Services marketing : integrating customer focus across the firm
著者
書誌事項
Services marketing : integrating customer focus across the firm
Irwin/McGraw-Hill, c2000
2nd ed
- International ed.
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.
目次
- Introduction to services. Part 1 Focus on the customer: consumer behaviour in services
- customer expectations of services
- customer perceptions of service. Part 2 Listening to customer requirements: understanding customer expectations and perceptions through marketing research
- building customer relationships
- service recovery. Part 3 Aligning strategy, service design and standards: service development and design
- customer-defined service standards
- physical evidence and the servicescape. Part 4 Delivering and performing service: employees' roles in service delivery
- customer's roles in service delivery
- delivering service through intermediaries and electronic channels
- managing demand and capacity. Part 5 Managing service promises: integrated marketing communication for services
- pricing of services. Part 6 The big picture: closing all the gaps - the financial and economic impact of service quality
- integrated gaps model of service quality.
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