Services marketing / by William Chitty et al
By: Chitty, William.
Contributor(s): D'Alessandro, Steven. Gray, David. Hughes, Andrew.Publisher: Docklands, VIC : Oxford University Press Australia and New Zealand, 2019Edition: 2nd ed.Description: 503 p. ; 1 electronic resource.ISBN: 9780190303792.Subject(s): Marketing | Strategy | Social media | Public practiceOnline resources: Download as an eBook
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SERVICE ORGANISATIONS AND THEIR CUSTOMERS: An overview of services marketing -- Market segmentation and service positioning -- Customer decision-making -- The service encounter -- Nomads: a new banking customer segment -- Tourism adds $120 billion to the Australian economy. MARKETING STRATEGIES FOR SERVICES: Developing service products -- The service-delivery process and self-service technology -- Pricing service products -- Managing productive capacity and customer demand -- Marketing communications for services -- Take a break -- Trick or treat: cyber security in Australia. DELIVERING SERVICE VALUE: The service experience -- Customer satisfaction and service quality -- Complaint handling and service recovery -- Customer relationship management -- Google Home: the smart-home service -- Unruly passengers.
Explores marketing opportunities for service-based businesses. Explains how to put theory into context and provides practical examples of services marketing. Includes self-service technology, pricing, and managing customer demand.