Services Marketing: Integrating Customer Focus Across the Firm ISE

Table of Contents

Part 1: Foundations for Service Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality


Part 2: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service


Part 3: Understanding Customer Requirements
5. Listening to Customers through Research
6. Managing Customer Relationships
7. Service Recovery


Part 4: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape


Part 5: Delivering and Performing Service
11. Employees’ Roles in Service
12. Customers’ Roles in Service
13. Managing Demand and Capacity


Part 6: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services


Part 7: Service Trends: AI, Robotics, and the Bottom Line
16. Artificial Intelligence and Robotics in Service
17. The Financial and Economic Impact of Service

Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.   

• Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries. 

• New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing. 

• New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. 

• McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.