Services marketing : integrating customer focus across the firm

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書誌事項

Services marketing : integrating customer focus across the firm

Valarie A. Zeithaml ... [et al.]

McGraw Hill, c2024

8th ed., international student ed

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注記

"This international student edition is for use outside of the U. S." -- On cover

Includes index

内容説明・目次

内容説明

Zeithaml/Bitner/Gremler, 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. * Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries. * New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing. * New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. * McGraw Hill's Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

目次

Table of Contents Part 1: Foundations for Service 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 Perceptions of Service Part 3: Understanding Customer Requirements 5. Listening to Customers through Research 6. Managing Customer Relationships 7. Service Recovery Part 4: Aligning Service Design and Standards 8. Service Innovation and Design 9. Customer-Defined Service Standards 10. Physical Evidence and the Servicescape Part 5: Delivering and Performing Service 11. Employees' Roles in Service 12. Customers' Roles in Service 13. Managing Demand and Capacity Part 6: Managing Service Promises 14. Integrated Service Marketing Communications 15. Pricing of Services Part 7: Service Trends: AI, Robotics, and the Bottom Line 16. Artificial Intelligence and Robotics in Service 17. The Financial and Economic Impact of Service

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