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Services Marketing


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Table of Contents

PART ONE: FOUNDATIONS FOR SERVICES MARKETINGChapter 1. Introduction to ServicesChapter 2. Conceptual Framework for the Book: The Gaps Model of Service QualityPART TWO: FOCUS ON THE CUSTOMERChapter 3. Consumer Behavior in ServicesChapter 4. Customer Expectations in ServicesChapter 5. Customer Perceptions in ServicesPART THREE: UNDERSTANDING CUSTOMER REQUIREMENTSChapter 6. Listening to Customers through ResearchChapter 7. Building Customer RelationshipsChapter 8. Service RecoveryPART FOUR: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDSChapter 9. Service Development and DesignChapter 10. Customer-Defined Service StandardsChapter 11. Physical Evidence and the ServicescapePART FIVE: DELIVERING AND PERFORMING SERVICEChapter 12. Employees’ Roles in Service DeliveryChapter 13. Customers’ Roles in Service DeliveryChapter 14. Delivering Service through Intermediaries and Electronic Channels Chapter 15. Managing Demand and CapacityPART SIX: MANAGING SERVICE PROMISESChapter 16. Integrated Services Marketing CommunicationsChapter 17. Pricing of ServicesPART SEVEN: OUTCOMES OF SERVICE INVESTMENTSChapter 18. The Financial and Economic Effect of Services CASES

About the Author

Valarie Zeithaml is an award-winning teacher and researcher, and an internationally recognized pioneer of services marketing. Dr. Zeithaml has researched customer expectations in more than 50 industries. She has consulted with service and product companies, including IBM, Kaiser Permanente, GE, John Hancock Financial Services, Aetna, AT&T, Metropolitan Life Insurance, Bank of America, Chase Manhattan Bank, Allstate, and Procter and Gamble.For her work that is influencing the future direction of marketing, she was named a Thomson Reuters Highly Cited Researcher in the report on "The World's Most Influential Scientific Minds."The American Marketing Association (AMA) named her a Marketing Legend in 2016. She was selected for its inaugural cohort of AMA Fellows for her significant contributions to the research, theory and practice of marketing and service to the AMA in 2015.In 2008, the AMA awarded her with the Paul D. Converse Award, which is granted every four years to individuals who have made outstanding and enduring contributions to marketing through journal articles, books or a body of work. She received the AMAs Career Contributions to the Services Discipline Award in 2001.She received both the Innovative Contributor to Marketing Award from the Marketing Management Association and the Outstanding Marketing Educator Award from the Academy of Marketing Science in 2004.Dr. Zeithaml is the author or co-author of seven prized books, including  Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, Delivering Quality Service: Balancing Customer Perceptions and Expectations, and this best-selling textbook. She received her PhD and MBA from the University of Maryland, and her BA from Gettysburg College.

MARY JO BITNER serves as Academic Director for the Center for Services Leadership at Arizona State University. Dr. Bitner was a founding faculty member of the Center for Services Leadership created for the study of services marketing and management. Dr. Bitner has published more than 50 articles and has received a number of awards for her research in leading journals, including the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Retailing, International Journal of Service Industry Management, and Academy of Management Executive. She has consulted with and presented seminars and workshops for numerous businesses. In 2003, Dr. Bitner was honored with the Career Contributions to the Services Discipline award by the American Marketing Associations Services Special Interest Group. 

DWAYNE D. GREMLER, Bowling Green State University, received his MBA and PhD degrees from Arizona State University. He is a passionate advocate for the research and instruction of services marketing issues. He has served as Chair of the American Marketing Associations Services Marketing Special Interest Group and has helped organize services marketing conferences in Australia, The Netherlands, France, and the United States. He has been the recipient of several research awards and while a professor at the University of Idaho, Dr. Gremler received the First Interstate Bank Student Excellence in Award for teaching, an award determined by students in the College of Business and Economics.

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