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Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries.
In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.
Table of contents
PART 1 - Foundations for Services Marketing Chapter 1 - Introduction to Services Chapter 2 - Conceptual Framework of the Book: The Gaps Model of Service Quality
PART 2 - Focus on the Customer Chapter 3 - Customer Expectations of Service Chapter 4 - Customer Perceptions of Service
PART 3 - Understanding Customer Requirements Chapter 5 - Listening to Customers through Research Chapter 6 - Building Customer Relationships Chapter 7 - Service Recovery
PART 4 - Aligning Service Design and Standards Chapter 8 - Service Innovation and Design Chapter 9 - Customer-Defined Service Standards Chapter 10 - Physical Evidence and the Servicescape
PART 5 - Delivering and Performing Service Chapter 11 - Employees' Roles in Service Delivery Chapter 12 - Customers' Roles in Service Delivery Chapter 13 - Managing Demand and Capacity
PART 6 - Managing Service Promises Chapter 14 - Integrated Services Marketing Communications Chapter 15 - Pricing of Services
PART 7 - Service and the Bottom Line Chapter 16 - The Financial and Economic Impact of Service