Service Marketing and Management
Credits
2
Examines special challenges service marketing poses for managers because of the intangible, heterogeneous nature of the product, and the critical role of customer contact employees in service delivery. Strategies for meeting these challanges are addressed. Topics include 1) customer relationship management, 2) the design and execution of the service delivery process, 3) the development and implementation of employee customer service skills, 4) the measurement and management of critical outcome variables, such as customer satisfaction, customer equity, and customer lifetime value, and 5) the role of emerging technology in customer service.