Essentials of services marketing /

by Hoffman, K. Douglas.
Additional authors: Bateson, John E. G.
Series: The Dryden Press series in marketing Edition statement:2nd ed. Published by : Harcourt College Publishers, (Fort Worth :) Physical details: xxi, 569 p. : ill. ; 24 cm. ISBN:0030288924.
Subject(s): Service industries -- Marketing.
Year: 2002
Online resources:
Item type: Book
Current library Call number Copy number Status Date due Barcode Item holds
Riara University Library
General stack 		HD 9980.5.H644 2002 (Browse shelf (Opens below)) C.1 Available 6980/16
Total holds: 0

A variety of multi-media instructional aids are available to supplement the text.

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.

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