MARC状态:审校 文献类型:西文图书 浏览次数:11
- 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.
- 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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