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Services Marketing: Integrating Customer Focus Across the Firm
作  /  譯    者 : Valarie A. Zeithaml,Mary Jo Bitner,Dwayne D. Gremler
I S B N -  13 : 9781260083521
I S B N -  10 : 1260083527
類             別: 服務行銷
版             次: 7 版
年             份: 2018
規             格: 514 頁
出     版     商: McGraw Hill Education
     

1.Maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter.

2.Includes increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.

PARTⅠ: FOUNDATIONS FOR SERVICES MARKETING
Ch 1 Introduction to Services
Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality

PART Ⅱ: FOCUS ON THE CUSTOMER
Ch 3 Customer Expectations of Service
Ch 4 Customer Perceptions of Service

PART Ⅲ: UNDERSTANDING CUSTOMER REQUIREMENTS
Ch 5 Listening to Customers through Research
Ch 6 Building Customer Relationships
Ch 7 Service Recovery

PART Ⅳ: ALIGNING SERVICE DESIGN AND STANDARDS
Ch 8 Service Innovation and Design
Ch 9 Customer-Defined Service Standards
Ch10 Physical Evidence and the Servicescape

PART Ⅴ: DELIVERING AND PERFORMING SERVICE
Ch11 Employees' Roles in Service Delivery
Ch12 Customers' Roles in Service Delivery
Ch13 Managing Demand and Capacity

PART Ⅵ: MANAGING SERVICE PROMISES
Ch14 Integrated Services Marketing Communications
Ch15 Pricing of Services

PART Ⅶ: SERVICE AND THE BOTTOM LINE
Ch16 The Financial and Economic Impact of Service

作者:Valarie A. Zeithaml
現職:University of North Carolina

作者:Mary Jo Bitner
現職:Arizona State University

作者:Dwayne D. Gremler
現職:Bowling Green State University

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