Services Marketing : Integrating Customer Focus Across the Firm

Services Marketing' geeft een duidelijk overzicht en analyse van de kwesties, praktijk en strategie betreffende dienstenmarketing. Ieder deel van het boek bevat meerdere hoofdstukken met strategieën om kritische punten te begrijpen. Consumentengedrag, verwachtingen en percepties worden in het begin van het boek besproken, als de basis van het begrijpen van dienstenmarketing strategieën. Table of contents : About the authors
Preface
Acknowledgments
Guided tour
Technology to enhance learning and teaching

Part 1: Foundations for Services Marketing
1. Introduction to Services
2. Consumer Behavior in Services
3. Customer Expectations in Services
4. Customer Perceptions in Services
5. Conceptual Framework for the Book: The Gaps Model of Service Quality

Part 2: Understanding Customer Requirements
6. Listening to Customers through Research
7. Building Customer Relationships

Part 3: Aligning Strategy Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape

Part 4: Delivering and Performing Service
11. Employees' Roles in Service Delivery
12. Customers' Roles in Service Delivery
13. Delivering Service through Intermediaries and Electronic Channels
14. Managing Demand and Capacity
15. Service Recovery

Part 5: Managing Service Promises
16. Integrated Services Marketing Communications
17. Pricing of Services

Part 6: Service and the Bottom Line
18. The Financial impact of service quality

Case Section
1: Starbucks: Brewing more than just Coffee
2: The Ritz-Carlton: Managing the Mystique
3: Redefining the AXA Brand
4: Pioneering Healhty quick Service Food: The Case of Yo! Sushi
5: TESCO: The customer Relationship Management Champion
6: Ryanair - The low Fares Airline: Whither Now?
7: McDonald's in UK: the competitive strategies
8: Disneyland Resort Paris: Mickey goes to Europe

Index