Customer Service Marketing
Managing the Customer Experience
- 278 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
This timely book is a comprehensive overview of customer service principles, theories, and practices. It looks at the best practices of service enterprises and the delivery of superior customer service. It also includes classic and contemporary theories relating to the consumers, managers, and their behaviors in organizational setting. The book uses real-life applications through examples from business enterprises in various service sectors, including hotels, restaurants, theme parks, event management, airlines, cruises, (e-)retailers, and finance.
This book covers important concepts in service design and delivery including customer experiences, peer-to-peer services, the organization's servicescape, quality measurement tools, and use of technologies. The book also gives insights into consumers including their expectations, attitudes, emotions, word-of-mouth behaviors, and strategies to ensure their loyalty. It also looks at developments in service theory and practice which remain relatively unexplored by existing textbooks.
Filled with real-world case studies in various service sectors, this textbook will be particularly useful for students in hospitality guest services and services marketing.
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Information
Table of contents
- Cover
- Endorsement Page
- Half Title
- Title Page
- Copyright Page
- Table of Contents
- Preface
- 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
- Index