Services Marketing

Text and Cases

by Steve Baron, Kim Harris and Toni Hilton

Table of Contents

  • Introduction
  • Setting the Context
  • Service Goals: Use of Metaphors
  • Service Encounters
  • Consumer Experiences
  • Service Design
  • Internal Marketing
  • Service Quality and Customer Satisfaction
  • Relationship Marketing
  • Service Profitability
  • Further Research Issues and Conclusion
  • Case Studies
  • Index