机读格式显示(MARC)
- 000 02452nam 2200325 a 4500
- 008 050118s1997 txua b 001 0 eng d
- 040 __ |a NjPRFB |c NjPRFB |d MiYEM |d DLC
- 050 00 |a HD9980.5 |b .H644 1997
- 099 __ |a CAL 021999600443
- 100 1_ |a Hoffman, K. Douglas.
- 245 10 |a Essentials of services marketing / |c K. Douglas Hoffman, John E.G. Bateson.
- 260 __ |a Fort Worth : |b Dryden Press, |c c1997.
- 300 __ |a xxi, 505 p. : |b ill. ; |c 25 cm.
- 440 _0 |a The Dryden Press series in marketing
- 504 __ |a Includes bibliographical references and index.
- 505 0_ |a 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.
- 520 __ |a 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.
- 650 _0 |a Service industries |x Marketing.
- 700 1_ |a Bateson, John E. G.
- 950 __ |a JHUL |b F719 |c H699