Services marketing : a contemporary approach
Title:
Services marketing : a contemporary approach
Author:
Berndt, A. (Adele), 1966- editor.
ISBN:
9781485132998
Edition:
Fourth edition
Physical Description:
x, 427 pages : illustrations ; 25 cm
Contents:
Introduction to services marketing -- Technology and its use in service 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 we 'are all in services'. 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 today's market and the 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 in both online and offline services. It includes new case studies, integrating new research and new perspectives on the various aspects of services."-- Back cover