Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler
Livre
Edité par McGraw-Hill Irwin. Boston - 2009 - 5th ed.
This textbook provides a comprehensive review and analysis of services marketing issues, practice and strategy. Customer behaviour, expectations and perceptions are discussed early on in the text to form the basis for understanding services marketing strategy later on, and the managerial content is framed by the GAPS model
pt. 1. Foundations for Services Marketing. 1. Introduction to Services. 2. Conceptual Framework of the Book: The Gaps Model of Service Quality. pt. 2. Focus on the Customer. 3. Consumer Behavior in Services. 4. Customer Expectations of Service. 5. Customer Perceptions of Service. pt. 3. Understanding Customer Requirements. 6. Listening to Customers through Research. 7. Building Customer Relationships. 8. Service Recovery. pt. 4. Aligning Service Design and Standards. 9. Service Innovation and Design. 10. Customer-Defined Service Standards. 11. Physical Evidence and the Service scape. pt. 5. Delivering and Performing Service. 12. Employees' Roles in Service Delivery. 13. Customers' Roles in Service Delivery. 14. Delivering Service through Intermediaries and Electronic Channels. 15. Managing Demand and Capacity. pt. 6. Managing Service Promises. 16. Integrated Services Marketing Communications. 17. Pricing of Services. pt. 7. Service and the Bottom Line. 18. The Financial and Economic Impact of Service. Cases.