Handbook of Service Marketing Research

Edited by Roland T. Rust, University of Maryland, College Park, US and Ming-Hui Huang, National Taiwan University, Taiwan

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.'

• Contents:PART I: INTRODUCTION1. Service Marketing Research: Emerging DirectionsRoland T. Rust and Ming-Hui HuangPART II: CUSTOMER RELATIONSHIPS AND LOYALTY2. Building Long-Term Relationships between Service Organizations and CustomersRuth N. Bolton and Ranjit M. Christopher3. Loyalty: Its Many Sources and VariationsLerzan Aksoy, Timothy L. Keiningham and Richard L. Oliver4. A Comparison of Relationship Marketing ModelsTracey S. Dagger and Peter S. Danaher5. Loyalty: Its Biogenic, Psychological and Social Origins: Answering the Question of ‘Why Y?’”Richard L. Oliver6. Customer Engagement: A New Frontier in Customer Value ManagementSander F.M. Beckers, Hans Risselada and Peter C. VerhoefPART III: CUSTOMER-CENTERED METRICS7. Customer-Based Valuation: Similarities and Differences to Traditional Discounted Cash Flow ModelsBernd Skiera and Christian Schulze8. CRM Metrics and Strategies to Enhance Performance in Service IndustriesV. Kumar, Nita Umashankar and Jee Won (Brianna) Choi9. It’s Not Your Score that Matters: The Importance of Relative MetricsTimothy L. Keiningham, Lerzan Aksoy, Arne De Keyser, Bart Larivière, Alexander Buoye and Luke Williams10. The Satisfaction Profit ChainCarly Frennea, Vikas Mittal and Robert A. WestbrookPART IV: MANAGING CUSTOMER CONTACTS11. Service Encounters in Service Marketing ResearchMary Jo Bitner and Helen Si Wang12. Frontline Employees and Performance: Optimizing the Frontline, Maximizing the Bottom LineSandra Streukens and Tor W. Andreassen13. Are You (Appropriately) Experienced?: Service-Sales AmbidexterityKo de Ruyter, Paul Patterson and Ting YuPART V: PRODUCT AND PRICING14. The Pricing of ServicesSteven M. Shugan15. Marketing Innovation: Probabilistic Goods and Probabilistic SellingJinhong Xie and Scott Fay16. New Service Development from the Perspective of Value Co-Creation in a Service SystemBo Edvardsson, Anders Gustafsson, Per Kristensson, Bard Tronvoll and Lars Witell17. Hybrid Offerings: Research Avenues for Implementing Service Growth StrategiesWerner Reinartz and Wolfgang UlagaPART VI: DIGITAL SERVICE MARKETING18. Adaptive Personalization of Mobile Information ServicesTuck Siong Chung and Michel Wedel19. It’s the Social, Stupid!: Leveraging the 4C Markers of Social in Online Service DeliveryKo de Ruyter and Tom van Laer20. A Meta-Analytic Investigation of the Antecedents of Digital PrivacySteven A. Taylor, Chiharu Ishida and Horace Melton PART VII: RETHINKING THE MARKETING FUNCTION21. Rethinking the Roles of Marketing and Operations: A Service Ecosystem ViewStephen L. Vargo, Robert F. Lusch and Melissa Archpru Akaka22. Marketing: A Service Science and Arts PerspectiveJim Spohrer, Stephen K. Kwan and Raymond P. Fisk23. Hospitality Marketing and Branding Research: Insights from a Specific Service ContextChekitan Dev PART VIII: SERVICE FOR SOCIETY24. Transformative Service Research: An Emerging Sub-Field Focusing on Service and Well-beingAmy L. Ostrom, Daniele Mathras and Laurel Anderson25. Creating Social Value through Citizen Co-CreationP.K. KannanIndex