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Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.
Table of Contents
Foundations for Services Marketing
Introduction to Services
Conceptual Framework of the Book: The Gaps Model of Service Quality
Focus on the Customer
Consumer Behavior in Services
Customer Expectations of Service
Customer Perceptions of Service
Understanding Customer Requirements
Listening to Customers Through Research
Building Customer Relationships
Aligning Service Design and Standards
Service Development and Design
Customer-Defined Service Standards
Physical Evidence and the Servicescape
Delivering and Performing Service
Employees' Roles in Service Delivery
Customers' Roles in Service Delivery
Delivering Service Through Intermediaries and Electronic Channels
Managing Demand and Capacity
Managing Service Promises
Integrated Services Marketing Communications
Pricing of Services
Service and the Bottom Line
The Financial and Economic Impact of Service
Table of Contents provided by Publisher. All Rights Reserved.