Jochen Wirtz - Services Marketing: People, Technology, Strategy

Published by

World Scientific Publishing Co. Inc.

27 Warren Street, Suite 401-402, Hackensack, NJ 07601, USA

Head office: 5 Toh Tuck Link, Singapore 596224

UK office: 57 Shelton Street, Covent Garden, London WC2H 9HE

Library of Congress Cataloging-in-Publication Data

Names: Lovelock, Christopher H., author. | Wirtz, Jochen, author.

Title: Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock.

Description: Ninth edition. | New Jersey : World Scientific, [2022] | Includes bibliographical references and index.

Identifiers: LCCN 2021023736 | ISBN 9781944659790 (hardcover) | ISBN 9781944659820 (paperback) | ISBN 9781944659806 (ebook) | ISBN 9781944659813 (ebook other)

Subjects: LCSH: Marketing--Management. | Professions--Marketing. | Service industries--Marketing. | Customer services--Marketing.

Classification: LCC HF5415.13 .L5883 2022 | DDC 658.8--dc23

LC record available at https://lccn.loc.gov/2021023736

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library.

Copyright 2022 by Jochen Wirtz & Christopher Lovelock

All rights reserved.

For any available supplementary material, please visit

https://www.worldscientific.com/worldscibooks/10.1142/Y0024#t=suppl

Desk Editors: Jiang Yulin/Lai Ann

Design and layout: Loo Chuan Ming

Printed in Singapore

To Jeannette, the light of my life, for your love and support, and all the fun and laughter.

JW

Brief Contents

About the Authors

Preface

Acknowledgments

Contents

Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). He is also an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, USA. Previously, Professor Wirtz was the founding director of the dual degree UCLANUS Executive MBA Program from 2002 to 2014, an Associate Fellow at the Sad Business School, University of Oxford from 2008 to 2013, and a founding member of the NUS Teaching Academy (the NUS think tank on education matters) from 2009 to 2015.

Professor Wirtz holds a PhD in services marketing from London Business School. His research focuses on services marketing and has been published in over 300 academic articles, book chapters, and industry reports. He is an author of more than 20 books, including Services Marketing People, Technology, Strategy (World Scientific, 9th edition, 2022) and Essentials of Services Marketing (Prentice Hall, 4th edition, 2022), which have become two of the worlds leading services marketing textbooks, translated and adapted for more than 26 countries and regions, and with combined sales of some 1 million copies. His other books include Intelligent Automation: Learn How to Harness Artificial Intelligence to Boost Business & Make Our World More Human (2021) and Winning in Service Markets (World Scientific, 2017).

In recognition of his excellence in teaching and research, Professor Wirtz has received more than 50 awards, including the prestigious Christopher Lovelock Career Contributions to the Services Discipline Award in 2019 (the highest recognition of the American Marketing Association (AMA) service community), the Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally), and the top university-level Outstanding Educator Award at NUS. He was also the winner of the inaugural Outstanding Service Researcher Award 2010, and the Best Practical Implications Award 2009, both by Emerald Group Publications. He serves on the editorial review boards of more than 10 academic journals, including the Journal of Service Management, Journal of Service Research, and Cornell Hospitality Quarterly. Professor Wirtz hosted the American Marketing Associations Frontiers in Services Conference in 2019 and the SERVSIG Conference in 2005.

Professor Wirtz has been an active management consultant, working with international consulting firms including Accenture, Arthur D. Little, and KPMG, and major service firms in the areas of strategy, business development, and customer feedback systems. He has been involved in a number of start-ups including Accellion (Accellion.com; exit in 2020) and TranscribeMe (TranscribeMe.com). Originally from Germany, Professor Wirtz spent 7 years in London before moving to Asia. Today, he shuttles between Asia, the United States, and Europe. For further information, see JochenWirtz.com.

The late Christopher Lovelock was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers all around the world, with a particular focus on strategic planning in services and mana g ing t he c us tomer experience.

He obtained a BCom and an MA in economics from the University of Edinburgh, an MBA from Harvard, and a PhD from Stanford. Professor Lovelocks distinguished academic career included 11 years on the faculty of Harvard Business School, and 2 years as a visiting professor at IMD in Switzerland. He has also held faculty appointments at Berkeley, Stanford, and the Sloan School at Massachusetts Institute of Technology (MIT), as well as visiting professorships at INSEAD in France and the University of Queensland in Australia. He was the author of more than 60 articles, 100 teaching cases, and 27 books. Widely acknowledged as a thought leader in services, Professor Lovelock was honored by the American Marketing Associations (AMA) prestigious Award for Career Contributions in the Services Discipline. This award has been renamed the Christopher Lovelock Career Contributions to the Services Discipline Award in his honor. His article with Evert Gummesson Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives won the AMAs Best Services Article Award in 2005. Earlier, he received a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he had twice won top honors in the Business Weeks European Case of the Year Award.

Services dominate the expanding world economy like never before, and technology continues to evolve in dramatic ways. Established industries and their often famous and old companies decline, and may even disappear, as new business models and industries emerge. Competitive activity is fierce. This book has been written in response to the global transformation of our economies to services. Clearly, the skills in marketing and managing services have never been more important!

Creating and marketing value in todays increasingly service and knowledge-intensive economy requires an understanding of the powerful design and packaging of intangible benefits and products, high-quality service operations and enabling technologies, motivated and competent frontline employees, a loyal and profitable customer base, and the development and implementation of a coherent service strategy to transform these assets into improved business performance. This textbook provides this knowledge. Specifically, its main objectives are to: