Services Marketing, 4/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition.



Table of Contents:

PART ONE: FOUNDATIONS FOR SERVICES MARKETING

Chapter 1. Introduction to Services

Chapter 2. Conceptual Framework for the Book: The Gaps Model of Service Quality

PART TWO: FOCUS ON THE CUSTOMER

Chapter 3. Consumer Behavior in Services

Chapter 4. Customer Expectations in Services

Chapter 5. Customer Perceptions in Services

PART THREE: UNDERSTANDING CUSTOMER REQUIREMENTS

Chapter 6. Listening to Customers through Research

Chapter 7. Building Customer Relationships

Chapter 8. Service Recovery

PART FOUR: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS

Chapter 9. Service Development and Design

Chapter 10. Customer-Defined Service Standards

Chapter 11. Physical Evidence and the Servicescape

PART FIVE: DELIVERING AND PERFORMING SERVICE

Chapter 12. Employees? Roles in Service Delivery

Chapter 13. Customers? Roles in Service Delivery

Chapter 14. Delivering Service through Intermediaries and Electronic Channels

Chapter 15. Managing Demand and Capacity

PART SIX: MANAGING SERVICE PROMISES

Chapter 16. Integrated Services Marketing Communications

Chapter 17. Pricing of Services

PART SEVEN: OUTCOMES OF SERVICE INVESTMENTS

Chapter 18. The Financial and Economic Effect of Services

CASES