Services Marketing, Operations, and Management (Oxford Higher Education)
By Unknown Author.
Description
The book begins with an introduction to the service industry, the service product, and the importance of market research in the service industry and goes on to discuss segmentation, targeting, and positioning in competitive markets. It also discusses important service concepts, such as customer perception of service, customer expectations, and physical evidence. The book goes on to discuss the management of service operations and processes, evaluation of customer feedback and service recovery, management of distribution channels in the service industry, employee management, pricing strategi...
ISBN(s)
0195689089, 9780195689082
