服務(wù)營(yíng)銷(xiāo)精要：概念、戰(zhàn)略與案例

第一部分 服務(wù)營(yíng)銷(xiāo)概述
第一章 服務(wù)導(dǎo)論
第二章 商品與服務(wù)的根本差異
第三章 服務(wù)業(yè)概述
第四章 服務(wù)營(yíng)銷(xiāo)中的客戶(hù)決策過(guò)程問(wèn)題
第五章 服務(wù)營(yíng)銷(xiāo)中的道德問(wèn)題
第二部分 服務(wù)戰(zhàn)略：管理服務(wù)經(jīng)驗(yàn)
第六章 服務(wù)的提供過(guò)程
第七章 服務(wù)的定價(jià)
第八章 確定服務(wù)溝通矩陣
第九章 管理公司的有形物證
第十章 人的問(wèn)題：服務(wù)員工管理
第十一章 人的問(wèn)題：服務(wù)客戶(hù)管理
第三部分 評(píng)價(jià)和改善服務(wù)交付方式
第十二章 規(guī)定和測(cè)量消費(fèi)者滿(mǎn)意度
第十三章 規(guī)定和測(cè)量服務(wù)質(zhì)量
第十四章 服務(wù)失敗和恢復(fù)戰(zhàn)略
第十五章 保留客戶(hù)
第十六章 總結(jié)：創(chuàng)建“無(wú)縫” seamless 服務(wù)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