Service marketing
Author(s)
Bibliographic Information
Service marketing
Harper Collins College Publishers, c1996
Available at 12 libraries
Note
Includes bibliographical references and index
Description and Table of Contents
Description
Brings customer satisfaction and service quality to the forefront as central concepts that are vital to any organization's success, through a multifunctional perspective. Written to provide professors the greatest flexibility in preparing their courses. Instructors will appreciate the comprehensive Instructor's Manual that includes detailed teaching notes for all of the cases.
Table of Contents
*Service Marketing: The Traditional and Emerging Views. *Services vs. goods. *The nature of demand for services. *A framework for service marketing management. *Focusing the Organisation. *Focusing and positioning. *Identifying customer groups. *Listening to the Customer. *Methods of listening to the customer. *Complaint management. *Service guarantees. *Measuring Customer Satisfaction. *The psychology of customer satisfaction. *Designing customer satisfaction surveys. *Analysing customer satisfaction surveys. *Determining Financial Impact. *Measuring the benefits of service improvement: traditional methods. *The cost of quality. *Return on quality. *Improving Service. *Moments of truth. *Relationship marketing. *Employee empowerment. *The service-based business plan. *The Future of Service Marketing. *Implications of technology.
by "Nielsen BookData"