The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 20: Service Marketing and Management: Capacity as a Strategic Marketing Variable
Service Marketing and Management: Capacity as a Strategic Marketing Variable
Overview of This Chapter: Marketing with Capacity Constraints
We start this chapter with the classical discussion of whether service marketing is different from the marketing of manufactured and extractive (e.g., agriculture, fishing, mining) goods. We conclude that although philosophical debates are inconclusive, certain problems are prevalent for service providers. One of those problems, faced by many but not all service providers, is the problem of coordinating marketing and operations. This problem is often made difficult by the presence of capacity constraints. We devote this chapter to the topic of marketing with capacity constraints.
After that general discussion, we argue that both service quality and service strategy are integrally ...