Services Marketing Integrating Customer Focus Across the Firm Third European 3rd Edition by Alan Wilson, Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler ISBN 007716931X 978-0077169312

Services Marketing: Integrating Customer Focus Across the Firm Third European 3rd Edition by Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler  – Ebook PDF Instant Download/Delivery: 007716931X, 978-0077169312 

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Product details:

ISBN 10: 007716931X 

ISBN 13: 978-0077169312 

Author: Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler

“European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing : Integrating Customer Focus Across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, outlining the core concepts and theories in services marketing today. New and updated material in this new edition include : New content on the role of digital marketing and social media has been added throughout to reflect the lastest developments in this dynamic field ; Increased coverage of service dominant logic regarding the creation of value and the understanding of customer relationships ; New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavian Airlines, and Skyscanner.”

Table of contents: 

PART 1: Foundations for services marketing

1. Introduction to services
2. Consumer behaviour in services
3. Customer expectations of service
4. Customer perceptions of service
5. The gaps model of service quality

PART 2: Understanding customer requirements

6. Listening to customers
7. Building customer relationships

PART 3: Aligning service design and standards

8. Service innovation and design
9. Customer-defined service standards
10. The physical and virtual servicescape

PART 4: Delivering and performing service

11. Employees’ roles in service delivery
12. Customers’ roles in service delivery
13. Delivering service through electronic channels and intermediaries
14. Managing demand and capacity
15. Service recovery

PART 5: Managing service promises

16. Managing external and internal communications
17. Pricing of services

PART 6: Service and the bottom line

18. The financial impact of service quality

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