Designing a Winning Service Strategy was edited by Mary Jo Bitner and Lawrence A. Crosby. This work is a collection of papers presented at the Annual Services Marketing Conference in 1989. The papers are organized around four basic steps necessary in designing services strategy: the analysis, formation, and evaluation of services strategy; analytical methods, techniques, and the role of research; strategy implementation and organization; and monitoring satisfaction, quality, and performance. Also featured is a presentation from a pre-conference workshop titled, Research in Services Marketing: Where It’s At and Where It’s Going: A Review on Services Marketing Research from the 1990s perspective.
Mary Jo Bitner
Mary Jo Bitner is the Executive Director of the Center for Services Leadership, PetSmart Chair in Services Leadership, and Professor of Marketing at the W. P. Carey School of Business at Arizona State University (ASU). In her more than 25-year career as a professor and researcher, Dr. Bitner has been recognized as one of the founders and pioneers in the field of service marketing and management worldwide.
Dr. Bitner was awarded the Career Contributions to the Service Discipline Award presented by the American Marketing Association. She was also named an IBM Faculty Fellow for her leadership and pioneering work in service science. She serves as a Distinguished Faculty member at Fudan University, Shanghai, China and has taught for many years in ASUs EMBA program in China. Her current research is concerned with service infusion strategies in goods-dominant companies and the strategic roles of technology and contact employees in determining customer satisfaction with services. She has published articles relevant to service marketing and management in various marketing and management journals.