Customer Service Marketing: Managing the Customer Experience

ISBN-13: 9780367208929 / Angielski / Twarda / 2022 / 280 str.

USA) Zhang Tingting (University of Central Florida

Opis

This textbook is a comprehensive overview of customer service principles, theories, and practices. Covering classic and contemporary theories, it looks at real life applications of theory by business enterprises in various service sectors. It will be particularly useful for students in hospitality guest services and services marketing.

Spis treści

1. What is service? The origin and evolution of customer experiences 2. Servicescape: Visualizing service quality and value 3. Service quality: Tools and strategies 4. Customer attitudes and emotions: From delight to outrage 5. Waiting for service: Strategies to reduce waits and the perception of waiting 6. Co-creation and customization: Engaging the customer in value creation 7. Electronic word of mouth: Understanding the customer’s voice 8. The sharing economy/peer-to-peer services: Revolutionizing the service market 9. Subscription services and new business models 10. Service technologies: Delivering a seamless experience 11. Cross-cultural guest interactions: Appealing to a broad customer base 12. Recovery strategies for service managers 13. Recruiting, training, and engaging talent for service organizations 14. Customer loyalty, analytics, and relationship management 15. Service innovation: The key to business growth and sustainability