ISBN13:978-0130404671 ISBN10: 0130404675 Edition/Copyright:2ND 02 Cover: Hardback Publisher:Prentice Hall, Inc. Published: 01/28/2002 International: No
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Lovelock, Christopher H :
Wright, Lauren : California State University-Chico
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I. UNDERSTANDING SERVICES.
1. Why Study Services? 2. Understanding Service Processes.
II. THE SERVICE CUSTOMER.
3. Managing Service Encounters. 4. Customer Behavior in Service Environments. 5. Relationship Marketing and Customer Loyalty. 6. Complaint Handling and Service Recovery.
III. SERVICE MARKETING STRATEGY.
7. The Service Product. 8. Pricing Strategies for Services. 9. Promotion, Education, and Physical Evidence. 10. Service Positioning and Design.
IV. SERVICE DELIVERY ISSUES.
11. Creating Delivery Systems in Place, Cyberspace, and Time. 12. Creating Value through Productivity and Quality. 13. Balancing Demand and Capacity. 14. Managing Customer Waiting Lines and Reservations.
V. INTEGRATING MARKETING, OPERATIONS, AND HUMAN RESOURCES.
15. Employee Roles in Service Organizations. 16. The Impact of Technology on Services. 17. Organizing for Service Leadership.
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