Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler.
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TextPublication details: Boston : McGraw-Hill/Irwin, c2006.Edition: 4th edDescription: xxvii, 708 p. : ill., map ; 27 cmISBN: - 0072961945 (alk. paper)
- 9780072961942
- HD9980.5 .Z45
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| HD9980.5 .Z45 Services marketing : integrating customer focus across the firm | HD9980.5 .Z45 Services marketing : | HD9980.5 .Z45 Services marketing : | HD9980.5 .Z45 Services marketing : | HD9980.5 .Z45 Services marketing : | HD9980.5 .Z45 Services marketing / | HD9980.5 .Z45 Services marketing : integrating customer focus across the firm |
Includes bibliographical references and index
PART ONE: FOUNDATIONS FOR SERVICES MARKETING Chapter 1. Introduction to Services Chapter 2. Conceptual Framework for the Book: The Gaps Model of Service Quality PART TWO: FOCUS ON THE CUSTOMER Chapter 3. Consumer Behavior in Services Chapter 4. Customer Expectations in Services Chapter 5. Customer Perceptions in Services PART THREE: UNDERSTANDING CUSTOMER REQUIREMENTS Chapter 6. Listening to Customers through Research Chapter 7. Building Customer Relationships Chapter 8. Service Recovery PART FOUR: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS Chapter 9. Service Development and Design Chapter 10. Customer-Defined Service Standards Chapter 11. Physical Evidence and the Servicescape PART FIVE: DELIVERING AND PERFORMING SERVICE Chapter 12. Employees' Roles in Service Delivery Chapter 13. Customers' Roles in Service Delivery Chapter 14. Delivering Service through Intermediaries and Electronic Channels Chapter 15. Managing Demand and Capacity PART SIX: MANAGING SERVICE PROMISES Chapter 16. Integrated Services Marketing Communications Chapter 17. Pricing of Services PART SEVEN: OUTCOMES OF SERVICE INVESTMENTS Chapter 18. The Financial and Economic Effect of Services CASES
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