服务营销精要：概念、战略与案例

第一部分 服务营销概述
第一章 服务导论
第二章 商品与服务的根本差异
第三章 服务业概述
第四章 服务营销中的客户决策过程问题
第五章 服务营销中的道德问题
第二部分 服务战略：管理服务经验
第六章 服务的提供过程
第七章 服务的定价
第八章 确定服务沟通矩阵
第九章 管理公司的有形物证
第十章 人的问题：服务员工管理
第十一章 人的问题：服务客户管理
第三部分 评价和改善服务交付方式
第十二章 规定和测量消费者满意度
第十三章 规定和测量服务质量
第十四章 服务失败和恢复战略
第十五章 保留客户
第十六章 总结：创建“无缝” seamless 服务公司
第四部分 案例
pait 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
Consumer Decision Process Issues in Services Marketing
Chapter 5
Ethical Issues in Services Marketing
pait 2
Service Strategy: Managing the Service Encounter
Chapter 6
Service Delivery Process
Chapter 7
The Pricing of Services
Chapter 8
Developing the Service Communication Mix
Chapter 9
Managing the Firm''s Physical Evidence
Chapter 10
People Issues: Managing Service Employees
Chapter 11
People Issues: Managing Service Customers
pait 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
pait Service Firm
Case 1
Emmy''s and Maddy''s First Service Encounter
Case 2
Managing the Service Experience:Police Gas Mile High Fans
Case 3
SpaceDisk Inc.: Establishing a Global Intemet-based
Infrastructure Service Targeted at ISPs,ASPs and Private End-Users
Case 4
Airlines Attempting to get a Leg Up on the Competition
Case 5
The Case of Jim Bakker and PTL
Case 6
For Innovative Service, Run for the Border Innovative, Internet-based Service
Case 8
The Trials and Tribulations of Online Communications
Case 9
Electronic Banking Services: High-Tech, Low-Touch
Case 10
O''Keefe Associates
Case 11
Passenger-InducedTurbulence
Case 12
Giordano
Case 13
Roscoe Nondestructive Testing
Case 14
Is This Any Way to Run anAirline
Case 15
The SpaceDisk Service Guarantee
Case 16a
Westin Hotels in Asia: Global Distribution
Case 16b
Primula Parkroyal Hotel: Positioning and Managing
for Turnaround