Services marketing : integrating customer focus across the firm
著者
書誌事項
Services marketing : integrating customer focus across the firm
McGraw-Hill/Irwin, c2006
4th ed
大学図書館所蔵 全7件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes index
内容説明・目次
内容説明
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.
目次
PART ONE: FOUNDATIONS FOR SERVICES MARKETINGChapter 1. Introduction to ServicesChapter 2. Conceptual Framework for the Book: The Gaps Model of Service QualityPART TWO: FOCUS ON THE CUSTOMERChapter 3. Consumer Behavior in 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. Pricing of ServicesPART SEVEN: OUTCOMES OF SERVICE INVESTMENTSChapter 18. The Financial and Economic Effect of Services CASES
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