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services marketing :concepts strategies and cases/ K. Douglas Hoffman, John E. G. Bateson.

By: Contributor(s): Material type: TextSeries: The Dryden Press series in marketingPublication details: Delhi: Cengage learning, c2024Edition: 6th edDescription: xxi, 352 p. : ill. ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9789360530044
Subject(s): DDC classification:
  • 658.8H 711s 23
LOC classification:
  • HD9980.5 .H644 2002
Online resources:
Contents:
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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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Chittagong University Library Business and Social Science Reading Room 658.8H 711s (Browse shelf(Opens below)) 1 Available 343884
Books Chittagong University Library Business and Social Science Reading Room 658.8H 711s (Browse shelf(Opens below)) 2 Available 343885
Books Chittagong University Library Business and Social Science Reading Room 658.8H 711s (Browse shelf(Opens below)) 3 Available 343886

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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