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Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.

By: Hoffman, K. Douglas.
Contributor(s): Bateson, John E. G.
Material type: TextTextSeries: The Dryden Press series in marketing. Publisher: Fort Worth : Harcourt College Publishers, c2002Edition: 2nd ed.Description: xxi, 569 p. : ill. ; 24 cm.ISBN: 0030288924.Subject(s): Service industries -- MarketingDDC classification: 658.8 Online resources: Contributor biographical information | Publisher description | Table of contents only
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.
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Includes bibliographical references and index.

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.