Services marketing:
Zeithaml, Valarie
Services marketing: integrating customer focus across the firm Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler, Ajay Pandit - 6 - New Delhi McGraw hill education ( India) company Ltd 2013 - 763 P. Paper
Part I: Foundations for Services Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality
Part II: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service
Part III: Understanding Customer Requirements
5. Listening to Customers through Research
6. Building Customer Relationships
7. Service Recovery
Part IV: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape
Part V: Delivering and Performing Service
11. Employees’ Roles in Service Delivery
12. Customers’ Roles in Service Delivery
13. Managing Demand and Capacity
Part VI: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services
Part VII: Service and the Bottom Line
16. The Financial and Economic Impact of Service
Cases
Services Marketing, in its sixth edition, continues to base itself on the ever-reliable GAPS Model of Service Quality. The book’s underlining theme makes the reader understand that a strong customer relationship through quality service is the basis on which the most successful companies thrive. It also has a focus on the Strategic aspect without deviating from the base structure of the text to help the students realize the potential of Service Marketing.
9781259026812
Service Marketing
658.89 (SER)
Services marketing: integrating customer focus across the firm Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler, Ajay Pandit - 6 - New Delhi McGraw hill education ( India) company Ltd 2013 - 763 P. Paper
Part I: Foundations for Services Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality
Part II: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service
Part III: Understanding Customer Requirements
5. Listening to Customers through Research
6. Building Customer Relationships
7. Service Recovery
Part IV: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape
Part V: Delivering and Performing Service
11. Employees’ Roles in Service Delivery
12. Customers’ Roles in Service Delivery
13. Managing Demand and Capacity
Part VI: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services
Part VII: Service and the Bottom Line
16. The Financial and Economic Impact of Service
Cases
Services Marketing, in its sixth edition, continues to base itself on the ever-reliable GAPS Model of Service Quality. The book’s underlining theme makes the reader understand that a strong customer relationship through quality service is the basis on which the most successful companies thrive. It also has a focus on the Strategic aspect without deviating from the base structure of the text to help the students realize the potential of Service Marketing.
9781259026812
Service Marketing
658.89 (SER)