Services Marketing: Concepts, Strategies, & Cases 5th Edition Douglas Hoffman, John Bateson - Solutions

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What are the main transformation waves the National Library Board (NLB)has gone through?
View https://www.youtube.com/watch?v=6ZOWrb39xLo (Making every journey personal | Singapore Airlines) and discuss how such videos might be perceived by SIA cabin crew.
How do people feel if they are working in a culture that focuses so intensely on customers but cuts costs to the bone internally?
Some of SIA’s human resources practices would be frowned upon in the United States and Europe (e.g., having cabin crew on time-based contracts that are renewable every 5 years). Is this fair competition(i.e., desired competition between regulatory frameworks, as was favored by Margaret Thatcher,
Why do you think US full-service airlines are largely undifferentiated low-quality providers? What are the reasons that none of the full-service airlines positioned itself and delivers as a high service quality provider?
Despite evidence that such practices help service firms achieve higher company performance, many organizations have not managed to execute them as effectively. Why do you think that is the case?
Evaluate the effectiveness of each element’s contribution toward SIA’s leadership in service excellence and cost-effectiveness.
Describe what is so special about Singapore Airlines’ (SIA) five elements of its successful human resources practices.
As Dr. Shouldice, what actions, if any, would you like to take to expand the hospital’s capacity and how would you implement such changes?
Define the service model for Shouldice. How does each of its elements contribute to the hospital’s success?
What is the market for this service? How successful is Shouldice Hospital?
What are the strengths of human frontline personnel in comparison to AI-powered SST? What type of services should be delivered by the bank’s employees? Does the profitability of these services play a role? What other considerations might be important?
What role does relationship management play for the implementation of AI-powered service delivery?
How can customers be enticed to try and ultimately routinely use these new delivery channels? Does the bank need to segment customers based on their ability and willingness to adopt these smart delivery channels? Does the profitability of customers play a role?
Is there a difference between traditional SST, AI-powered SST, and service robots? Is there still a place for traditional SST?
For which types of service are artificial intelligence (AI)-powered self-service technologies (SSTs) and service robots best suited and why?
In planning for future expansion, what criteria should Paul Walters use to select franchisees as potential multi-unit operators?
From a franchisee’s perspective, what is the advantage offered by belonging to the Aussie Pooch Mobile’s (APM) franchise rather than going it alone?
Compare and contrast the tasks involved in recruiting new customers and recruiting new franchisees.
What action should Cherita Howard take and why?
What are the key considerations facing the hotel as it reviews the booking requests from the West Indies Cricket Board?1
Identify the various market segments currently served by the hotel. What are the pros and cons of seeking to serve customers from several segments?
What factors lead to variations in demand for rooms at a hotel such as the Accra Beach?
What do you think about the discounts that are being offered? What recommendations would you give?
It seems that people take longer when they’re seated by a window. What sorts of things could be done with this information?
Consider the variation in server performance. Based on this, what would you suggest that Shirley recommend?
How is The View doing? How can you tell? Be sure to back up your answer with the data.
Brainstorm as to how other service companies might get customers to play a more active role (rather than passive) in the service experience.
What role does culture and leadership play in the success of the Kiwi Experience?
How does Kiwi Experience maintain a continual customer focus?
Its customers and drivers were multihoming (i.e., they signed up with its competitors). Should Uber have aimed at exclusivity (i.e., a 100% share-of-wallet) or was it more realistic to aim to become the preferred provider with a high share-of-wallet?
How should Uber have competed with Lyft and other providers? Was the two-sided price competition(i.e., incentivizing drivers and riders alike to join and use its services) the right approach? How else could Uber have enhanced its competitive position?
How could Uber retain its dominant position in the US market? Are there services and/or geographic niche markets where Uber should have accommodated Lyft?
Why might Chanel take a traditionalist approach to the servicescape and service encounter, while competitors such as Dior and Saint Laurent embrace digitization and online sales? Do you agree with the approaches these companies take?
Did Bottega Veneta do the right thing by exiting social media platforms to focus on its in-store servicescape, or is it futile to try to resist increased digitization?
What makes luxury services so special that digitizing customer interactions has to be done with care?
Contrast your own dental care experiences with those offered by Dr. Beckett’s practice. What differences do you see? Based on your review of this case, what advice would you give to (a) your current or former dentist, and (b) Dr. Beckett?
What supplementary services are offered? How do they enhance service delivery?
How do Dr. Beckett and her staff educate patients about the service they are receiving? What else could they do?
Why do people dislike going to the dentist? Do you feel Dr. Beckett has addressed this problem effectively?
Which of the seven elements of the services marketing mix are addressed in this case? Give examples of each “P” you identify.
What advice would you give to Carol Sullivan-Diaz?
From a consumer’s perspective, what useful parallels do you see between operating a car sales and service dealership, and operating health services?
Compare the sales and service departments at Auto World.
How does marketing cars differ from marketing service for those same vehicles?
Based on all you’ve learned from this book, what do you believe are the key drivers of success for service organizations? Try and develop an integrative causal model that explains the important drivers of success for a service organization.
Explore a service operation in-depth and assess whether and how the three operations management tools of (1) buffering and industrializing the back office, and shifting activities from the front office to the back office; (2) modularizing service in the front office; and (3) deployment of
Select a company you know well, and obtain additional information from a literature review, website, company publication, blog, and so on.Evaluate the company on as many dimensions of service performance as you can, identifying where you believe it fits on the service performance spectrum shown in
Think about a service industry where you use more than one firm (examples might include ride sharing, fast food restaurants, and grocery retailers). Evaluate the firms you use based upon how well they satisfy your needs and then estimate the percentage of your spending with each of these firms.
Identify the factors needed to make service teams successful in (a) an airline, (b) a restaurant, and(c) a customer contact center. What are the factors that favor a strategy of employee empowerment?
What can a service firm do to become a preferred employer and, as a result, receive a large number of applications from the best potential candidates in the labor market?
List five ways in which investment in selecting and hiring, training, and ongoing motivation has a positive impact on customer satisfaction for organizations like (a) a restaurant, (b) an airline,(c) a hospital, and (d) a consulting firm.
There is a trend of service delivery moving from high contact to low contact. Are service employees still important in low-contact services? Explain.
Why are service employees so important for service firms?
What tools are available for aiding our understanding of customer responses and guiding the design and improvement of service environments?
What are the implications of the fact that environments are perceived holistically?
Explain the dimensions of ambient conditions and how each can influence customer responses to the service environment.
Why can it happen that different customers and service staff respond vastly different to the same service environment?
Describe how the Stimulus–Organism–Response(SOR) model, together with the valence and intensity model of affect, explain consumer responses to a service environment.
What actions can firms take to adjust demand to match capacity more closely?
What actions can firms take to adjust capacity to be more closely matched to demand?
What type of services will be increasingly provided by service robots, service employees, and service employee–robot teams?
What are the likely implications of service robots on customer service processes?
Explain what factors make customers like and dislike self-service technologies (SSTs), online services, apps, artificial intelligence (AI), and service robotdelivered services.
Why is it necessary to periodically redesign service processes, and what are the typical symptoms of a service process that is not working well?
How does blueprinting help us better understand the service process from the perspective of key actors(i.e., customers and employees from different service departments and functional areas) in a serviced process?
What are potential ways to implement integrated marketing communications (IMC)?
What roles do personal selling, advertising, and public relations (PR) play in (a) attracting new customers and (b) retaining existing customers?
Why is the marketing communications mix larger for service firms compared to firms that market goods?
What are some challenges in service communications and how can they be overcome?
What can you learn from the Service Marketing Communications Funnel?
Who are the three broad target audiences of service communications?
How can we charge different prices to different segments without customers feeling cheated? How can we even charge the same customer different prices at different times, contexts, and/or occasions, and at the same time be seen as fair?
Why are ethical concerns important issues when designing service pricing and revenue management strategies? What are potential consumer responses to service pricing or policies that are perceived as unfair?
What is revenue management, how does it work, and what type of service operations benefit most from good revenue management systems and why?
What is the role of nonmonetary costs in a pricing strategy, and how do they relate to the consumer’s value perceptions?
How can the pricing tripod approach be useful to come to a good pricing point for a particular service?
Why is the pricing of services more difficult as compared to the pricing of goods?
What factors do service companies need to understand to choose a distribution strategy for going international that still allows it to control its intellectual property (IP) and sources of value creation?
How does the nature of the service affect the opportunities for globalization?
What can service marketers who are planning transnational strategies learn from studying existing practices within the United States?
What risks and opportunities are entailed for a retail service firm in adding electronic channels of delivery (a) paralleling a channel involving physical stores or (b) replacing the physical stores with a combined Internet and call center channel?
What are the key factors driving place and time decisions of service distribution?
What are the different options for service delivery?For each of the options, what factors do service firms need to take into account when using it?
Describe what is meant by positioning strategy and how do the market, customer, internal, and competitive analyses relate to positioning strategy?
Do the 3 Cs and STP apply to digital services and platforms? Are there differences to how positioning works for them?
Why should service firms focus their efforts?Describe the basic focus strategies and give examples of how they work.
How are service levels of determinant attributes related to positioning services?
In segmentation, what are the most common bases to use? Provide examples for each of these bases.
What are the five powerful forces that are transforming the service landscape and what impact do they have on the service economy?
Is it possible for an economy to be almost entirely based on services? Is it a sign of weakness when a national economy manufactures few of the goods that it consumes?
What types of services do you think are (a) most affected and (b) least affected by the problem of variable inputs and outputs? Why?
Why do the marketing, operations, human resources, and information technology (IT) functions need to be closely coordinated in service organizations?
Visit the websites of the following national statistical bureaus: U.S. Bureau of Economic Analysis (www.bea.gov), Eurostat (https://ec.europa.eu/eurostat), and the respective websites for your country if they are not covered here. In each instance, obtain data on the latest trends in services as
Review IBM’s annual report, www.ibm.com/annualreport; recent quarterly reports, www.ibm.com/investor; and other information on its website describing its different businesses. What conclusions can you draw about future opportunities in different markets? What do you see as competitive threats?
Explain how concepts in Chapter 1 are relevant to the marketing of a religious institution, or a nonprofit organization such as World Wildlife Fund.
Choose a service you are familiar with and create a diagram that represents the servuction system.Define the “front-stage” and “back-stage” activities.
What are the five dimensions of service quality?
Utilizing the servuction model, describe your classroom experience.
How would your servuction model, discussed in question 4, change as you describe the experience at a local restaurant?

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Services Marketing: Concepts, Strategies, & Cases 5th Edition Douglas Hoffman, John Bateson - Solutions

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