| 《服务营销精要：概念、战略与案例》(第3版)的主要目的是在将学生引入服务营销领域的同时，让学生熟悉特定的客户服务问题。现在的商业世界不仅需要传统的商业知识，而且对员工在提升客户满意度方面的能力、服务质量和客户服务等保留现有客户的基本技巧的要求也越来越高。 本教材共有16章和15个案例，具体收录了：产品与服务之间的基本差异、服务营销中消费者的决策过程、管理企业的有形展示、定义和测量服务质量等内容。 |
| K.Doulas Hoffman，美国科罗拉多州立大学营销学教授．曾获教学优秀奖，主要教学与研究兴趣在服务营销领域。他分别在密西西比州立大学、北卡罗来纳大学和科罗拉多州立大学首先开设服务营销课程。他曾在Joumal of Retailing、Joumal ofBusinessResearch等知名学术期刊上发表过多篇论文。
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| PART 1 AN OVERVIEW OF SERVICES MARKETING Chapter 1 An Introduction to Services Chapter 2 Fundamental Differences Between Goods and Services Chapter 3 An Overview of the Services Sector Chapter 4 The Consumer Decision Process in Services Marketing Chapter 5 Ethical Issues in Services Marketing PART 2 SERVICE STRATEGY: MANAGING THE SERVICE EXPERIENCE Chapter 6 Service Delivery Process Chapter 7 The Pricing of Services Chapter 8 Developing the Service Communications Mix Chapter 9 Managing the Firm's Physical Evidence Chapter 10 People Issues: Managing Service Employees Chapter 11 People Issues: Managing Service Customers PART 3 ASSESSING AND IMPROVING SERVICE DELIVERY Chapter 12 Defining and Measuring Customer Satisfaction Chapter 13 Defining and Measuring Service Quality Chapter 14 Service Failures and Recovery Strategies Chapter 15 Customer Retention Chapter 16 Putting the Pieces Together: Creating the Seamless Service Firm PART 4 CASES Glossary Index |
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