Principles of service marketing and management / Christopher Lovelock, Lauren Wright
Imprint
Upper Saddle River, N.J. : Prentice Hall, c2002
Edition
2nd ed
Descript
xix, 436 p. : ill
CONTENT
Part 1: Understanding services -- Why study services? -- Understanding service processes -- Part 2: The service customer -- Managing service encounters -- Customer behavior in service environments -- Relationship marketing and customer loyalty -- Complaint handling and service recovery -- Part 3: Service marketing strategy -- The service product -- Pricing strategies for services -- Promotion and education -- Service positioning and design -- Part 4: Service delivery issues -- Creating delivery systems in place, cyberspace,a nd time -- Creting value through productivity and quality -- Balancing demand and capacity -- Managing customer waiting lines and reservations -- Part 5: Integrating marketing, operations,a nd human resources -- Employee roles in service organizations -- The impact of technology on services -- Organizing for service leadership