TY  - BOOK
AU  - Hoffman,K.Douglas
AU  - Bateson,John E.G.
TI  - Essentials of services marketing
SN  - 0030152178 (hbk.)
AV  - HD9980.5 .H64 1997
U1  - 658.802 21
PY  - 1997///
CY  - Fort Worth
PB  - Dryden Press
KW  - Service industries
KW  - Marketing
N1  - 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
N2  - 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
UR  - http://lcweb.loc.gov/catdir/toc/97-158296.html
ER  -