Services Marketing: Integrating Customer Focus Across the Firm (8版)

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【簡介】 Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. 1.Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries. 2.New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing. 3.New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. 4.McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development. 【目錄】 PART I: FOUNDATIONS FOR SERVICE MARKETING Ch 1 Introduction to Services Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality PART II: FOCUS ON THE CUSTOMER Ch 3 Customer Expectations of Service Ch 4 Customer Perceptions of Service PART III: UNDERSTANDING CUSTOMER REQUIREMENTS Ch 5 Listening to Customers through Research Ch 6 Managing Customer Relationships Ch 7 Service Recovery PART IV: ALIGNING SERVICE DESIGN AND STANDARDS Ch 8 Service Innovation and Design Ch 9 Customer-Defined Service Standards Ch10 Physical Evidence and the Servicescape PART V: DELIVERING AND PERFORMING SERVICE Ch11 Employees’ Roles in Service Ch12 Customers’ Roles in Service Ch13 Managing Demand and Capacity PART VI: MANAGING SERVICE PROMISES Ch14 Integrated Service Marketing Communications Ch15 Pricing of Services PART VII: SERVICE TRENDS: AI, ROBOTICS, AND THE BOTTOM LINE Ch16 Artificial Intelligence and Robotics in Service Ch17 The Financiel and Economic Impact of Service