Services marketing : integrating customer focus across the firm / Alan Wilson [and three others]
Material type:
TextPublisher: London : The McGraw-Hill Companies, c2008Edition: First European editionDescription: xxiii, 623 pages : illustrationsContent type: text Media type: unmediated Carrier type: volumeISBN: 13: 9780077107956 [paperback]Subject(s): Service industries -- Marketing | Customer services | MarketingDDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
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Book
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658.8 W69 2008 (Browse shelf) | Available | 3UCBL000005458 |
Includes bibliographical references and index
ontents: Part 1. Foundations for services marketing; Introduction to services marketing -- Consumer behavior in services -- Customer expectations of service -- Customer perceptions of service -- Conceptual framework of the book: the gaps model of service quality -- Part 2. Understanding customer requirements; Listening to customers through research -- Building customer relationships -- Part 3. Aligning service design and standards; Service development and design -- Customer-defined service standards -- Physical evidence and the servicescape -- Part 4. Delivering and performing service; Employees` role in service delivery -- Customers` role in service delivery -- Delivering service through technology and intermediaries -- Managing demand and capacity -- Service recovery -- Part 5. Managing service promises; Integrated services marketing communications -- Pricing of services -- Part 6. Service and the bottom line; The financial impact of service quality
BSBA-Marketing Management
English
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