McGraw-Hill Companies,Incorporated, 2006 - Business & Economics - 708 pages
Services Marketing, 4/e, by Zeithaml and Bitner 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.
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Foundations for Services Marketing
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advertising airline balanced scorecard bank behavior blueprint brand BusinessWeek chapter clients communication company's competitive consumers costs culture customer expectations customer satisfaction customer service customer's deliver demand desired service dimensions discussed easyCar effective employees evaluation example Exhibit experience factors Figure firm focus Giordano guarantee H&R Block Harvard Business Harvard Business Review identify IKEA important improve industry interaction internal Internet Journal of Marketing Jyske Jyske Bank loyalty marketing mix marketing research measures needs offer operations organization patients physical evidence problems profit provider gap purchase relationship relationship marketing response restaurant retail role service delivery service encounters service expectations service failure service provider service quality service recovery services marketing servicescape Source Southwest Airlines standards Starbucks strategies sumers tangible Technology Spotlight tion tomers types understand vice waiting yield management