000			01702nam a22002657a 4500
005			20250515090313.0
020			_a9780357718308 _cTZS 200,726/=
020			_a9780357718346
040			_aMUL _beng. _eAACR2
082			_a658.8 BAT
100			_aHoffman, K. Douglas
245			_aServices marketing : _bconcepts, strategies, and cases / _cK. Douglas Hoffman, and John Bateson
250			_a6th edition.
260			_aBoston: _bCengage, _cc 2024.
300			_axv, 352p. : _bill. ; _c30 cm.
500			_aIncludes glossary (p.329-341)
504			_aIncludes index (p.342-352)
505			_aPart I: AN OVERVIEW OF SERVICES MARKETING.1. An Introduction to Services.2. Fundamental Differences between Goods and Services.3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.4. Services Consumer Behavior.Part II: THE TACTICAL SERVICES MARKETING MIX.5. The Service Delivery Process.6. The Pricing of Services.7. Developing the Service Communication Strategy.8. Managing the Firm’s Physical Evidence.9. People as Strategy: Managing Service Employees.10. People as Strategy: Managing Service Consumers.Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.11. Defining and Measuring Customer Satisfaction.12. Defining and Measuring Service Quality.13. Complaint & Service Recovery Management.14. Customer Loyalty & Retention.15. Pulling the Pieces together: Creating a World Class Service Culture.EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES.
546			_aeng.
650			_aService industries Marketing
650			_aEthical issues in service marketing
650			_aCustomer complaining behavior
700			_aBateson, John
942			_cBK
999			_c10880 _d10880