| Description |
xxi, 569 pages : illustrations ; 24 cm |
| Series |
Dryden press series in marketing |
|
Dryden Press series in marketing.
|
| 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 |
| Notes |
A variety of multi-media instructional aids are available to supplement the text |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Service industries -- Marketing.
|
| Author |
Bateson, John E. G.
|
| LC no. |
2001090107 |
| ISBN |
0030288924 |
|
