European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third 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. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today.
New and updated material in this new edition include:
· - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field
· - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships
· - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner
Part 1: Foundations for servicesmarketing
Chapter 1 Introduction to services
Chapter 2 Consumer behaviour
Chapter 3 Customer expectations of service
Chapter 4 Customer perceptions service
Chapter 5 The gaps model
Part 2: Addressing provider gap 1:Understanding customer requirements
Chapter 6 Listening to customers
Chapter 7 Building customer relationships
Part 3: Addressing provider gap 2:Aligning service design and standards
Chapter 8 Service development and design
Chapter 9 Customer-define service standards
Chapter 10 The physical and virtual servicescapes
Part 4: Addressing provider gap 3:Delivering and performing service
Chapter 11 Employees’ role in service delivery
Chapter 12 Customers’ role in service delivery
Chapter 13 Delivering service through electronic channels andintermediaries
Chapter 14 Managing demand and capacity
Chapter 15 Service recovery
Part 5: Addressing provider gap 4:Managing service promises
Chapter 16 Managing external and internal communications
Chapter 17 Pricing of services
Part 6: Services and the bottom line
Chapter 18 The financial impact of service quality
Case Section
1: Disney's magic bands: Enhancingcustomer experience
2: Ryanair’s digital strategy to drivegrowth
3: Starbucks: Brewing more than justcoffee
4: Uniqlo: The future of retailclothing: Will uniqlo turn the world Japanese?
5: Employer branding at Mcdonald’s: RedefiningMcJobs
6: The Shangri-la Bosphorus Hotel:Extending the famed Shangri-la hospitality to turkey
7: London Victoria: Achieving businessturn-around through employee engagement
8: Redefining the AXA brand