Services Marketing: Integrating Customer Focus Across the Firm - Brossura

Wilson, Alan; Zeithaml, Valarie; Bitner, Mary Jo; Gremler, Dwayne

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9780077131715: Services Marketing: Integrating Customer Focus Across the Firm

Brossura

ISBN 10: 0077131711 ISBN 13: 9780077131715

Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 2012

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Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.

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L'autore:

Alan Wilson is Professor of Marketing and Head of the Marketing Department within the University of Strathclyde Business School. He specializes in the marketing of services, has a PhD in the subject, and has been invited to deliver lectures and seminars on both services marketing and marketing research in a variety of countries throughout the world, to both student and executive audiences.

Contenuti:

Part 1: Foundations of Services Marketing

1.Introduction to services

2.Consumer Behaviour in services

3.Customer expectations of service

4.Customer perceptions of service

5.Conceptual framework of 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 Service Design and Standards

8.Service development 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 technology and intermediaries

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

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.