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Online Public Access Catalogue

题名/责任者:

Essentials of services marketing / K. Douglas Hoffman, John E.G. Bateson.

出版发行项:

Fort Worth : Dryden Press, c1997.

ISBN:

0030152178

载体形态项:

xxi, 505 p. : ill. ; 25 cm.

丛编题名:

The Dryden Press series in marketing

个人责任者:

Hoffman, K. Douglas.

附加个人名称:

Bateson, John E. G.

论题主题:

Service industries-Marketing.

中图法分类号:

F719

书目附注:

Includes bibliographical references and index.

内容附注:

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.

摘要附注:

The primary objective of [this book] is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The [book first] concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... [It then discusses] topics that concern the management of the service encounter.... [The book also] focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... [The book concludes with] nine cases that illustrate the topics discussed throughout the book. -Pref.

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