服务营销第八版英文教辅 SM8_CS_32(1).pdf,6 C A S E The Broadstripe Service Guarantee T R A Jochen Wirtz and Sven Tuzovic P Cable companies traditionally focused on discounts for bundles of TV, Internet, and phone plans to win new customers instead of deli
CHAPTER1 CreatingValueInTheServiceEconomy 1 LearningObjectives(1of2)Bytheendofthischapter,thereadershouldbeableto:•Understandhowservicescontributetoacountry’seconomy.•Knowtheprincipalindustriesoftheservicesector.•Identifythepowerfulforcesthataretransformingservice markets.•UnderstandhowB2Bservicesimprovethe...
服务营销第八版英文教辅 CHAPTER 3.pptx,Services Marketing: People, Technology, StrategyCHAPTER 3Positioning Services In Competitive MarketsLearning ObjectivesUnderstand how the customer, competitor and company analysis (i.e., the 3 ‘C’s) helps to develo
CHAPTER2 UnderstandingServiceConsumers 1 LearningObjectives(1of2)Bytheendofthischapter,thereadershouldbeableto:•Understandthethree-stagemodelofserviceconsumption.•Usethemulti-attributemodeltounderstandhowconsumers evaluateandchoosebetweenalternativeserviceofferings.•Learnwhyconsumersoftenhavedifficultiesevaluating se...
CHAPTER11 ManagingPeopleForServiceAdvantage 1 LearningObjectives •Explainwhyserviceemployeesaresoimportanttothesuccessofa firm.•Understandthefactorsthatmakeworkoffrontlinestaffso demandingandoftendifficult.•Describecyclesoffailure,mediocrityandsuccessinHRforservice firms.•UnderstandkeyelementsofServiceTalentCycle...
CHAPTER10 CraftingTheServiceEnvironment 1 LearningObjectives •Recognizethefourcorepurposesserviceenvironmentsfulfill.•Knowtheoreticalfoundationfromenvironmentalpsychologythathelpsunderstandhowcustomersandemployeesrespondtoserviceenvironments.•Befamiliarwithintegrativeservicescapemodel.•Knowthethreemaindimensionsoftheservice...
服务营销第八版英文教辅 CHAPTER 4 ServicesMarketing:People,Technology,Strategy CHAPTER4 DevelopingServiceProductsAndBrands 1 LearningObjectives •Understandwhatconstitutesaserviceproduct.•BefamiliarwiththeFlowerofServicemodel.•Knowhowfacilitatingsupplementaryservicesrelate tothecoreproduct.•Knowhowenhancing...
CHAPTER13 ComplaintHandlingAndServiceRecovery 1 LearningObjectives •Recognizeactionsthatcustomersmaytakeinresponsetoservicefailures •Understandwhycustomerscomplain•Knowwhatcustomersexpectfromfirmwhenthey complain•Understandhowcustomersrespondtoeffective servicerecovery•Explaintheservicerecoveryparadox•Know...
Chapter 15: Building a WorldClass Service OrganizationQUESTION BANKA. Multiple Choice OuestionsGENERAL CONTENTUnder the
Christopher Lovelock In the course of a single day, a busy young woman makes use of a wide array of services.Susan Munro, a final-year business student, had breakfast and then clicked onto the Internet to check the local weather forecast. It predicted rain, so she grabbed an umbrella ...