Services Marketing
Integrating Customer Focus Across The Firm
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „Services Marketing “
Part One Foundations for Services Marketing 1 Introduction to Services
2 Conceptual Framework of the Book: The Gaps Model of Service Quality
Part Two Focus on the Customer
3 Consumer Behavior in Services
4 Customer Expectations of Service
5 Customer Perceptions of Service
Part Three Understanding Customer Requirements
6 Listening to Customers Through Research
7 Building Customer Relationships
8 Service Recovery
Part Four Aligning Service Design and Standards
9 Service Development and Design
10 Customer-Defined Service Standards
11 Physical Evidence and the Servicescape
Part Five delivering and Performing Service
12 Employees' Roles in Service Delivery
13 Customers' Roles in Service Delivery
14 Delivering Service Through Intermediaries and Electronic Channels
15 Managing Demand and Capacity
Part Six Managing Service Promises
16 Integrated Services Marketing Communications
17 Pricing of Services
Part Seven Service and the Bottom Line
18 The Financial and Economic Impact of Service
Cases
Index
Autoren-Porträt von Mary J. Bitner, Dwayne D. Gremler, Valerie Zeithaml
Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation.
Bibliographische Angaben
- Autoren: Mary J. Bitner , Dwayne D. Gremler , Valerie Zeithaml
- 2008, 5th edition, XXVIII, 708 Seiten, Maße: 20,3 x 25,3 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Professional
- ISBN-10: 0071263934
- ISBN-13: 9780071263931
Sprache:
Englisch
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