1 80-131-01 Marketing des services Hiver 2006 : J01 Chebat,Jean-Charles Présentation Objectifs 1. Comprendre la spécificité des services par opposition aux produits 2. Comprendre les mécanismes cognitifs et affectifs des consommateurs de services 3. Maîtriser les modèles de gestion du marketing des services 4. Identifier les variables clés de la qualité, valeur et fidélité et leurs antécédents respectifs. Approche pédagogique 1. Exposés théoriques du professeur 2. Articles de recherche présentés par le professeur 3. Articles de recherche présentés par les étudiants 4. Revue de la littérature faite par les étudiants Coordonnées Professeur : Jean-Charles Chebat Bureau : Chaire de recherche GECSeC Courriel : [email protected] Téléphone : (514) 340-6846 Matériel pédagogique Références bibliographiques Recueil d'articles no 80131C Obligatoire (disponible à la Coop HEC) Travaux et examens Travail de semestre (40%) 1. Choisissez un problème spécifique de marketing de services : Exemple : valeur du temps de magasinage; effets des facteurs environnementaux du lieu de services sur les consommateurs hédonistes vs. utilitariens; relation qualité-fidélité, etc. 2. Identifiez les études publiées sur ce sujet à la fois dans des revues d'affaires et de revues de recherche. 3. Identifiez des variables analysées dans les articles 4. Mettez en valeur les relations entre ces variables 5. Construisez un modèle reflétant la littérature analysée 6. Proposez des solutions : gestion du marketing et recherche Présentation individuelle du travail de semestre (10%) Examen final (30%) Présentation d'articles en classe (10%) Participation en classe (10%) Plagiat Les étudiants sont priés de lire l'article 12 des règlements des programmes de HEC Montréal sur le plagiat et de noter les formes multiples que prend le plagiat (12.1) et les sanctions qui peuvent aller jusqu'à l'exclusion de l'École (12.2). Toute infraction sera signalée au comité des programmes, qui analysera la situation et les circonstances et décidera de la sanction à appliquer. Liste des séances Séance 1 : Introduction : Session d'organisation des séances suivantes (11 janvier) Ressources générales Grille de correction du travail de semestre Grille de correction pour la présentation orale Notes biographiques du professeur Séance 2 : Dimensions cognitives des services (18 janvier) Séance 3 : Émotions et services (25 janvier) Lectures Rust, Roland T.; Lemon, Katherine N.; and Zeithaml, Valarie A. "Return on Marketing: Using Customer Equity to Focus Marketing Strategy", Journal of Marketing, Vol. 68 (January), 2004, 109-127. Teas, R. Kenneth, and DeCarlo, Tomas E. "An Examination and Extension of the Zoneof-Tolerance Model. A Comparison to Performance-Based Models of Perceived Quality", Journal of Service Research, Vol. 6 (3), 2004, 272-286. Keiningham, Timothy L.; Perkins-Munn, Tiffany; and Evans, Heather. "The Impact of Customer Satisfaction on Share-of-Wallet in a Business-to-Business Environment", Journal of Service Research, Vol. 6 (1), 2003, 37-50. Rust, Roland T.; Moorman, Christine; and Dickson, Peter R. "Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?", Journal of Marketing, Vol. 66 (October), 2002, 7-24. Berry, Leonard L.; Seiders, Kathleen; and Grewal, Dhruv. "Understanding Service Convenience", Journal of Marketing, Vol. 66 (July), 2002, 1-17. Rust, Roland T.; Zahorik, Anthony; and Keiningham, Timothy L. "Return on Quality (ROQ): Making Service Quality Financially Accountable", Journal of Marketing, Vol. 59 (April), 1995, 58-70. Séance 4 : Atmospherics (1er février) Lectures Chebat, Jean-Charles ; Dubé, Laurette ; Marquis, Marie. « Individual Differences in Circadian Variations of