Services Marketing
2nd Edition
Published on 11. November 1999
Book
Hardback
656 pages
978-0-07-231221-8 (ISBN)
Description
Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations, ports.
Dimensions
Height: 230 mm
Weight
1320 gr
ISBN-13
978-0-07-231221-8 (9780072312218)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Introduction to services. Part 1 Focus on the customer: consumer behaviour in services; customer expectations of services; customer perceptions of service. Part 2 Listening to customer requirements: understanding customer expectations and perceptions through marketing research; building customer relationships; service recovery. Part 3 Aligning strategy, service design and standards: service development and design; customer-defined service standards; physical evidence and the servicescape. Part 4 Delivering and performing service: employees' roles in service delivery; customer's roles in service delivery; delivering service through intermediaries and electronic channels; managing demand and capacity. Part 5 Managing service promises: integrated marketing communication for services; pricing of services. Part 6 The big picture: closing all the gaps - the financial and economic impact of service quality; integrated gaps model of service quality.