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Services Marketing Concepts, Strategies, & Casesby Hoffman, K. Douglas; Bateson, John E.G.
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Table of Contents
|An Overview of Services Marketing|
|An Introduction to Services|
|The Service Sector: Supersectors and Ethical Considerations|
|Fundamental Differences between Goods and Services|
|Services Consumer Behavior|
|Service Strategy: Managing the Service Experience|
|The Service Delivery Process|
|The Pricing of Services|
|Developing the Service Communication Strategy|
|Managing the Firm's Physical Evidence|
|People as Strategy: Managing Service Employees|
|People as Strategy: Managing Service Consumers|
|Assessing and Improving Service Delivery|
|Defining and Measuring Customer Satisfaction|
|Defining and Measuring Service Quality|
|Complaint & Service Recovery Management|
|Customer Loyalty & Retention|
|Putting the Pieces together: Creating a World Class Service Culture|
|Table of Contents provided by Publisher. All Rights Reserved.|