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Asian Dimensions of Services Marketing
Esther P. Y. Tang
Ricky Y. K. Chan
Susan H. C. Tai
出版
Psychology Press
, 2002
主題
Business & Economics / General
Business & Economics / Consumer Behavior
Business & Economics / Human Resources & Personnel Management
Business & Economics / International / General
Business & Economics / Industries / Service
Business & Economics / Commerce
Social Science / General
Social Science / Regional Studies
Travel / Asia / East / China
ISBN
0789016915
9780789016911
URL
http://books.google.com.hk/books?id=3rMiSdk60wEC&hl=&source=gbs_api
EBook
SAMPLE
註釋
Explore current trends in the Asian service industry!
Asian Dimensions of Services Marketing takes you on a journey through the service industries of Asia. Due to the extraordinary amount of growth in Asian service industries over the past few decades, this sector is expanding greatly in many Asian countries. These changes have had many effects on countries such as China, Korea, Singapore, and Thailand, mostly at the expense of agriculture and manufacturing. This book examines these effects, and establishes ways to achieve success in services marketing.
This educational book provides an enlightening look at topics such as:
the influence of reference groups in the service industry of Singapore
the moderating effect of switching costs on the relationship between service performance and customer satisfaction in the Thai cultural and business setting
how multinational professional service firms in South Korea have achieved success
the emotional impact of store atmosphere on Chinese customers in a leisure service setting
the rapid development of services in Asia, and how to effectively market intangibles to various kinds of consumers