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Services marketing : integrating customer focus across the firm / Alan Wilson [and 3 others].

Author: Alan Wilson
Publisher: Maidenhead : McGraw-Hill Higher Education, 2012.
Edition/Format:   Print book : English : Second European editionView all editions and formats
Summary:

Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations  Read more...

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Document Type: Book
All Authors / Contributors: Alan Wilson
ISBN: 9780077131715 0077131711
OCLC Number: 762988663
Notes: Previous edition: 2008.
Adapted from Services marketing : integrating customer focus across / Valar A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler.
Description: xxv, 559 pages : color illustrations ; 27 cm.
Contents: Part 1: Foundations of Services Marketing 1. Introduction to services 2. Consumer Behaviour in services 3. Customer expectations of service 4. Customer perceptions of service 5. Conceptual framework of the book: the gaps model of service quality Part 2: Understanding Customer Requirements 6. Listening to customers through research 7. Building customer relationships Part 3: Aligning Service Design and Standards 8. Service development and design 9. Customer-defined service standards 10. Physical evidence and the servicescape Part 4: Delivering and Performing Service 11. Employees' roles in service delivery 12. Customers' roles in service delivery 13. Delivering service through technology and intermediaries 14. Managing demand and capacity 15. Service recovery Part 5: Managing Service Promises 16. Integrated services marketing communications 17. Pricing of services Part 6: Service and the Bottom Line 18. The financial impact of service quality

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