Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman Services marketing concepts strategics and case 4th hoffman
Trang 201234 4 6 1 416886161 !
"#$"%#$"!!&!##%$%% '"%$#'%! ()#' #!!& !*
<=>" ?(#$#!" @(A"B@( CD=>" >(#E% F#
G=H#(%# I&!(J('#' !K=>" >ELMN#)(!(O!& (!P ''%
Q=FRRSP#$!TJ(' !!U(!#@( > '"%$
V=>" O!@#$@( W=U(&'XY!U&% J(#&I!R)#( %N#!!#
Z=O%% $ ![#) (!# !" O&$\ $ O( #$@( U ()#' !'E !]=^%(#Y!@( F$#$J($(
<_=AOE%#' OI >"(A@($ HA`
<<=> ((J!!TR"'#$U#!'#A#"U'#%O!'# '
G=UX#S&#
K=O!& (>#EE#$ ")#(T>>#E(g>#Eh>"I!" b& !#
Q=SF@%%N#%TI (#%J!N R!
V=R"#'J(#'#$iI!>"#!R"#'%`W=J (!%U %%$HEE('" !(&" j(%Z=HRe((#(U ()#' !'E #" O(# T>" k#'" J#@( &!
]=S %%?!"( > '"U&EE(TF!#>(!%#
<_=O&! (U ()#' ReE '#!d($O&%&( !
<<= '"(X#$O&! (U#!'#"(&$"&" j(%
<D=H (#') (!&!R&(E ReE '#!J (' E#!H#(%# U ()#' b&%#
<G=U ()#' ^#%&( !P ') (U( $# !THO"# ! J (!E '#)
<K=U#$E( H#(%# !ReE (# ' !P( 'X%!"( O&! (!
<Q=I (#%O!# (#!(U ()#' O&%&( !
<=>(#E)#!(TH>() % (Y! !^(#
D=@ U N'"*'
G=U'#%g A(X#$T>" g A^' J (!%U&(' !I(#
K=U %\'" 'X\&Tj"O!& (!N#$"UHA`
Q=d (#nR (E(#! U%&#!@(&ET> #$[EA#" %"O(
V=>&('"($ UA( U !H#(%# J(#'#$opMMM># !SfW=>" @(A"J (!%O&#'#!)#U'#%N #Z=@$% *'Y!U ()#' !'E TBqL@ $# )H( Yj `C]=j" ( RE% !@?%# U&?
<Q=rEE!YO( d%& !"S(#) I!U ()#' O&%&(
ÿ ÿ tuvwx y z{| ÿ }~~ÿ tzzÿ x y z ÿ y z{| ÿ x ÿ wÿ u| ÿ ÿ uvy ÿ ÿ ux ÿ v y | ÿ ÿ {u ÿÿ ÿ vx | ÿ | uÿ| x uy ÿ x z{| ÿ uÿ | {y x ÿ vx | wÿ u| | ÿ wÿ ÿ vvx ÿ uÿ | {ÿ uuÿ ux ÿ t{v| x
y | ux y ÿ y ÿ {ÿ ÿ | {| ÿ wÿ vvx ÿ u| | ÿ uÿ u| ÿ | x y wÿ | ÿ {ÿ ux x y zÿ vx y ÿ tzzÿ x y zÿ x x ÿ | {ÿ x z{| ÿ uÿ x uÿ y | u ÿ u| | ÿ | ÿ wÿ | ÿ y| ÿz{| ÿ x | x | y uÿ x y x ÿ y
