This new international edition of Services Marketing provides an up-to-date and comprehensive overview of the services marketing industry focusing strongly on customer satisfaction, service quality and customer service. Building on the seminal work of Hoffman and Bateson, the authors provide an excellent combination of real-world case studies and service marketing theory ideal for students and practitioners alike.
Table of Contents
PART ONE: AN OVERVIEW OF SERVICES MARKETING 1. An introduction to services 2. Fundamental differences between goods and services 3. An overview of the services sector 4. The consumer decision process in services marketing 5. Researching service markets PART TWO: SERVICE STRATEGY: MANAGING THE SERVICE EXPERIENCE 6. Service development and innovation 7. Service delivery process 8. The pricing of services 9. Developing the service communications mix 10. Managing the firmAs physical evidence 11. People issues: Managing service employees 12. People issues: Managing service consumers 13. Customer relationship marketing PART THREE: ASSESSING AND IMPROVING SERVICE DELIVERY 14. Defining and measuring customer satisfaction 15. Defining and measuring service quality 16. Service failures and recovery strategies 17. Putting the pieces together: Creating the seamless service firm 18. Future trends PART FOUR: CASES