Services marketing
Subtitle: integrating customer focus across the firm
By: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Ajay Pandit
Edition: Sixth edition. Special indian edition.
Publisher: McGraw Hill Education (India) Private Limited
Published: 2013
Place of publication: Chennai, India
Language: eng
Number of pages: 711
ISBN-13: 9781259026812
Subjects: Service industries; Marketing; Customer services; Textbooks; Services (Industrie); Manuels d'enseignement supérieur; Service à la clientèle
Notes: Comprend des références bibliographiques et un index.
Table of contents: title: PART 1. Foundations for Services Marketing: 1. Introduction to Services ;2. Conceptual Framework of the Book: The Gaps Model of Service Quality; title: PART 2. Focus on the Customer: 3. Customer Expectations of Service ; 4. Customer Perceptions of Service; title: PART 3. Understanding Customer Requirements: 5. Listening to Customers through Research ; 6. Building Customer Relationships ; 7. Service Recovery; title: PART 4. Aligning Service Design and Standards: 8. Service Innovation and Design ;9. Customer-Defined Service Standards ;10. Physical Evidence and the Servicescape; title: PART 5. Delivering and Performing Service: 11. Employees' Roles in Service Delivery ; 12. Customers' Roles in Service Delivery ; 13. Managing Demand and Capacity; title: PART 6. Managing Service Promises: 14. Integrated Services Marketing Communications ;15. Pricing of Services; title: PART 7. Service and the Bottom Line: 16. The Financial and Economic Impact of Service; title: Cases.