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This title introduces a ground-breaking approach to the services marketing course. It replaces the 4Ps with the Gaps model of service quality. The Gaps service quality model makes explicit the difference between the marketing of goods and the marketing of services, as well as the differences between the way the principles of marketing course handles the marketing mix and the way the service marketing course does. Written by extremely well-respected people in services marketing, this book is the first integrated services marketing text in the field. It covers topics of critical importance for the 1990s, such as service quality, links between marketing and other disciplines (e.g. production and operations management and human resources management), and transforming a product firm into a service firm. The text ends with six comprehensive cases.

Tabla de contenidos provista por Syndetics

• 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)