Services Marketing 5th Edition Zeithaml Test Bank
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Services Marketing 5th Edition Zeithaml Test Bank
Product details:
- ISBN-10 : 0073380938
- ISBN-13 : 978-0073380933
- Author: Valarie Zeithaml
Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.
Table contents:
Part One Foundations for Services Marketing 1 Introduction to Services 2 Conceptual Framework of the Book: The Gaps Model of Service Quality
Part Two Focus on the Customer 3 Consumer Behavior in Services 4 Customer Expectations of Service 5 Customer Perceptions of Service
Part Three Understanding Customer Requirements 6 Listening to Customers Through Research 7 Building Customer Relationships 8 Service Recovery
Part Four Aligning Service Design and Standards 9 Service Development and Design 10 Customer-Defined Service Standards 11 Physical Evidence and the Servicescape
Part Five delivering and Performing Service 12 Employees’ Roles in Service Delivery 13 Customers’ Roles in Service Delivery 14 Delivering Service Through Intermediaries and Electronic Channels 15 Managing Demand and Capacity
Part Six Managing Service Promises 16 Integrated Services Marketing Communications 17 Pricing of Services
Part Seven Service and the Bottom Line 18 The Financial and Economic Impact of Service Cases Index
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