| Description |
xxvi, 531 pages : illustrations ; 26 cm cm |
| Contents |
pt. 1. Foundations for Services Marketing. Ch. 1. Introduction to Services -- Ch. 2. Conceptual Framework of the Book: The Gaps Model of Service Quality |
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pt. 2. Focus on the Customer. Ch. 3. Customer Expectations of Service -- Ch. 4. Customer Perceptions of Service |
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pt. 3. Understanding Customer Requirements. Ch. 5. Listening to Customers through Research -- Ch. 6. Building Customer Relationships Ch. 7. Service Recovery |
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pt. 4. Aligning Service Design and Standards. Ch. 8. Service Innovation and Design -- Ch. 9. Customer-Defined Service Standards -- Ch. 10. Physical Evidence and the Servicescape |
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pt. 5. Delivering and Performing Service. Ch. 11. Employees' Roles in Service Delivery -- Ch. 12. Customers' Roles in Service Delivery Ch. 13. Managing Demand and Capacity |
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pt. 6. Managing Service Promises. Ch. 14. Integrated Services Marketing Communications -- Ch. 15. Pricing of Services |
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pt. 7. Service Trends: AI, Robotics, and the Bottom Line. Ch. 16. Artificial Intelligence and Robotics in Service -- Ch. 17. The Financial Economic Impact of Service |
| Summary |
"Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrows businesses as they attempt to build strong relationships with their customers."--Publisher's website |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Service industries -- Marketing
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Customer services
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Marketing
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marketing.
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Customer services
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Marketing
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Service industries -- Marketing
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Dienstleistung
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Marketing
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| Author |
Bitner, Mary Jo
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Gremler, Dwayne D
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Martin Mende
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| ISBN |
9780078112058 |
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0078112052 |
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9780071086967 |
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007108696X |
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9781266287152 (paperback) |
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1266287159 (paperback) |
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