Essentials of Service Marketing.

      Аннотация: Service Marketing has been a challenge to Practitioners. Understanding customers' problem in order to offer a suitable solution has become almost impossible. As it is, it is not easy to standardize service offerings. Service providers need to understand customer personality in order to personalize the offerings, enhance customer loyalty and increase customer life time value to the business. This book gives an explicit analysis of customer personality and the value of customer life time value to the business. It emphasizes on the importance of developing and maintaining relationship with the customers which will help the entrepreneurs and students pursuing Marketing to understand the significance of Marketing in day to day operations of the business. Companies spent so much money in advertisement which in turn increases production cost and finally the price of products and services. This book emphasizes the importance of customer loyalty to the business as many service providers practice Sales and not Marketing. This does not give them competitive edge in the industry. Hence this book will shed light on how service providers can gain competitive advantage in the industry.

Ключевые слова: customer loyalty, Service Features, CUSTOMER PERSONALITY, SERVICE QUALITY AND CUSTOMERS' COMPLAINT HANDLING