Services Marketing Integrating Customer Focus Across the Firm 1st edition by Valarie Zeithaml, Dwayne Gremler, Mary Jo Bitner 0078112102 9780078112102

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Product details:

ISBN 10: 0078112102 

ISBN 13: 9780078112102

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

Zeithaml/Bitner/Gremler/Mende, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.  

 

Services Marketing: Integrating Customer Focus Across the Firm 1st table of contents: 

PART 1: Foundations for Service 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: Managing 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 
Chapter 12: Customers’ Roles in Service 
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 Trends: AI, Robotics, and the Bottom
Chapter 16: Artificial Intelligence and Robotics in Service
Chapter 17: The Financial and Economic Impact of Service

 

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Tags: Services Marketing, Integrating Customer, Valarie Zeithaml, Dwayne Gremler, Mary Jo Bitner