Services marketing : text and cases
著者
書誌事項
Services marketing : text and cases
（Macmillan business）
Macmillan, 1995
- : pbk
- : hard
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注記
Includes bibliographical references (p. 242-250) and index
内容説明・目次
内容説明
This book explains the issues, models and theories currently recognised as representing the sub-discipline of services marketing. Theory chapters are supported by a bank of original and substantial case studies written from a UK/European perspective. The case studies are a key feature of the text, giving an insight into the operation of service business not covered in the existing services marketing literature. They provide an opportunity to demonstrate how services marketing principles and frameworks can be applied to a vast range of commonly used small services, as well as to the large services.
目次
Preface - Introduction - The 'Services' Covered - The Service Factory - Service Encounters - Service Design - Internal Marketing - Perceived Service Quality and Customer Satisfaction - Relationship Marketing - Service Profitability - Summary of Managerial Implications - Further Research Issues and Conclusions
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