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List Price: $90.50
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.
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