Services Marketing Concepts Strategies and Cases 6th edition

Part 1 An Overview of Services

Marketing 1

Chapter 1

An Introduction to Services 2

Chapter 2

The Fundamental Differences Between Goods

and Services 30

Chapter 3

Environmental, Social, and Governance (ESG)

and Ethical Issues in Services Marketing 53

Chapter 4

Consumer Behavior in Services Marketing 75

Part 2 The Tactical Services

Marketing Mix 97

Chapter 5

The Service Delivery Process 98

Chapter 6

The Pricing of Services 124

Chapter 7

Developing the Service Communication Strategy 145

Chapter 8

Managing the Firm’s Physical Evidence 165

Chapter 9

People as Strategy: Managing Service Employees 187

Chapter 10

People as Strategy: Managing Service Customers 207

Part 3 Assessing and Implementing

Successful Service Strategies 225

Chapter 11

Defining and Measuring Customer Satisfaction 226

Chapter 12

Defining and Measuring Service Quality 249

Chapter 13

The Art of Service Failure and Recovery Management

269

Chapter 14

Customer Loyalty and Retention 290

Chapter 15

Pulling the Pieces Together: Creating a World-Class

Service Culture 308

Glossary 329

Index 342

Brief Contents

Copyright