Part III: Designing and Managing the Customer Interface

PART III of this book focuses on managing the interface between customers and the service organization. It covers the additional 3 Ps (Process, Physical environment, and People) that are unique to services marketing. It consists of the following four chapters:

Chapter 8 Designing and Managing Service Processes

The chapter begins with the design of an effective delivery process. It specifies how operating and delivery systems link together to create the promised value proposition. Very often, customers are actively involved in service creation, especially as co-producers, and the process becomes their service experience.

Chapter 9 Balancing Demand and Capacity

This chapter continues our study ...

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