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
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European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Drawing on research and using examples, this book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing.
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Part 1: Foundations for servicesmarketingChapter 1 Introduction to servicesChapter 2 Consumer behaviourChapter 3 Customer expectations of serviceChapter 4 Customer perceptions serviceChapter 5 The gaps modelPart 2: Addressing provider gap 1:Understanding customer requirementsChapter 6 Listening to customersChapter 7 Building customer relationshipsPart 3: Addressing provider gap 2:Aligning service design and standardsChapter 8 Service development and designChapter 9 Customer-define service standardsChapter 10 The physical and virtual servicescapesPart 4: Addressing provider gap 3:Delivering and performing serviceChapter 11 Employees’ role in service deliveryChapter 12 Customers’ role in service deliveryChapter 13 Delivering service through electronic channels andintermediariesChapter 14 Managing demand and capacityChapter 15 Service recoveryPart 5: Addressing provider gap 4:Managing service promisesChapter 16 Managing external and internal communicationsChapter 17 Pricing of servicesPart 6: Services and the bottom lineChapter 18 The financial impact of service qualityCase Section1: Disney's magic bands: Enhancingcustomer experience2: Ryanair’s digital strategy to drivegrowth3: Starbucks: Brewing more than justcoffee4: Uniqlo: The future of retailclothing: Will uniqlo turn the world Japanese?5: Employer branding at Mcdonald’s: RedefiningMcJobs6: The Shangri-la Bosphorus Hotel:Extending the famed Shangri-la hospitality to turkey7: London Victoria: Achieving businessturn-around through employee engagement8: Redefining the AXA brand
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Produktdetaljer
ISBN
9780077169312
Publisert
2016-04-16
Utgave
3. utgave
Utgiver
Vendor
McGraw-Hill Inc.,US
Vekt
942 gr
Høyde
261 mm
Bredde
194 mm
Dybde
18 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet