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| Source: NUS. Cover, Winning in Service Markets. |
Professor Wirtz has adapted his globally leading textbook – Services Marketing: People, Technology, Strategy (8th edition) for industry practitioners. Targeted towards service organisations, the new publication provides comprehensive coverage of the latest academic research and its implications for best-practice service management and marketing across multiple services sector industries.
The secret to winning in service markets is summarised into a five-part framework for readers. With the whole service-profit chain in mind, organisations can cultivate a shared service climate, culture and leadership by:
1. Understanding the power of design and packages of “intangible” benefits and products for employees;
2. Investing in high quality service operations and customer information management processes;
3. Grooming a pool of motivated and competent frontline employees;
4. Building and maintaining a loyal and profitable customer base; and
5. Developing and implementing a coherent service strategy to transform assets into improved business performance.
“Consumers today are more knowledgeable and sophisticated than ever before. Service organisations need to keep up by creating memorable customer service experiences in order to build brand loyalty,” says Professor Wirtz. “Through this book, I hope to help transform the service sector into one that creates value for both customers and employees whilst balancing profitability and growth.”
Jan Swartz, President, Princess Cruises, called the publication a “highly practical book” that is recommended for everyone working in a service organisation. She said, “I love the comprehensive coverage of services marketing and rigour. Also, it is easy to read and full of interesting, best practice examples.”
Professor Wirtz is recognised globally for his excellence in teaching and research with over 40 awards. He holds a Ph.D. in services marketing from the London Business School and his research has been published in some 100 academic journal articles and 130 conference presentations. He has published over 10 books and is an active management consultant in the areas of strategy, business development and customer feedback systems.
The secret to winning in service markets is summarised into a five-part framework for readers. With the whole service-profit chain in mind, organisations can cultivate a shared service climate, culture and leadership by:
1. Understanding the power of design and packages of “intangible” benefits and products for employees;
2. Investing in high quality service operations and customer information management processes;
3. Grooming a pool of motivated and competent frontline employees;
4. Building and maintaining a loyal and profitable customer base; and
5. Developing and implementing a coherent service strategy to transform assets into improved business performance.
“Consumers today are more knowledgeable and sophisticated than ever before. Service organisations need to keep up by creating memorable customer service experiences in order to build brand loyalty,” says Professor Wirtz. “Through this book, I hope to help transform the service sector into one that creates value for both customers and employees whilst balancing profitability and growth.”
Jan Swartz, President, Princess Cruises, called the publication a “highly practical book” that is recommended for everyone working in a service organisation. She said, “I love the comprehensive coverage of services marketing and rigour. Also, it is easy to read and full of interesting, best practice examples.”
Professor Wirtz is recognised globally for his excellence in teaching and research with over 40 awards. He holds a Ph.D. in services marketing from the London Business School and his research has been published in some 100 academic journal articles and 130 conference presentations. He has published over 10 books and is an active management consultant in the areas of strategy, business development and customer feedback systems.
Interested?
Winning in Service Markets is published by World Scientific Publishing and is available for purchase on Amazon and leading book stores. The Kindle version costs US$23.49. Key chapters are also available as standalone publications in e-book and paperback form. Read the abstract
