TY  - BOOK
AU  - Zeithaml,Valarie A.
AU  - Bitner,Mary Jo
TI  - Services marketing
SN  - 0070782504 (acidfree paper)
SN  - 978007078
AV  - HD9980.5 .Z45 
PY  - 1996///
CY  - New York
PB  - McGraw Hill
KW  - Service industries
KW  - Marketing
KW  - Customer services
N1  - Includes bibliographical references and index; Introduction to services --
Key competitive trends and conceptual framework of the book --
Consumer behavior in services --
Customer expectations of service --
Customer perceptions of service --
Understanding customer expectations through marketing research --
Building customer relationships through segmentation and retention strategies --
Customer-defined service standards --
Leadership and measurement systems for market-driven service performance --
Service design and positioning --
Employees' roles in service delivery --
Delivering service through intermediaries --
Customers' roles in service delivery --
Managing demand and capacity --
International services marketing --
The role of advertising, personal selling, and other communication --
Pricing of services --
The physical evidence of service --
Cases
ER  -