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Services marketing : integrating customer focus across the firm. - Second edition. - Maidenhead, Berkshire McGraw-Hill Higher Education 2012 - xxv, 559 pages : illustrations ; 27 cm.

Previous edition: 2008.

Pt. 1. Foundations for services marketing. Introduction to services --
Consumer behaviour in services --
Customer expectations of service --
Customer perceptions of service --
Conceptual framework of the book: The gaps model of service quality --
pt. 2. Understanding customer requirements. Listening to customers through research --
Building customer relationships --
pt. 3. Aligning service design and standards. Service innovation and design --
Customer-defined service standards --
Physical evidence and the servicescape --
pt. 4. Delivering and performing service. Employees' roles in service delivery --
Customers' roles in service delivery --
Delivering service through intermediaries and electronic channels --
Managing demand and capacity --
Service recovery --
pt. 5. Managing service promises. Integrated services marketing communications --
Pricing of services --
pt. 6. Service and the bottom line. The financial impact of service quality.

ISBN: 9780077131715 0077131711

Subjects--Topical Terms:
Service industries--Marketing.
Customer services.
Marketing.

LC Class. No.: HF5415.13 W69