دانلود کتاب بازاریابی خدمات مشتری – مدیریت تجربه مشتری

This timely book is a comprehensive overview of customer service principles, theories, and practices. It looks at the best practices of service enterprises and the delivery of supe-rior customer service. It also includes classic and contemporary theories relating to the consumers, managers, and their behaviors in organizational setting. The book uses real-life applications through examples from business enterprises in various service sectors, includ-ing hotels, restaurants, theme parks, event management, airlines, cruises, (e-)retailers, and finance.

This book covers important concepts in service design and delivery including customer experiences, peer-to-peer services, the organization’s servicescape, quality measurement tools, and use of technologies. The book also gives insights into consumers including their expectations, attitudes, emotions, word-of-mouth behaviors, and strategies to ensure their loyalty. It also looks at developments in service theory and practice which remain rela-tively unexplored by existing textbooks.

Filled with real-world case studies in various service sectors, this textbook will be par-ticularly useful for students in hospitality guest services and services marketing.