Services marketing : integrating customer focus across the firm
Material type:
TextPublication details: Boston McGraw-Hill Irwin ©2009Edition: 5th edDescription: xxviii, 708 pages : illustrations, map ; 26 cmISBN: - 9780073380933
- 0073380938
- 0071263934
- 9780071263931
- HD9980.5 .Z45
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| HD9980.5 .Z45 Services marketing : | HD9980.5 .Z45 Services marketing / | HD9980.5 .Z45 Services marketing : integrating customer focus across the firm | HD9980.5 .Z45 Services marketing : integrating customer focus across the firm | HD9980.5 .Z45 Services marketing : integrating customer focus across the firm | HD9980.5 .Z45 Services marketing : | HD9980.5 .Z45 Services marketing : |
Includes index
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
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