Marketing, Services marketing 

The primary objective of Services Marketing: Concepts, Strategies, & Cases is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. In addition to traditional busi-ness knowledge, the business world now demands increasing employee competence in developing effective service processes, constructing meaningful servicescapes, customer satisfaction and service quality measurement, as well as service recovery skills that are
essential in growing and sustaining the existing customer base. 

CONTENTS IN BRIEF

PART I An Overview of Services Marketing
CHAPTER 1 An Introduction to Services
CHAPTER 2 The Service Sector: Supersectors and Ethical Considerations
CHAPTER 3 Fundamental Differences Between Goods and Services
CHAPTER 4 Services Consumer Behavior

PART II The Tactical Services Marketing Mix
CHAPTER 5 The Service Delivery Process
CHAPTER 6 The Pricing of Services
CHAPTER 7 Developing the Service Communication Strategy
CHAPTER 8 Managing the Firm’s Physical Evidence
CHAPTER 9 People as Strategy: Managing Service Employees
CHAPTER 10 People as Strategy: Managing Service Consumers

PART III Assessing and Implementing Successful Service Strategies
CHAPTER 11 Defining and Measuring Customer Satisfaction
CHAPTER 12 Defining and Measuring Service Quality
CHAPTER 13 Complaint and Service Recovery Management
CHAPTER 14 Customer Loyalty and Retention
CHAPTER 15 Pulling the Pieces Together: Creating a World-Class Service
Culture  

Includes glossary and index.