European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.
- Limba : Engleza
- Cuprins : Part One: Foundations for services Marketing 1. Introduction to Services 2. Consumer Behaviour in Services 3. Consumer Expectations of Service 4. Customer Perceptions of Service 5. Conceptual Framework of the Book- The Gaps Model of Service Quality Part Two: Understanding Customer Requirements 6. Listening to Customers Through Research 7. Building Customer Relationships Part Three: Aligning Service Design and Standards 7. Service Development and Design 8. Customer Defined Service Standards 9. Physical Evidence and the Servicescape Part Four: Delivering and Performing Service 11. Employees' Roles in Service Delivery 12. Customers' Roles in Service Delivery 13. Delivering Service through Technology and Intermediaries 14. Managing Demand and Capacity 15. Service Recovery Part Five: Managing Service Promises 16. Integrated Service Marketing Communications 17. Pricing of Services Part Six: Service and the Bottom Line 18. The Financial Impact of Service Quality Case Section 1. Tesco-
- ISBN : 9780077107956