Consumers' Emotional State », Perceptual and Motor Skills, Vol. 84, 1997, 1075-1086. Dubé, Laurette ; Maute, Manfred. « The Antecedents of Brand Switching, Brand Loyalty and Verbal Responses to Service Failure », Advances in Services Marketing and Management, Vol. 5, 1996, 127-151. Hui, Michael K. ; Bateson, John E.G. « Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience », Journal of Consumer Research, Vol. 18, septembre 1991, 174-185. Russell, James A.; Pratt, Geraldine. « A Description of the Affective Quality Attributed to Environments », Journal of Personality and Social Psychology, Vol. 38(2), 1980, 311322. Taylor, Shirley. « The Role of Affective States and Locus of Attribution in Evaluation of Service », Canadian Journal of Administrative Sciences, Vol. 13(3), 1996, 216-225. Séance 5 : Service encounters (8 février) Lectures Haytko, Diana L.; and Baker, Julie. "It's All at the Mall: Exploring Adolescent Girls' Experiences", Journal of Retailing, Vol. 80, 2004, 67-83. Bloch, Peter H.; Ridgway, Nancy M.; and Dawson, Scott A. "The Shopping Mall as Consumer Habitat", Journal of Retailing, Vol. 70 (1), 1994, 23-42. Areni, Charles. "Examining Managers' Theories of How Atmospheric Music Affects Perception, Behavior and Financial Performance", Journal of Retailing and Consumer Services, Vol.10, 2003, 263-274. Michon, Richard; Chebat, Jean-Charles; and Turley, L.W. "Mall Atmospherics: The Interaction Effects of the Mall Environment on Shopping Behavior", Journal of Business Research, Vol. x, 2004, xxx Article in Press. Michon, Richard; and Chebat, Jean-Charles. "Cross-Cultural Mall Shopping Values and Habitats. A Comparison Between English-and French-Speaking Canadians", Journal of Business Research, Vol. 57, 2004, 883-892. En réserve à la bibliothèque Arnold, Mark J.; and Reynolds, Kristy E. "Hedonic Shopping Motivations" Journal of Retailing, Vol. 79, 2003, 77-95. Séance 6 : Attentes et délais (15 février) Lectures Raajpoot, Nusser. "Reconceptualizing Service Encounter Quality in a Non-Western Context", Journal of Service Research, Vol. 7 (2), 2004, 181-201. Fruchter, Gila E.; and Sigué, Simon Pierre. "Managing Relational Exchanges" Journal of Service Research, Vol. 7 (2), 2004, 142-154. Simpson, Patricia A.; and Stroh, Linda K. "Gender Differences: Emotional Expression And Feelings of Personal Inauthenticity", Journal of Applied Psychology, Vol. 89 (4), 2004, 715-721. Van Dolen, Willemijn; Lemmink, Jos; De Ruyter, Ko; and De Jong, Ad. "Customer-Sales Employee Encounters: A Dyadic Perspective", Journal of Retailing, Vol. 78, 2002, 265279. Mattila, Anna S.; Grandey, Alicia A.; and Fisk, Glenda M. "The Interplay of Gender and Affective Tone in Service Encounter Satisfaction" Journal of Service Research, Vol. 6 (2), 2003, 136-143. Mattila, Anna S.; and Enz, Cathy A. "The Role of Emotions in Service Encounters" Journal of Service Research, Vol. 4 (4), 2002, 268-277. Séance 7 : Plaintes et garanties (magistral) 22 février Lectures Chebat, Jean-Charles; Filiatrault, Pierre; Gélinas-Chebat, Claire. « Impact of Waiting Attribution and Consumer's Mood on Perceived Quality », Journal of Business Research, Vol. 43, 1995, 191-196. Dabholkar, Pratibha, and Bagozzi, Richard. "An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and situational Factors", Journal of the Academy of Marketing Science, Vol. 30 (3), 2002, 184-201. Rafaeli, Anat; Barron, Greg; and Haber, Keren. "The Effects of Queue Structure on Attitudes", Journal of Service Research, Vol. 5 (2), 2002, 125-139. Kellaris, James J.; and Kent, Robert J. "The Influence of Music on Consumers' Temporal Perceptions: Does Time Fly when You're Having Fun?", Journal of Consumer Psychology, Vol. 