Services marketing : concepts, strategies, and cases /
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| Formato: | Livro |
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Boston:
Cengage,
c 2024.
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| Edição: | 6th edition. |
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Sumário:
- Part I: AN OVERVIEW OF SERVICES MARKETING.1. An Introduction to Services.2. Fundamental Differences between Goods and Services.3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.4. Services Consumer Behavior.Part II: THE TACTICAL SERVICES MARKETING MIX.5. The Service Delivery Process.6. The Pricing of Services.7. Developing the Service Communication Strategy.8. Managing the Firm’s Physical Evidence.9. People as Strategy: Managing Service Employees.10. People as Strategy: Managing Service Consumers.Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.11. Defining and Measuring Customer Satisfaction.12. Defining and Measuring Service Quality.13. Complaint & Service Recovery Management.14. Customer Loyalty & Retention.15. Pulling the Pieces together: Creating a World Class Service Culture.EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES.