| Introduction | |
The book provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition. | |
| Key features | |
| About the author | |
Valarie Zeithaml The Roy and Alice H. Richards Bicentennial Professor and MBA Associate Dean at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. Since receiving her MBA and PhD in marketing from the Robert H. Smith School of Business at the University of Maryland in 1980, Professor Zeithaml has devoted her career to researching and teaching the topics of service quality and services management. She is the co-author of Delivering Quality Service: Balancing Customer Perceptions and Expectations (Free Press, 1990), now in its 13th printing; and Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy (with Roland Rust and Katherine Lemon, Free Press, 2000). In 2002, Driving Customer Equity won the first Berry?American Marketing Association Book Prize for the best marketing book of the past three years. Mary Jo Bitner The PETsMART Chair in Services Leadership in the Marketing Department at the W. P. Carey School of Business, Arizona State University. She also serves as Academic Director for the Center for Services Leadership at ASU. Dr. Bitner was a founding faculty member of the Center for Services Leadership and has been a leader in its emergence as a premier university-based center for the study of services marketing and management. In the mid-1990s she led the development of the W. P. Carey MBA Services Marketing and Management specialization. Dwayne Gremler Associate Professor of Marketing at Bowling Green State University. He received his MBA and PhD degrees from the W. P. Carey School of Business at Arizona State University. Throughout his academic career, Dr. Gremler has been a passionate advocate for the research and instruction of services marketing issues. He has served as Chair of the American Marketing Association?s Services Marketing Special Interest Group and has helped organize services marketing conferences in Australia, The Netherlands, France, and the United States. Ajay Pandit Prior to rejoining Faculty of Management Studies, University of Delhi, spent one year as Professor, School of Economics and Management, Hainan University, Haikou, Hainan, China. Before joining Hainan University, he was Dean and Professor at the School of Management Studies, Guru Gobind Singh Indraprastha University (GGSIPU) on deputation from Faculty of Management Studies (FMS), University of Delhi. He has also been the Dean of School of Environment, School of Education and School of Humanities at the Indraprastha University. Professor Pandit has been on the faculty of FMS, a top 10 B-School in India, for more than 29 years. | |
| Table of contents | |
PART I: FOUNDATIONS FOR SERVICES MARKETING Chapter 1. Introduction to Services Chapter 2. Conceptual Framework for the Book: The Gaps Model of Service Quality PART II: FOCUS ON THE CUSTOMER Chapter 3. Consumer Behavior in Services Chapter 4. Customer Expectations in Services Chapter 5. Customer Perceptions in Services PART III: UNDERSTANDING CUSTOMER REQUIREMENTS Chapter 6. Listening to Customers through Research Chapter 7. Building Customer Relationships Chapter 8. Service Recovery PART III: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS Chapter 9. Service Development and Design Chapter 10. Customer-Defined Service Standards Chapter 11. Physical Evidence and the Services cape PART IV: DELIVERING AND PERFORMING SERVICE Chapter 12. Employees? Roles in Service Delivery Chapter 13. Customers? Roles in Service Delivery Chapter 14. Delivering Service through Intermediaries and Electronic Channels Chapter 15. Managing Demand and Capacity PART V: MANAGING SERVICE PROMISES Chapter 16. Integrated Services Marketing Communications Chapter 17. Pricing of Services PART VI: OUTCOMES OF SERVICE INVESTMENTS Chapter 18. The Financial and Economic Effect of Services CASES | |
