Services marketing : a European perspective

Abstract

Preface About the Authors PART I: UNDERSTANDING SERVICES 1 Distinctive Aspects of Service Management 2 Customer Involvement in Different Service Processes 3 Managing Service Encounters 4 Positioning a Service in the Marketplace PART II:UNDERSTANDING CUSTOMERS AND MANAGING RELATIONSHIPS 5 Customer Behaviour in Service Settings 6 Managing Relationships and Building Customer Loyalty 7 Complaint Handling and Service Recovery PART III: STRATEGIC ISSUES IN SERVICES MARKETING 8 Creating Services and Adding Value 9 Designing Service Delivery Systems 10 Pricing Services: Understanding Customer Costs and Corporate Costs 11 Communicating to Customers: Education and Promotion PART IV:CHALLENGES FOR SENIOR MANAGEMENT 12 Productivity and Quality: Two Sides of the Same Coin 13 Managing Demand 14 Managing Customer-Contact Personnel 15 Developing Integrated Service Strategies for International Operations

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