Successful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service strategies for competitive advantage are key to their success.In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive Gaps model at the center of this approach. The new edition draws on the most recent research, and using up-to-date and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today.New and updated material in this new edition includes:• New content related to human resource strategies, including coverage of the role of robots and chatbots for delivering customer-focused services.• New coverage on listening to customers through research, big data, netnography and monitoring user-generated content.• Increased technology, social media and digital coverage throughout the text, including the delivery of services using mobile and digital platforms, as well as through the Internet of Things.• Brand new examples and case studies added from global and innovative companies including Turkish Airlines, Volvo, EasyJet and McDonalds.Available with McGraw-Hill’s Connect®, the well-established online learning platform, which features our award-winning adaptive reading experience as well as resources to help faculty and institutions improve student outcomes and course delivery efficiency.
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PART 1: Foundations for services marketing1: Introduction to services2: Consumer behaviour in services3: Customer expectations of service4: Customer perceptions of service5: The gaps model of service qualityPART 2: Understanding customer requirements6: Listening to customers7: Building customer relationshipsPART 3: Aligning service design and standards8: Service innovation and design9: Customer-defined service standards10: The physical and virtual servicescapePART 4: Delivering and performing service11: Employees' roles in service delivery12: Customers' roles in service delivery13: Delivering service through electronic channels and intermediaries14: Managing demand and capacity15: Service recoveryPART 5: Managing service promises16: Managing external and internal communications17: Pricing of servicesPART 6: Service and the bottom line18: The financial impact of service quality
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Produktdetaljer
ISBN
9781526847805
Publisert
2020-10-07
Utgave
4. utgave
Utgiver
Vendor
McGraw-Hill Education (UK) Ltd
Vekt
988 gr
Høyde
260 mm
Bredde
195 mm
Dybde
20 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet