Services marketing : text and cases / Steve Baron, Kim Harris, Toni Hilton.
Material type:
TextPublisher: Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2009Edition: 3rd edDescription: xvii, 358 p. : ill. ; 25 cmISBN: 0230520936; 9780230520936Subject(s): Service industries -- Marketing | Service industries -- Marketing -- Case studies
Contents:
Introduction -- The contemporary context -- Service goals: the use of metaphors -- Customer interactions in services -- Consumer experiences -- Service design -- Service employees as operant resources -- Service quality and customer satisfaction -- Relationship marketing -- Service profitability -- Future research issues -- Case studies.