Services Marketing
By Zeithaml; Bitner
DESCRIPTION
SERVICES MARKETING, 3/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.
CONTENTS
CHAPTER 1. Introduction to Services
Part ONE: FOCUS ON THE CUSTOMER
CHAPTER 2. Consumer Behavior in Services
CHAPTER 3. Customer Expectations in Services
CHAPTER 4. Customer Perceptions in Services
Part TWO: LISTENING TO CUSTOMER REQUIREMENTS
CHAPTER 5. Understanding Customer Expectations and Perceptions through Marketing
CHAPTER 6. Building Customer Relationships
CHAPTER 7. Service Recovery
Part THREE: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS
CHAPTER 8. Service Development and Design
CHAPTER 9. Customer-Defined Service Standards
CHAPTER 10. Physical Evidence and the Servicescape
Part FOUR: DELIVERING AND PERFORMING SERVICE
CHAPTER 11. Employees' Roles in Service Delivery
CHAPTER 12. Customers' Roles in Service Delivery
CHAPTER 13. Delivering Service through Intermediaries and Electronic Channels
CHAPTER 14. Managing Demand and Capacity
Part FIVE: MANAGING SERVICE PROMISES
CHAPTER 15. Integrated Services Marketing Communications
CHAPTER 16. Pricing of Services
Part SIX: THE BIG PICTURE -CLOSING ALL THE GAPS
CHAPTER 17. The Financial and Economic Effect of Services
CHAPTER 18. The Integrated Gaps Model of Service Quality
CASES
Virgin Atlantic Airways?Ten Years After
Custom Research
Northwest Airlines (New)
The Four Seasons (New)
Ernst & Young LLP
The Quality Improvement Customers Didn't Want
General Electric Medical Systems
North Pittsburgh Telephone Company
Giordono (New)
668 pages
