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Table of content: Part I: AN OVERVIEW OF SERVICES MARKETING.
1. An Introduction to Services.
2. The Service Sector: Supersectors and Ethical Considerations.
3. Fundamental Differences between Goods and Services.
4. Services Consumer Behavior.
Part II: THE TACTICAL SERVICES MARKETING MIX
5. The Service Delivery Process.
6. The Pricing of Services.
7. Developing the Service Communication Strategy.
8. Managing the Firm’s Physical Evidence.
9. People as Strategy: Managing Service Employees.
10. People as Strategy: Managing Service Consumers.
Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES
11. Defining and Measuring Customer Satisfaction.
12. Defining and Measuring Service Quality.
13. Complaint & Service Recovery Management.
14. Customer Loyalty & Retention.
15. Pulling the Pieces together: Creating a World Class Service Culture.
Product Details: Language: English
ISBN-10: 1285429788
ISBN-13: 978-1285429786
ISBN-13: 9781285429786
Author: K. Douglas Hoffman, John E.G. Bateson
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