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9780078112102

Services Marketing: Integrating Customer Focus Across the Firm

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  • ISBN13:

    9780078112102

  • ISBN10:

    0078112109

  • Edition: 7th
  • Format: Hardcover
  • Copyright: 2017-03-13
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

Table of Contents

Part 1: Foundations for Services Marketing

Chapter 1: Introduction to Services

Chapter 2: Conceptual Framework of the Book: The Gaps Model of Service Quality

Part 2: Focus on the Customer

Chapter 3: Customer Expectations of Service

Chapter 4: Customer Perceptions of Service

Part 3: Understanding Customer Requirements

Chapter 5: Listening to Customers through Research

Chapter 6: Building Customer Relationships

Chapter 7: Service Recovery

Part 4: Aligning Service Design and Standards

Chapter 8: Service Innovation and Design

Chapter 9: Customer-Defined Service Standards

Chapter 10: Physical Evidence and the Servicescape

Part 5: Delivering and Performing Service

Chapter 11: Employees' Roles in Service Delivery

Chapter 12: Customers' Roles in Service Delivery

Chapter 13: Managing Demand and Capacity

Part 6: Managing Service Promises

Chapter 14: Integrated Service Marketing Communications

Chapter 15: Pricing of Services

Part 7: Service and the Bottom Line

Chapter 16: The Financial and Economic Impact of Service

CASES

 

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