Services Marketing (7th Edition)

Description

Table of Contents

1. Part 1: Foundations for Service Marketing
   1. Chapter 1 Introduction to Services
   2. Chapter 2 Conceptual Framework of the Book: The Gaps Model of Service Quality
2. Part 2: Focus on the Customer
   1. Chapter 3 Customer Expectations of Service
   2. Chapter 4 Customer Perceptions of Service
3. Part 3: Understanding Customer Requirements
   1. Chapter 5 Listening to Customers through Research
   2. Chapter 6 Building Customer Relationships
   3. Chapter 7 Service Recovery
4. Part 4: Aligning Service Design and Standards
   1. Chapter 8 Service Innovation and Design
   2. Chapter 9 Customer-Defined Service Standards
   3. Chapter 10 Physical Evidence and the Servicescape
5. Part 5: Delivering and Performing Service
   1. Chapter 11 Employees’ Roles in Service
   2. Chapter 12 Customers’ Roles in Service
   3. Chapter 13 Managing Demand and Capacity
6. Part 6: Managing Service Promises
   1. Chapter 14 Integrated Service Marketing Communications
   2. Chapter 15 Pricing of Services
7. Part 7: Service and the Bottom Line
   1. Chapter 16 The Financial and Economic Impact of Service
   2. Case 1: Home Solutions (India) Limited – Kitchen Section
   3. Case 2: Merit-Trac: A Test in Everyone’s Life
   4. Case 3: Ferns N Petals (FNP)
   5. Case 4: BharatMatrimony
   6. Case 5: BookmyShow
   7. Case 6: Airbnb India: Growth Pangs?