Services Marketing 6/e [Hoffman] 9780357718308

頁數：368
版次：第6版
年份：2024年
規格：平裝/彩色
ISBN：9780357718308

Part I: AN OVERVIEW OF SERVICES MARKETING.
1. An Introduction to Services.
2. The Fundamental Differences between Goods and Services.
3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.
4. Consumer Behavior in Services Marketing.
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 Customers.
Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.
11. Defining and Measuring Customer Satisfaction.
12. Defining and Measuring Service Quality.
13. The Art of Service Failure and Recovery Management.
14. Customer Loyalty & Retention.
15. Pulling the Pieces together: Creating a World-Class Service Culture.