|aEssentials of services marketing /|cK. Douglas Hoffman, John E. G. Bateson.
|aFort Worth :|bHarcourt College Publishers,|cc2002.
|axxi, 569 p. :|bill. ;|c24 cm.
|aThe Dryden Press series in marketing
|aA variety of multi-media instructional aids are available to supplement the text.
|aIncludes bibliographical references and index.
|aOverview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services marketing; Ethical issues in services marketing -- Service strategy, managing the service experience: Service delivery process; Pricing of services; Developing the service communication mix; Managing the firm's physical evidence; People issues, managing employees and customers -- Assessing and improving service delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces together, creating the seamless service firm -- Cases.