| Description |
xxi, 505 pages |
| Series |
The Dryden Press series in marketing |
|
Dryden Press series in marketing.
|
| Contents |
Overview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services marketing; Ethical issues in services marketing -- Service strategy, managing the service experience: Service delivery process; Pricing of services; Developing the service communication mix; Managing the firm's physical evidence; People issues, managing employees and customers -- Assessing and improving service delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces together, creating the seamless service firm -- Cases |
| Summary |
The primary objective of [this book] is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The [book first] concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... [It then discusses] topics that concern the management of the service encounter.... [The book also] focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... [The book concludes with] nine cases that illustrate the topics discussed throughout the book. -Pref |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Service industries -- Marketing -- Decision making -- Case studies.
|
|
Service industries -- Marketing -- Decision making.
|
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Service industries -- Marketing -- Management -- Case studies.
|
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Service industries -- Marketing -- Management.
|
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Service industries -- Marketing.
|
| Author |
Bateson, John E. G.
|
| LC no. |
97158296 |
| ISBN |
0030152178 |
|
