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TitleServices marketing
Author John E.G. Bateson, K. Douglas Hoffman
Imprint Canada : South-Western, 2011
Edition 4th ed
Descript xvii, 468 p. : ill. ; 25 cm


Understanding the service experience -- Traditional service super sectors and ethical considerations -- Unique discrepancies between goods and services -- Consumer decision making in services marketing -- Focus on service processes -- Considerations for services pricing -- Effective service promotions -- Managing the services cape and other physical evidence -- People as strategy: managing service personnel -- People as strategy: managing service consumers -- The essentials of customer satisfaction measurement -- Service quality: identifying and rectifying the gaps -- Managing service failures and implementing effective recovery strategies -- Strategies for facilitating customer loyalty and retention -- Pulling the pieces together: creating a world-class service culture

Service industries -- Marketing

Chula Business School Library658.8 B329S 2011CHECK SHELVES

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