Essentials of Services Marketing / Edition 2 available in Hardcover
- Pub. Date:
- Cengage Learning
The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.
Table of Contents
Part I. An Overview of Services Marketing. 1. An Introduction to Services. 2. Fundamental Differences between Goods and Services. 3. An Overview of the Services Sector. 4. Consumer Decision Process Issues in Services Marketing. 5. Ethical Issues in Services Marketing. Part II. Service Strategy: Managing the Service Encounter. 6. Service Delivery Process. 7. The Pricing of Services. 8. Developing the Service Communications Mix. 9. Managing the Firm's Physical Evidence. 10. People Issues: Managing Service Employees. 11. People Issues: Managing Service Customers. Part III. Assessing and Improving Service Delivery. 12. Defining and Measuring Customer Satisfaction. 13. Defining and Measuring Service Quality. 14. Service Failures and Recovery Strategies. 15. Customer Retention. 16. Putting the Pieces together: Creating the Seamless Service Firm.