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Instructor Edition
Services Marketing: Integrating Customer Focus Across the Firm, 4/e

Valarie A. Zeithaml, University of North Carolina-Chapel Hill
Mary Jo Bitner, Arizona State University-Tempe
Dwayne D. Gremler, Bowling Green State University-Bowling Green

ISBN: 0072961945
Copyright year: 2006

Table of Contents



PART ONE
Foundations for Services Marketing

1 Introduction to Services

2 Conceptual Framework of the Book: The Gaps Model of Service Quality

PART TWO
Focus on the Customer

3 Consumer Behavior in Services

4 Customer Expectations of Service

5 Customer Perceptions of Service

PART THREE
Understanding Customer Requirements

6 Listening to Customers Through Research

7 Building Customer Relationships

8 Service Recovery

PART FOUR
Aligning Service Design and Standards

9 Service Development and Design

10 Customer-Defined Service Standards

11 Physical Evidence and the Servicescape

PART FIVE
Delivering and Performing Service

12 Employees’ Roles in Service Delivery

13 Customers’ Roles in Service Delivery

14 Delivering Service Through Intermediaries and Electronic Channels

15 Managing Demand and Capacity

PART SIX
Managing Service Promises

16 Integrated Services Marketing Communications

17 Pricing of Services

PART SEVEN
Service and the Bottom Line

18 The Financial and Economic Impact of Service

CASES

INDEX


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