科特勒营销丝管理24.pptVIP

Objectives Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services Categories of Service Mix Three Types of Marketingin Service Industries Service Differentiation Service-Quality Model Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles ServiceExcellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity Importance-Performance Analysis Complai