Services marketing : a contemporary approach
Title:
Services marketing : a contemporary approach
Author:
Berndt, A. (Adele), 1966- editor.
ISBN:
9781485129301
Edition:
Third edition.
Physical Description:
ix, 374 pages : illustrations ; 25 cm
Contents:
Introduction to services marketing -- The management of service quality -- Customer decision-making -- Understanding customers -- Service development and design -- The pricing of services -- The service delivery process -- Managing employees' roles in service delivery -- Managing customers' roles in service delivery -- The role of the physical environment in service delivery -- Integrated services marketing communications -- Managing demand and capacity -- Building customer relationships and loyalty -- Service recovery.
Abstract:
"Services, whether online or offline, are important in modern economics in which the understanding is that ⁰́₈we are all in services⁰́₉. Service Marketing, a subset of the field of marketing, has evolved and developed a range of theories and models all focused on providing superior services offerings to today⁰́₉s market and it⁰́₉s growing expectations of service delivery. New research provides additional contemporary insights into this dynamic and developing area. This text seeks to address the current research and its managerial implications, specifically by including new case studies and integrating new research results and new perspectives on the various aspects of services."--Publisher's description.