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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.

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)