000			02750nam a22003257a 4500
003			OSt
005			20260130105257.0
008			260128r20122012ph a|||er|||| 001 0 eng d
020			_a9789814416061 [newsprint]
040			_aUniversity of Cebu-Banilad _cUniversity of Cebu-Banilad
100			_aBateson, John E. G., _eauthor.
245			_aUnderstanding services marketing / _cby John E. G. Bateson and K. Douglas Hoffman.
250			_aFourth edition ; Philippine edition.
260			_aPasig City, Philippines : _bCengage Learning, _cc2012.
300			_a502 pages : _billustration (black and white) ; _c22 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references, glossary, and index.
505			_aContents: 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.
520			_a"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
521			_aAdult
541			_aDonation _xBiore, Christopher _yCollege of Business and Accountancy _zBusiness / Management
546			_aText in English
650			_aService management.
700			_aHoffman, K. Douglas, _eauthor.
942			_2ddc _cBK
998			_cJanna [new] _d01/28/2026
999			_c14875 _d14875