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Services Marketing Concepts, Strategies, and Cases

ISBN-10: 0324319967
ISBN-13: 9780324319965
Edition: 3rd 2006
List price: $329.95
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Description: Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services,  More...

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Book details

List price: $329.95
Edition: 3rd
Copyright year: 2006
Publisher: Cengage South-Western
Publication date: 12/16/2005
Binding: Hardcover
Pages: 608
Size: 7.25" wide x 9.25" long x 1.00" tall
Weight: 2.398
Language: English

Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services, technology, and global services ensures you'll be ready for that first job after college.

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association. Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University. Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.

Preface V
An Overview of Services Marketing
An Introduction to Services
What Is a Service?
Framing the Service Experience: The Servuction Model
Why Study Services?
The Services Revolution: A Change In Perspective
Summary
Fundamental Differences Between Goods and Services
Intangibility: The Mother Of All Unique Differences
Inseparability
Heterogeneity
Perishability
Summary
An Overview of the Services Sector
What Is The Service Economy?
Service Classification Schemes: What Can Service Industries Learn From One Another?
Service Economy Growth: Key Influences and Concerns
Predicted Keys of Success Within The Service Sector
Summary
The Consumer Decision Process in Services Marketing
The Consumer Decision Process: An Overview
Special Considerations Pertaining to Services
Summary
Ethical Issues in Services Marketing
What Are Ethics?
The Opportunity For Ethical Misconduct In Services Marketing
Methods For Ethical Decision Making
Issues That Create Ethical Conflict
Factors That Influence Ethical Decision Making
The Effects of Ethical Misconduct
Controlling Ethical Decision Making
Summary
Service Strategy: Managing the Service Experience
Service Delivery Process
Stages of Operational Competitiveness
Marketing And Operations: Balance Is Critical
In A Perfect World, Service Firms Would Be Efficient
Applying The Efficiency Models To Service Firms
The Art Of Blueprinting
Summary
The Pricing of Services
Perception Of Value
Special Considerations Of Service Pricing
Emerging Service Pricing Strategies
Summary
Developing the Service Communications Mix
Developing A Communications Strategy: The Basics
The Communications Mix As It Relates To Consumer Behavior Considerations
Special Problems Of The Service Communications Mix
General Guidelines For Developing Service Communications
Special Considerations Of Professional Service Providers
Communications Tips For Professionals
Summary
Managing the Firm's Physical Evidence
The Strategic Role Of Physical Evidence
The Development of Servicescapes
Specific Tactics For Creating Service Atmospheres
Design Considerations For High-Versus Low-Customer-Contact Service Firms
Summary
People Issues: Managing Service Employees
The Importance Of Service Personnel
Service Personnel As Boundary Spanners
The Importance of Human Resources For Service Firms
Pulling It All Together
Summary
People Issues: Managing Service Customers
Managing Customer Participation
Managing Consumer Waits
Managing Uncooperative Customers
Customer Relationship Management-An Introduction
Summary
Assessing and Improving Service Delivery
Defining and Measuring Customer Satisfaction
The Importance Of Customer Satisfaction
What Is Customer Satisfaction/Dissatisfaction
The Benefits Of Customer Satisfaction
Measuring Customer Satisfaction
Understanding Customer Satisfaction Ratings
Are Customer Satisfaction Surveys Worth It?
Customer Satisfaction: How Good Is Good Enough?
Does Customer Satisfaction Translate Into Customer Retention?
Customer Satisfaction: A Closer Look
Summary
Defining and Measuring Service Quality
What Is Service Quality?
The Difference In Quality Perspectives Between Goods And Services
Diagnosing Failure Gaps In Service Quality
Measuring Service Quality: Servqual
Servqual: Some Final Thoughts
Service Quality Information Systems
Summary
Service Failures and Recovery Strategies
Types of Service Failures
Customer Complaining Behavior
The Art Of Service Recovery
Evaluating Recovery Efforts: Perceived Justice
Service Failure And Recovery Analysis: A Restaurant Industry Example
Summary
Customer Retention
What Is Customer Retention?
The Benefits Of Customer Retention
Customer Retention Tactics
Emerging Customer Retention Programs
Defection Management
Summary
Putting the Pieces Together: Creating the Seamless Service Firm
The Historical Weakness Of Marketing In Service Firms
Moving Beyond Departmentalization And Functionalization: The Three-Tiered Model Of Service Firm
Building The Service Logic Through Cultural Change
The Tactical Questions Relating To Seamlessness: Conducting A Service Audit
Summary
Cases
Emmy's and Maddy's First Service Encounter
Managing the Service Experience: "Police Gas Mile High Fans"
The New York City Arboretum
Airlines Attempting to Get a "Leg Up" On the Competition
The Case Of Jim Bakker and PTL
For Innovative Service, Run For the Boarder
Westin Hotels in Asia: Global Distribution
The Proud Sponsors of ..." Prometrix, Inc.
Electronic Banking Services: High-Tech, Low Touch?
O'Keefe Associates
Passenger Induced Turbulence
Measuring Customer Satisfaction: The FedEx Approach
Roscoe Nondestructive Testing
Is This Any Way to Run an Airline?
The Optical Shop
Primula Parkroyal Hotel: Positioning & Managing for Turnaround
Glossary
Index

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