Sisällysluettelo:
“…Cover -- Title page -- Contents -- 1 Introduction to Customer Service -- Customer service defined -- A history of customer service -- The role of customer service -- The marketing mix for services -- Customer service in the tourism and hospitality sector -- Case Study: The Lopesan Group, Gran Canaria, Spain -- 2 The Financial and Behavioral Impacts of Customer Service -- The relative importance of the service economy -- Impact of service quality on market share growth, prices and profits -- The behavioral consequences of customer service -- The service profit chain -- Offensive and defensive marketing effects of service -- Financial implications of poor customer service -- Case Study: Profiting from culinary tourism in Stellenbosch, South Africa -- 3 Understanding the Consumer -- Customer expectations -- The customer experience -- The importance of emotions in the service experience -- Understanding cross-cultural differences -- Global trends in consumer behaviour -- Case Study:
Bruce Poon Tip, G Adventures - understanding today's traveller -- 4 Developing and Maintaining a Service Culture -- Internal marketing -- Establishment of a service culture -- The importance of empowerment -- Development of a marketing approach to human resource management -- Dissemination of marketing information to employees -- Implementing a reward and recognition system -- Case Study: Micato Safaris - simply the best in the world! …”
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