the publisher.
Word of welcomevi
How to studyvii
The prescribed textbook isxii
Warning against plagiarismxv
Study unit 1What is service marketing?1
1.2What are services?2
1.3Why services marketing?3
1.4Service and technology4
1.5Characteristics of services compared to goods6
1.6Services marketing mix?8
1.7Staying focused on the customer?9
1.10Read the case study on p.153 in the study guide and answer the following questions.11
Study unit 2Service quality13
2.2The customer gap14
2.3Customer expectations of service18
2.4Meaning and types of service expectations18
2.5Customer perceptions of service20
2.7Discussion questions, exercise & case study28
2.8Discussion questions, exercise & case study33
2.9Discussion questions, exercise & case study35
Study unit 3Listening to customers through research41
3.2Using marketing research to understand customer expectations42 3.3Elements in an effective services marketing research program44 3.4Summary46
Study unit 4Building customer relationships49
4.3Relationship value of customers53
4.4Customer profitability segments54
Study unit 5Service recovery61
5.2The impact of service failure and recovery62
5.3How customers respond to service failures64
5.4Customers’ recovery expectations65
5.5Switching versus staying following service recovery66
5.6Service recovery strategies67
5.10Case study: Jet blue: High-flying airline melts down in ice storm70
Study unit 6Service innovation and design75
6.2Challenges of service innovation and design76
6.3New service development processes77
6.4Types of service innovations77
6.5Stages in service innovation and development78
6.10Case study: Shouldice hospital limited86
Study unit 7Managing people91
7.2Employees roles in service delivery92
7.3Customers’ roles in service delivery98
7.5Discussion questions, exercises and case studies103
Study unit 8Delivering service through intermediaries and electronic channels...