Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.
1.Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
2.New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing.
3.New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.
4.McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.
PART I: FOUNDATIONS FOR SERVICE 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 Managing 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 Service Marketing Communications
Ch15 Pricing of Services
PART VII: SERVICE TRENDS: AI, ROBOTICS, AND THE BOTTOM LINE
Ch16 Artificial Intelligence and Robotics in Service
Ch17 The Financiel and Economic Impact of Service
作者：Valarie A. Zeithaml
現職：University of North Carolina at Chapel Hill
作者：Mary Jo Bitner
現職：Arizona State University
作者：Dwayne D. Gremler
現職：Bowling Green State University
作者：Martin Mende
現職：Florida State University