Services marketing : integrating customer focus across the firm / [printed text] / Valarie A. Zeithaml, Author ; Mary Jo Bitner, Author  . -  2nd Edition . - Boston, MA : Irwin McGraw-Hill, 2000 . - xxviii, 620 p. : ill. (b & w) ; 27 cm.
ISBN : 978-0-07-231221-8
This is a text for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages.

Class number:	658.8
Abstract:	This text is for students and business people who recognize the vita; role that services and play in the economy and its future. The advanced economies of the world are now dominated by services and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages.
Contents note:	1. Introduction to Services Part One: Focus on the Customer 2. Consumer Behavior in Services; 3. Customer Expectations of Service; 4. Customer Perceptions of Service Part Two: Listening to Customer Requirements 5. Understanding Customer Expectations and Perceptions through Marketing Research; 6. Building Customer Relationships; 7. Service Recovery Part Three: Aligning Strategy, Service Design, and Standards 8. Service Development and Design; 9. Customer-Defined Service Standards; 10. Physical Evidence and the Servicescape Part Four: 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 Part Five: Managing Service Promises 15. Integrated Services Marketing Communications; 16. Pricing Services Part Six: The Big Picture - Closing All the Gaps 17. The Financial Economic Effect of Services; 18. The Integrated Gaps Model of Service Quality Cases: Virgin Atlantic Airways - Ten Years After; Euro Disney: The First 100 Days; Custom Research Inc. 9A); AT&T (A): Focusing the Services Salesforce on Customers; AT&T (C): Employees as Customers; Ernst & Young LLP; The Quality Improvement Customers Didn't Want; General Electric Medical Systems; North Pittsburgh Telephone Company. Index