1 (4), 1992, 365-376. Antonides, Gerrit; Verhoef, Peter C.; Van Aalst, Marcel. "Consumer Perception and Evaluation of Waiting Time: A Field Experiment", Journal of Consumer Psychology, Vol. 12 (3), 2002, 193-202. Taylor, Shirley. « The Effects of Filled Waiting Time and Service Provider Control Over the Delay on Evaluations of Service », Journal of the Academy of Marketing Science, Vol. 23(1), hiver 1995, 38-48. Séance 8 : Plaintes et garanties (suite: discussion des articles) 8 mars Lectures Wirtz, Jochen; and Mattila, Anna S. "Consumer Responses to Compensation, Speed of Recovery and Apology After a Service Failure", International Journal of Service Industry Management, Vol. 15 (2), 2004, 150-166. Mattila, Anna S. "The Impact of Service Failures on Customer Loyalty", International Journal of Service Industry Management, Vol. 15 (2), 2004, 134-149. Zeelenberg, Marcel, and Pieters, Rik. "Beyond Valence in Customer Dissatisfaction: A Review and New Findings on Behavioral Responses to Regret and Disappointment in Failed Services", Journal of Business Research, Vol. 57, 2004, 445-455. (En réserve à la bibliothèque) Mattila, Anna S., and Patterson, Paul G. "Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts", Journal of Service Research, Vol. 6 (4), 2004, 336-346. Tax, Stephen S.; Brown, Stephen W.; and Chandrashekaran, Murali. "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing", Journal of Marketing, Vol. 62 (April), 1998, 60-76. Bougie, Roger; Pieters, Rik; and Zeelenberg, Marcel. "Angry Customers Don't Come Back, They Get Back: The Experience and Behavioral Implications of Anger and Dissatisfaction in Services", Journal of the Academy of Marketing Science, Vol. 31 (4), 2003, 377-393. Halstead, Diane; Morash, Edward A.; and Ozment, John. "Comparing Objective Service Failures and Subjective Complaints. An Investigation of Domino and Halo Effects", Journal of Business Research, Vol. 36, 1996, 107-115. Séance 9 : Personnel en contact (15 mars) Lectures Israeli, Aviad A., and Barkan, Rachel. "Developing a Framework for Rewards in Combined Production/Service Businesses. The Case of Tipping in the Restaurant Industry", International Journal of Service Industry Management, Vol. 15 (5), 2004, 444459. Donavan, D. Todd; Brown, Tom J.; and Mowen, John C. "Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors", Journal of Marketing, Vol. 68 (January), 2004, 128-146. Ramaswami, Sridhar N.; and Singh, Jagdip. "Antecedents and Consequences of Merit Pay Fairness for Industrial Salespeople", Journal of Marketing, Vol. 67 (October), 2003, 46-66. De Jong, Ad; De Ruyter, Ko; and Lemmink, Jos. "Antecedents and Consequences of Service Climate in Boundary-Spanning Self-Managing Service Teams" Journal of Marketing, Vol. 68 (April), 2004, 18-35. Chebat, Jean-Charles, and Kollias, Paul. "The Impact of Empowerment on Customer Contact Employees' Roles in Service Organizations", Journal of Service Research, Vol. 3 (1), 2000, 66-81. Babin, Barry J., and Boles, James S. "Employee Behavior in a Service Environment: A Model and Test of Potential Differences Between Men and Women", Journal of Marketing, Vol. 62 (April), 1998, 77-91. Boles, James S., and Babin, Barry J. "On the Front Lines: Stress, Conflict, and the Customer Service Provider", Journal of Business Research, Vol. 37, 1996, 41-50. Séance 10 : Communications (22 mars) Lectures Hill, Donna J.; Blodgett, Jeff; Baer, Robert; and Wakefield, Kirk. "An Investigation of Visualization and Documentation Strategies in Services Advertising", Journal of Service Research, Vol. 7 (2), 2004, 155-166. Athanassopoulou, Peggy, and Johne, Axel. "Effective Communication with Lead Customers in Developing New