Services Marketing: Integrating Customer Focus Across the Firm Third European Edition Alan Wilson

Services Marketing: Integrating Customer Focus Across the Firm Third European Edition Alan Wilson- Ebook Instant Download/Delivery ISBN(s): 9780077169312,007716931X

Product details:

• ISBN 10:007716931X
• ISBN 13:9780077169312
• Author:Alan Wilson

Table contents:

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 servicesPart 6: Services and the bottom line

Chapter 18 The financial impact of service qualityCase

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