●MARGIN AND END-OF-CHAPTER GLOSSARIES CLARIFY INDUSTRY TERMS: Key terms are highlighted in every chapter within the text and clearly defined in the adjacent margin. To assist your student in study, all key terms are presented again at the end of each chapter in order of appearance and are redefined in a convenient end-of-chapter glossary. ●CHAPTER-OPENING QUOTES AND VIGNETTES DIRECT STUDENT ATTENTION TO CHAPTER CONTENT: Every chapter begins with a managerially oriented, thought-provoking quote and engaging vignette. These features set the practical application tone for each chapter. ●END-OF-CHAPTER REVIEW QUESTIONS REINFORCE UNDERSTANDING: Every chapter concludes with constructive review questions that are intentionally written to reinforce students’ comprehension and application of chapter content. ●INSTRUCTORS’ RESOURCES PROVIDE VALUABLE TOOLS FOR PREPARATION AND ASSESSMENT: This edition's updated Instructor's Manual provides chapter outlines, PowerPoint® slides, answers to review questions and cases and an updated test bank to save you time as you prepare for your course and evaluate student progress. ●STREAMLINED 15 CHAPTERS ARE IDEAL FOR MOST SEMESTER OR QUARTER UNIVERSITY SCHEDULES: The authors continue to provide the latest service marketing concepts and practices while revision throughout this integrated service marketing text addresses technological advances, global perspectives, environmental, societal, and governance (ESG) issues and ethical considerations -- all within one book. ●END-OF-CHAPTER CASES ILLUSTRATE, DEEPEN AND EXTEND CHAPTER CONCEPTS: These cases -- purposely brief but rich in application -- represent a variety of service industries and issues. They offer students an opportunity to further internalize services marketing concepts. ●LEARNING OBJECTIVES ESTABLISH THE FRAMEWORK FOR EVERY CHAPTER: You can more efficiently organize class lectures with these helpful learning objectives. Your students can even use the learning objectives to organize class notes as they study for essay-oriented exams. 目錄 Part I: AN OVERVIEW OF SERVICES MARKETING. 1. An Introduction to Services. 2. The Fundamental Differences between Goods and Services. 3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing. 4. Consumer Behavior in Services Marketing. Part II: THE TACTICAL SERVICES MARKETING MIX. 5. The Service Delivery Process. 6. The Pricing of Services. 7. Developing the Service Communication Strategy. 8. Managing the Firm’s Physical Evidence. 9. People as Strategy: Managing Service Employees. 10. People as Strategy: Managing Service Customers. Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES. 11. Defining and Measuring Customer Satisfaction. 12. Defining and Measuring Service Quality. 13. The Art of Service Failure and Recovery Management. 14. Customer Loyalty & Retention. 15. Pulling the Pieces together: Creating a World-Class Service Culture.