Handbook of Service Marketing Research

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Handbook of Service Marketing Research

Elgar original reference

Edited by

Roland T. Rust

and

Ming-Hui Huang

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The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today.

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Front Matter
PART I: Introduction
- Chapter 1: Service marketing research: emerging directions
PART II: Customer Relationships and Loyalty
PART III: Customer-Centered Metrics
PART IV: Managing Customer Contacts
PART V: Product and Pricing
PART VI: Digital Service Marketing
PART VII: Rethinking the Market Function
PART VIII: Service for Society
- Chapter 24: Transformative service research: an emerging subfield focused on service and well-being
- Chapter 25: Creating social value through citizen co-creation
Index

Handbook

Published:: 28 Feb 2014

Print ISBN:: 9780857938848

eISBN:: 9780857938855

DOI:: https://doi.org/10.4337/9780857938855

Pages:: 640

Collection:: Business 2014

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Subjects
- Business and Management
  - Marketing

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