Services Marketing

by Zeithaml, Valarie; Bitner, Mary Jo; Gremler, Dwayne

• ISBN13: 9780073380933
• ISBN10: 0073380938
• Additional ISBN(s): 9780072961942, 9780078112058
• Edition: 5th
• Format: Hardcover
• Copyright: 2008-05-23
• Publisher: McGraw-Hill Education
• More Book Details

Summary

Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.

Table of Contents

Foundations for Services Marketing

Introduction to Services

Conceptual Framework of the Book: The Gaps Model of Service Quality

Focus on the Customer

Consumer Behavior in Services

Customer Expectations of Service

Customer Perceptions of Service

Understanding Customer Requirements

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Aligning Service Design and Standards

Service Development and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Delivering and Performing Service

Employees' Roles in Service Delivery

Customers' Roles in Service Delivery

Delivering Service Through Intermediaries and Electronic Channels

Managing Demand and Capacity

Managing Service Promises

Integrated Services Marketing Communications

Pricing of Services

Service and the Bottom Line

The Financial and Economic Impact of Service

Cases

Index

Table of Contents provided by Publisher. All Rights Reserved.