Essentials of services marketing /
Hoffman, K. Douglas.
Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson. - Fort Worth : Dryden Press, c1997. - xxi, 505 p. 24 cm. - The Dryden Press series in marketing .
Includes 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.
0030152178
9780030152177
Service industries--Marketing.
HD9980.5 / .H644
Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson. - Fort Worth : Dryden Press, c1997. - xxi, 505 p. 24 cm. - The Dryden Press series in marketing .
Includes 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.
0030152178
9780030152177
Service industries--Marketing.
HD9980.5 / .H644