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Full Description
Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.
Contents
Part 1: Foundations for Services Marketing
Chapter 1: Introduction to Services
Chapter 2: Conceptual Framework of the Book: The Gaps Model of Service Quality
Part 2: Focus on the Customer
Chapter 3: Customer Expectations of Service
Chapter 4: Customer Perceptions of Service
Part 3: Understanding Customer Requirements
Chapter 5: Listening to Customers through Research
Chapter 6: Building Customer Relationships
Chapter 7: Service Recovery
Part 4: Aligning Service Design and Standards
Chapter 8: Service Innovation and Design
Chapter 9: Customer-Defined Service Standards
Chapter 10: Physical Evidence and the Servicescape
Part 5: Delivering and Performing Service
Chapter 11: Employees' Roles in Service Delivery
Chapter 12: Customers' Roles in Service Delivery
Chapter 13: Managing Demand and Capacity
Part 6: Managing Service Promises
Chapter 14: Integrated Service Marketing Communications
Chapter 15: Pricing of Services
Part 7: Service and the Bottom Line
Chapter 16: The Financial and Economic Impact of Service
