Services marketing : integrating customer focus across the firm.
Material type:
TextPublication details: Maidenhead, Berkshire McGraw-Hill Higher Education 2012Edition: Second editionDescription: xxv, 559 pages : illustrations ; 27 cmISBN: - 9780077131715
- 0077131711
- HF5415.13 W69
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Methodist University Library Tema Reference | Reference | HF5415.13 W69 (Browse shelf(Opens below)) | Available | 1311 |
Previous edition: 2008.
Pt. 1. Foundations for services marketing. Introduction to services --
Consumer behaviour in services --
Customer expectations of service --
Customer perceptions of service --
Conceptual framework of the book: The gaps model of service quality --
pt. 2. Understanding customer requirements. Listening to customers through research --
Building customer relationships --
pt. 3. Aligning service design and standards. Service innovation and design --
Customer-defined service standards --
Physical evidence and the servicescape --
pt. 4. Delivering and performing service. Employees' roles in service delivery --
Customers' roles in service delivery --
Delivering service through intermediaries and electronic channels --
Managing demand and capacity --
Service recovery --
pt. 5. Managing service promises. Integrated services marketing communications --
Pricing of services --
pt. 6. Service and the bottom line. The financial impact of service quality.
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