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
Ch12 Customers' Roles in Service
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