Essentials of Services Marketing

Essentials of Services Marketing

  • Hardback
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Description

Designed for undergraduates, this text concentrates on 15 core topics with the aim of providing students with a solid understanding of the complex relationships existing between employees, the organization and the customer as they relate to service issues. It introduces the reader to the field of service marketing, as well as acquainting them with specific customer service issues.

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Product details

  • Hardback | 576 pages
  • 195.58 x 233.68 x 25.4mm | 748.42g
  • Cengage Learning, Inc
  • South-Western
  • Mason, OH, United States
  • Revised
  • Revised edition
  • 0030152178
  • 9780030152177

Table of contents

An overview of services marketing: the nature of services marketing; fundamental differences between goods and services; similarities and differences among service industries; consumer behaviour in services marketing; ethical issues in services marketing. Service strategy: managing the service experience - process issues; promotion; pricing issues; managing in the physical environment; people issues. Assessing and improving service delivery: defining and measuring customer satisfaction; defining and measuring service quality; service failures and recovery strategies; customer retention; developing company excellence.

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