Banking Products", The International Journal of Bank Marketing, Vol. 22 (2), 2004, 100-125. Cutler, Bob D., and Javalgi, Rajshekhar G. "Analysis of Print Ad Features: Services Versus Products", Journal of Advertising Research, Vol. 33 (2), 1993, 62-69. Boshoff, Christo. "Service Advertising. An Exploratory Study of Risk Perceptions" Journal of Service Research, Vol. 4 (4), 2002, 290-298. Kumar, V., and Pereira, Arun. "Assessing the Competitive Impact of Type, Timing, Frequency, and Magnitude of Retail Promotions", Journal of Business Research, Vol. 40, 1997, 1-13. Nguyen, Nha, and LeBlanc, Gaston. "The Mediating Role of Corporate Image on Customers' Retention Decisions: An Investigation in Financial Services", The International Journal of Bank Marketing, Vol. 16(2), 1998, 52-65. Séance 11 : Pricing (29 mars) Lectures Bolton, Ruth N., and Myers, Matthew B. "Price-Based Global Market Segmentation For Services", Journal of Marketing, Vol. 67 (July), 2003, 108-128. Ansari, Asim; Siddarth, S.; and Weinberg, Charles B. "Pricing a Bundle of Products or Services: The Case of Nonprofits", Journal of Marketing Research, Vol. 33 (February), 1996, 86-93. Venkatesh, R., and Mahajan, Vijay. "A Probabilistic Approach to Pricing a Bundle of Products or Services", Journal of Marketing Research, Vol. 30 (November), 1993, 494508. Sethuraman, Raj, and Tellis, Gerard J. "An Analysis of the Tradeoff Between Advertising and Price Product", Journal of Marketing Research, Vol. 28 (May), 1991, 160-174. Séance 12 : Services professionnels (5 avril) Lectures Chebat, Jean-Charles , Martin Savard and Pierre Filiatrault « Miscomprehension Gap between CPAs and their Corporate Customers" Industrial Marketing Management, Volume 27, Issue 2, March 1998, Pages 177-185 Lapierre, Jozée , Pierre Filiatrault and Jean-Charles Chebat "Value Strategy Rather Than Quality Strategy: A Case of Business-to-Business Professional Services" Journal of Business Research, Volume 45, Issue 2, June 1999, Pages 235-246 Dart, Jack; Freeman, Kim. « Dissatisfaction Response Styles Among Clients of Professional Accounting Firms », Journal of Business Research, Vol. 29, 1994, 75-81. Cannon, Joseph P. et William D. Perreault Jr (1999), «Buyer-Seller Relationships in Business Markets», Journal of Marketing Research, Vol. 36 (November 1999) pp.439460. Gopalakrishna, Pradeep; Mummalaneni, Venkatapparao. « Influencing Satisfaction for Dental Services », Journal of Health Care Marketing, hiver 1993, 16-22. John, Joby. « Referent Opinion and Health Care Satisfaction », Journal of Health Care Marketing, été 1994, Vol. 14(2), 24-30. Taylor, Steven A.; Cronin, Joseph J. Jr. « Modeling Patient Satisfaction and Service Quality », Journal of Health Care Marketing, printemps 1994, Vol. 14(1), 34-44. Séance 13 : Questions méthodologiques et épistémologiques (12 avril) Lectures Boyle, Brett; Dwyer, Robert F.; Robicheaux, Robert A.; Simpson, James T. « Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures », Journal of Marketing Research, Vol. XXIX, novembre 1992, 462-473. Csipak, James J.; Chebat, J.-C.; Venkatesan Ven. "Channel Structure, Consumer Involvement and Perceived Service Quality: An Empirical Study of the Distribution of a Service", Journal of Marketing Management, Vol. 11, 1995, 227-241. O'Callaghan, Ramon; Kaufmann, J.; Konsynski, Benn R. « Adoption Correlates and Share Effects of Electronic Data Interchange Systems in Marketing Channels », Journal of Marketing, Vol. 56, avril 1992, 45-56 Séance 14 : Présentations des papiers de fin de semestre (19 avril) Dernière mise à jour : 2005-12-15 14:03 Service de l'enseignement du marketing Jean-Charles Chebat © HEC Montréal, 2005. Tous droits réservés.