Trang 3ÿ ÿ WXYZ[ \ ]^_ ÿ `abaÿ Wcd]e]cÿ fce[ d\ d]g ÿ hi i j\ ]^_ kÿ jckc[ lcmg ÿ neZÿ dX_ ÿ ocÿ pXY\ cmq ÿ kpeddcmq ÿ X[ ÿ mrYi \ pe_ cmq ÿ dÿ s^Xi cÿÿ dÿ Ye[ _ trcÿ _ Xÿcp_ [ Xd\ pÿ [ ]^_ kq ÿ kXucÿ _ ^\ [ mÿ Ye[ _ Zÿ pXd_ cd_ ÿ ueZÿ ocÿ krYY[ ckkcmÿ v Xuÿ _ ^cÿ cwXXxÿ edmy X[ ÿ cW^eY_ c[ z k{ g
|m\ _ X[ \ ei ÿ cl\ csÿ ^ekÿ mccucmÿ _ ^e_ ÿ edZÿ krYY[ ckkcmÿ pXd_ cd_ ÿ mXckÿ dX_ ÿ ue_ c[ \ ei i Zÿv cp_ ÿ ^cÿ Xlc[ ei i ce[ d\ d]ÿ c}Yc[ \ cdpcg ÿ Wcd]e]cÿ fce[ d\ d]ÿ [ ckc[ lckÿ _ ^cÿ [ ]^_ ÿ Xÿ [ cuXlcÿ emm\ _ Xdei ÿ pXd_ cd_ ÿ e_ ÿ edZÿ _ ucÿ \krokc~rcd_ ÿ]^_ kÿ [ ck_ [ p_ \ Xdkÿ [ c~r\ [ cÿ \
Trang 4ÿ ÿ 12345 6 789 ÿ 6 7 ÿ 6 789 ÿ ÿ 4ÿ 29 ÿ 236 ÿ ÿ 25 ÿ 3 6 9 ÿ ÿ 8225 ÿ ÿ 35 9 9 2ÿ 5 26 ÿ 5 789 ÿ 9 86 5 ÿ 35 9 4ÿ 29 ÿ 4ÿ 335 2ÿ 9 # 25 ÿ $ %
&6 9 25 6 ÿ 8ÿ 9 89 ÿ 4ÿ 335 29 ÿ 29 ÿ 96 4ÿ ÿ 6 7ÿ 6 ÿ 6 7ÿ 5 9 5 789 ÿ 2ÿ 5 6 9 2 ÿ 29 ÿ 9 ÿ 4ÿ 9 6 ÿ789 ÿ 5 5 9 6 2ÿ 5 5 9
)*+,ÿ+,ÿ./ÿ0102345/+2ÿ604,+5/ÿ57ÿ*0ÿ84+/3ÿ093:55;<ÿ=>0ÿ35ÿ0102345/+2ÿ4?*3,ÿ40,3423+5/,@ÿ,5A0ÿ3*+4Bÿ8.43Cÿ25/30/3ÿA.Cÿ:0ÿ,>8840,,0B<ÿDB+354+.1ÿ06+0Eÿ*.,ÿB00A0Bÿ3*.3ÿ./Cÿ,>8840,,0Bÿ25/30/3ÿB50,ÿ/53ÿA.304+.11Cÿ.77023ÿ*0ÿ5604.110.4/+/?ÿ09804+0/20<ÿ)*0ÿ8>:1+,*04ÿ0,0460,ÿ3*0ÿ4?*3ÿ
35ÿ40A560ÿ25/30/3ÿ5Aÿ3*+,ÿ310ÿÿ./Cÿ3A0ÿ+,>:,0F>0/3ÿ?*3,ÿ40,3423+5/,ÿ40F>+40ÿ+ÿG54ÿ6.1>.:10ÿ+/754A.3+5/ÿ5/ÿ84+2+/?@ÿ8406+5>,ÿ0B+35/,@ÿ2*./?0,ÿ35ÿ2>440/3ÿ0B+35/,@ÿ./Bÿ.1304/.30ÿ
754A.3,@ÿ810.,0ÿ6+,+3EEE<20/?.?0<25AH*+?*040Bÿ35ÿ,0.42*ÿ:CÿIJKLM@ÿ.>3*54@+0@ÿ54ÿ;0CE54Bÿ754ÿA.304+.1,ÿ+/ÿC5>4ÿ.40.,ÿ57ÿ/3040,3<
