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Services Marketing: Integrating Customer Focus Across the Firm,9780072312218
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Services Marketing: Integrating Customer Focus Across the Firm

by ;
Edition:
2nd
ISBN13:

9780072312218

ISBN10:
0072312211
Format:
Hardcover
Pub. Date:
11/1/1999
Publisher(s):
McGraw-Hill College

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Summary

Virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturers that formerly depended on their physical products now recognize that service provides one of their few sustainable competitive advantages. This book includes coverage of global services marketing and the impact of the world wide web.

Author Biography

Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.

Table of Contents

Chapter 1. Introduction to Services

PART ONE: FOCUS ON THE CUSTOMER

Chapter 2. Consumer Behavior in Services

Chapter 3. Customer Expectations of Services

Chapter 4. Customer Perceptions of Service

PART TWO: LISTENING TO CUSTOMER REQUIREMENTS

Chapter 5. Understanding Customer Expectations and Perceptions through Marketing Research

Chapter 6. Building Customer Relationships

Chapter 7. Service Recovery

PART THREE: ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS

Chapter 8. Service Development and Design

Chapter 9. Customer-defined Service Standards

Chapter 10. Physical Evidence and the Servicescape

PART FOUR: DELIVERING AND PERFORMING SERVICE

Chapter 11. Employees’ Roles in Service Delivery

Chapter 12. Customers’ Roles in Service Delivery

Chapter 13. Delivering Service through Intermediaries and Electronic Channels

Chapter 14. Managing Demand and Capacity

PART FIVE: MANAGING SERVICE PROMISES

Chapter 15. Integrated Marketing Communication for Services

Chapter 16. Pricing of Services

PART SIX: THE BIG PICTURE: CLOSING ALL THE GAPS

Chapter 17. The Financial and Economic Impact of Service Quality

Chapter 18. The Integrated Gaps Model of Service Quality



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