Developing Service Products and Brands

Jochen Wirtz

Chapter 4 in Winning in Service Markets:Success through People, Technology and Strategy, 2016, pp 102-134 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:CREATING SERVICE PRODUCTSFLOWER OF SERVICEBRANDING SERVICE FIRMS, PRODUCTS, AND EXPERIENCESNEW SERVICE DEVELOPMENTCONCLUSIONCHAPTER SUMMARY

Keywords: Services Marketing; Marketing; Consumer Behavior; Positioning Services; Service Process; Service Environment; Service Advantage; Customer Relationships; Managing Relationship and Building Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality and Productivity; Service Leadership (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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