Services marketing : integrating customer focus across the firm.
Material type: TextPublication details: New York : McGraw-Hill Higher Education ; London : McGraw-Hill [distributor], 2012.Edition: 6th ed. / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. GremlerDescription: 704 p. ; 27 cmISBN:- 9780078112058 (hbk.) :
- 9780078112058 (hbk.) :
- 658.8 ZEI
- HD9980.5 .Z45 2012
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 ZEI (Browse shelf(Opens below)) | 1 | Checked out | 16/06/2023 | 217500 |
Previous ed.: 2009.
Includes bibliographical references and index.
Part 1.Foundations for services marketing -- 1.Introduction to services -- 2.Conceptual framework of the book: the Gaps model of service quality -- Part 2.Focus on the customer -- 3.Customer expectations of service -- 4.Customer perception of service -- Part 3.Understanding customer requirements -- 5.Listening to customers through research -- 6.Building customer relationships -- 7.Service recover -- Part 4.Aligning service design and standards -- 9.Customer-defined service standards -- 10.Physical evidence and the servicescape -- Part 5.Delivering and performing service -- 11.Employee\'s roles in service delivery -- 13.Customers\' roles in service delivery -- 13.Managing demand and capacity -- Part 6.Managing service promises -- 14.Integrated service marketing communications -- 15.Pricing of services -- Part 7.Service and the bottom line -- 16.The financial and economic impact of service.
This textbook provides a comprehensive review and analysis of services marketing issues, practice and strategy. Customer behaviour, expectations and perceptions are discussed early on in the text to form the basis for understanding services marketing strategy later on, and the managerial content is framed by the GAPS model.