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.
|About the author|
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.
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.
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