Service Marketing
Published on 30. March 1996
Book
Hardback
500 pages
978-0-673-99145-4 (ISBN)
Description
Brings customer satisfaction and service quality to the forefront as central concepts that are vital to any organization's success, through a multifunctional perspective. Written to provide professors the greatest flexibility in preparing their courses. Instructors will appreciate the comprehensive Instructor's Manual that includes detailed teaching notes for all of the cases.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 244 mm
Width: 194 mm
Thickness: 28 mm
Weight
1074 gr
ISBN-13
978-0-673-99145-4 (9780673991454)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
*Service Marketing: The Traditional and Emerging Views. *Services vs. goods. *The nature of demand for services. *A framework for service marketing management. *Focusing the Organisation. *Focusing and positioning. *Identifying customer groups. *Listening to the Customer. *Methods of listening to the customer. *Complaint management. *Service guarantees. *Measuring Customer Satisfaction. *The psychology of customer satisfaction. *Designing customer satisfaction surveys. *Analysing customer satisfaction surveys. *Determining Financial Impact. *Measuring the benefits of service improvement: traditional methods. *The cost of quality. *Return on quality. *Improving Service. *Moments of truth. *Relationship marketing. *Employee empowerment. *The service-based business plan. *The Future of Service Marketing. *Implications of technology.