"Services Marketing" 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.
Part 1 Foundations for Services Marketing
Part 2 Focus on the Customer
Part 3 Understanding Customer Requirements
Part 4 Aligning Service Design and Standards
Part 5 Delivering and Performing Service
Part 6 Managing Service Promises
Part 7 Service and the Bottom Line
- Cases
- Photo Credits
- Index