Trang 5; O 6 046 7NE76 7/7NS 5Q<2 0/72 4 5Q<3/:55 5Q<4 Q 6 Z 5Q<6 :N 5Q<B0W
4 36 2 W>6 75< 58 72 O:6 75506 d72 A3<72 58 72 O:6 7536 72 :Q0:542 06 2 0M:;
3S36 0O3<0e/0N6:3N02 O 6 04>5402T0/6 75a `f72a `g786 E0a hfc i5 6 04T6 :6 03D7NS2 QE6H/6 <d 6 E7>66 E0N2 72d2 05N02 O 33 7578
>5402; /0530CG:/ 56 73E:5417d02G:/ 56 73E:2 02 0Q 36 02 04
6 :40O:2 A378HNN; 0D7ON>6 02 <\ 5/C>304E02 0 5>5402; /0530C
Ô _``gD05Q:Q0[0:2 5 5QCH; ;K QE6 3K0302 M04C [.:2 S78D75Q2 033D756 2 7;P>OW02 ?_`a `h_hfƠ T6 >405694 6 75\ T=Pa Ưhfga h`hhf T6 >405694 6 75\ T=Pa `Ưa h` hh h
Ơa haP:6 72 N=7>; 0M:2 4 G:375<UƠ``
iTH
D05Q:Q0[0:2 5 5QN2 74>/6 3:2 02 0N2 03056 04 5D:5:4:WS P0; 37594>/:6 75<[6 4C
j72S7>2/7>2 30:54; 0:2 5 5Q37; >6 753<M 3 6xxxy 51 8 1y 5l 1>2 /E:30:5S787>2N2 74>/6 3:6S7>2; 7/:;/7; ; 0Q036 72 072:67>2 N2 08 02 2 0475; 5036 72 0xxxy 51 8 1284 y 5l
ẢĐÃĐ
ăÁâđêôơăđăâăÁăăăẶ
ỵ ỵ ẨẪàẬÈ Ẻ Ẽɰ ỵ ẸỀỂỀỵ ẨỄẾẼảẼỄỵ ·ỄảÈ ẾẺ ẾẼÌ ỵ Ỉã ã ÍẺ Ẽɰ Ịỵ ÍỄỊỄÈ ½Ễ¾Ì ỵ ÒảẬỵ ẾẪ° ỵ áỄỵ ạẪàẺ Ễ¾ằ ỵ ỊạảẾẾỄ¾ằ ỵ ẪÈ ỵ ¾ẳàã Ẻ ạả° Ễ¾ằ ỵ Ếỵ ẵÉẪã Ễỵỵ Ếỵ àảÈ ° ắẳỄỵ ° ẪỵỄạ° È ẪẾẺ ạỵ È Ẽɰ Ịằ ỵ ỊẪặỄỵ ° ÉẺ È ¾ỵ àảÈ ° Ậỵ ạẪẾ° ỄẾ° ỵ ặảẬỵ áỄỵ ỊẳààÈ ỄỊỊỄ¾ỵ ầ Ẫặỵ ° ÉỄỵ ỄẩẪẪẫỵ ảẾ¾ấ ẪÈ ỵ ỄẨÉảà° ỄÈ ậ Ịè Ì ẻ¾Ẻ ° ẪÈ Ẻ ảã ỵ Ễ½Ẻ Ễẵỵ ÉảỊỵ ¾ỄỄặỄ¾ỵ ° Éả° ỵ ảẾẬỵ ỊẳààÈ ỄỊỊỄ¾ỵ ạẪẾ° ỄẾ° ỵ ¾ẪỄỊỵ ẾẪ° ỵ ặả° ỄÈ Ẻ ảã ã Ậỵầ Ễạ° ỵ ÉỄỵ Ẫ½ỄÈ ảã ã ỄảÈ ẾẺ ẾẼỵ ỄẽàỄÈ Ẻ ỄẾạỄÌ ỵ ẨỄẾẼảẼỄỵ ·ỄảÈ ẾẺ ẾẼỵ È ỄỊỄÈ ½ỄỊỵ ° ÉỄỵ È Ẽɰ ỵ Ẫỵ È ỄặẪ½Ễỵ ả¾¾Ẻ ° ẪẾảã ỵ ạẪẾ° ỄẾ° ỵ ả° ỵ ảẾẬỵ ° ặỄỵ ẺỊẳáỊỄéẳỄẾ° ỵẼɰ Ịỵ È ỄỊ° È ạ° Ẻ ẪẾỊỵ È ỄéẳẺ È Ễỵ Ẻ
Trang 79'21'49 '4&14%274'$21952$+ '* 2 92459 '$./'