Services Marketing: Integrating Customer Focus Across the Firm
Valarie A. Zeithaml,
University of North Carolina Mary Jo Bitner,
Arizona State University Dwayne D. Gremler,
Bowling Green State University Thomas Mahaffey,
Saint Francis Xavier Univeristy Bobbi Hiltz,
Saint Francis Xavier University
ISBN: 0070964521 Copyright year: 2007
Table of Contents
PART ONE Foundations for Services Marketing 1
Chapter 1 Introduction to Services 2
Chapter 2 Conceptual Framework of This Book:
The Gaps Model of Service Quality 28
PART TWO Focus on the Customer 45
Chapter 3 Consumer Behaviour in Services 46
Chapter 4 Customer Expectations of Service 74
Chapter 5 Customer Perceptions of Service 95
PART THREE Understanding Customer Requirements 123
Chapter 6 Listening to Customers Through Research 126
Chapter 7 Building Customer Relationships 156
Chapter 8 Service Recovery 187
PART FOUR Aligning Service Design and Standards 219
Chapter 9 Service Development and Design 220
Chapter 10 Customer-Defined Service Standards 248
Chapter 11 Physical Evidence and the Servicescape 270
PART FIVE Delivering and Performing Service 297
Chapter 12 Employees’ Roles in Service Delivery 299
Chapter 13 Customers’ Roles in Service Delivery 331
Chapter 14 Delivering Service Through Intermediaries and
Electronic Channels 361
Chapter 15 Managing Demand and Capacity 387
PART SIX Managing Service Promises 419
Chapter 16 Integrated Services Marketing Communications 421
Chapter 17 Pricing of Services 446
PART SEVEN Service and the Bottom Line 477
Chapter 18 The Financial and Economic Impact of Service 478
EXERCISES AND MINI CASES 504
DECISION CASES 541
INDEX 619
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2007 McGraw-Hill Higher Education