Bateson, John E. G. creator author. Hoffman, K. Douglas author. text ph Pasig City, Philippines Cengage Learning c2012 2012 Fourth edition ; Philippine edition. monographic eng 502 pages : illustration (black and white) ; 22 cm. "The primary objective of Understanding Services Marketing is to provide materials that not only introduce the student to the field of service marketing, but also acquaint the student with specific customer service issues. In addition to traditional business 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." --Preface Contents: Part I An overview of services marketing -- 1.Understanding the service experiences -- 2. Traditional service super sectors and ethical considerations -- 3. Unique discrepancies between goods and services -- 4. Consumer decision making in service marketing -- Part 2The tactical service marketing mix -- 5. Focus on service processes -- 6. Considerations for services pricing -- 7. Effective service promotions -- 8. Managing the servicescape and other physical evidence -- 9. People as strategy: managing service personnel -- 10. People as strategy: managing service consumers -- Part 3 Implementing successful service strategies -- 11. The essentials of customer satisfaction measurement -- 12. Service quality: identifying and rectifying the gaps -- 13. managing service failures and implementing effective recovery strategies -- 14. Strategies for facilitating customer loyalty and retension -- 15.Pulling the pieces together: creating a world-class service culture. Adult adult by John E. G. Bateson and K. Douglas Hoffman. Includes bibliographical references, glossary, and index. Donation Biore, Christopher College of Business and Accountancy Business / Management Text in English Service management 9789814416061 [newsprint] University of Cebu-Banilad 260128 20260130105257.0