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Full Description
Services Marketing, 4/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. 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 the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition.
Contents
PART ONEServicesChapter 2. Conceptual Framework for the Book: The Gaps Model of ServicesChapter 4. Customer Expectations in ServicesChapter 5. Customer Perceptions in ServicesPART THREE: UNDERSTANDING CUSTOMER REQUIREMENTSChapter 6. Listening to Customers through ResearchChapter 7. Building Customer RelationshipsChapter 8. Service RecoveryPART FOUR: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDSChapter 9. Service Development and DesignChapter 10. Customer-Defined Service StandardsChapter 11. Physical Evidence and the ServicescapePART FIVE: DELIVERING AND PERFORMING SERVICEChapter 12. Employees' Roles in Service DeliveryChapter 13. Customers' Roles in Service DeliveryChapter 14. Delivering Service through Intermediaries and Electronic Channels Chapter 15. Managing Demand and CapacityPART SIX: MANAGING SERVICE PROMISESChapter 16. Integrated Services Marketing CommunicationsChapter 17. Financial and Economic Effect of Services CASES
