Services Marketing: Text and Cases

✍ Scribed by Steve Baron, Kim Harris (auth.)

Publisher: Macmillan Education UK
Year: 1995
Tongue: English
Leaves: 266
Category: Library

No coin nor oath required. For personal study only.

✦ Table of Contents

Front Matter....Pages i-xii
Introduction....Pages 1-10
Setting the Context....Pages 11-20
The Service Factory....Pages 21-47
Service Encounters....Pages 48-75
Service Design....Pages 76-125
Internal Marketing....Pages 126-157
Perceived Service Quality and Customer Satisfaction....Pages 158-189
Customer Retention and Relationship Marketing....Pages 190-211
Service Profitability....Pages 212-226
Findings from the Small Business Case Studies....Pages 227-234
Further Research Issues and Conclusions....Pages 235-241
Back Matter....Pages 242-254

✦ Subjects

Marketing

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