- Item type
- Book
- Language
- anglais
- Pages
- xx, 668 p.
- Edition
- 3rd ed.
- Publication year
- 2003
- ISBN
- 0-07-119914-4
- Content notes
- 1. Introduction to services --- PART ONE: FOCUS ON THE CUSTOMER --- 2. Consumer behavior in services --- 3. Customer expectations in services --- 4. Customer perceptions in services --- PART TWO: LISTENING TO CUSTOMER REQUIREMENTS --- 5. Understanding customer expectations and perceptions through marketing --- 6. Building customer relationships --- 7. Service recovery --- PART THREE: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS --- 8. Service development and design --- 9. Customer-defined service standards --- 10. Physical evidence and the servicescape ---PART FOUR: DELIVERING AND PERFORMING SERVICE --- 11. Employees' roles in service delivery --- 12. Customers' roles in service delivery --- 13. Delivering service through intermediaries and electronic channels --- 14. Managing demand and capacity --- PART FIVE: MANAGING SERVICE PROMISES --- 15. Integrated services marketing communications --- 16. Pricing of services --- PART SIX: THE BIG PICTURE - CLOSING ALL THE GAPS --- 17. The financial and economic effect of services --- 18. The integrated gaps model of service quality --- CASES --- INDEX.
“The Third Edition of Services Marketing provides a comprehensive review and analysis of services marketing issues, practice, and strategy. This revision boasts many new features, including more technology coverage throughout the text and new business-to-business applications.
The GAPS Model: Utilizing the GAPS Model of Service Quality as an organizing framework, the structure of the text offers part openers that sequentially build the model gap by gap. Each part of this book includes multiple chapters with strategies for understanding and closing the critical gaps.
Coverage of Customer Relationship Management, Customer Equity, and Lifetime Value Analysis Expanded: The new and expanded topics reflect current trends in understanding and recognizing customer profitability.
Business-to-Business Coverage Increased: More B2B examples are integrated into the chapters to highlight the differences between B2B and business to customer (B2C) marketing applications.
Technology and Internet Coverage Increased and Updated: Students are exposed to the latest technology applications in the service sector.” – from back cover.
1. Introduction to services --- PART ONE: FOCUS ON THE CUSTOMER --- 2. Consumer behavior in services --- 3. Customer expectations in services --- 4. Customer perceptions in services --- PART TWO: LISTENING TO CUSTOMER REQUIREMENTS --- 5. Understanding customer expectations and perceptions through marketing --- 6. Building customer relationships --- 7. Service recovery --- PART THREE: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS --- 8. Service development and design --- 9. Customer-defined service standards --- 10. Physical evidence and the servicescape ---PART FOUR: DELIVERING AND PERFORMING SERVICE --- 11. Employees' roles in service delivery --- 12. Customers' roles in service delivery --- 13. Delivering service through intermediaries and electronic channels --- 14. Managing demand and capacity --- PART FIVE: MANAGING SERVICE PROMISES --- 15. Integrated services marketing communications --- 16. Pricing of services --- PART SIX: THE BIG PICTURE - CLOSING ALL THE GAPS --- 17. The financial and economic effect of services --- 18. The integrated gaps model of service quality --- CASES --- INDEX..
