This text replaces the 4Ps with the Gaps Model of Service Quality which makes explicit the difference between the marketing of goods and the marketing of services. Topics covered include: service quality; measuring service quality; links between marketing and other disciplines; and transforming a product firm into a service firm. The book focuses on customer expectations and perceptions, including customer-based pricing and value-pricing strategies to reflect the way to incorporate the customer into all decisions. Chapters discuss international services marketing and six case studies end the book.
目次
Part 1 Introduction: an introduction to services
key competitive trends and conceptual framework of the book. Part 2 Focus on the customer: consumer behaviour in services
customer expectations of service
customer perceptions of service. Part 3 Listening to customer requirements: understanding customer expectations through marketing research
building customer relationships through segmentation and retention strategies. Part 4 Aligning strategy - service design, and standards: customer-defined services standards
leadership and measurements systems for market-driven services performance
service design and positioning. Part 5 Delivering and performing service: employee roles in service delivery
delivering service through intermediaries
customer's roles in service delivery
managing demand and capacity
international service marketing. Part 6 Managing service promises : the role of advertising, personal selling, and other communication