PART ONE: FOUNDATIONS FOR SERVICES MARKETINGChapter 1. Introduction to ServicesChapter 2. Conceptual Framework for the Book: The Gaps Model of Service QualityPART TWO: FOCUS ON THE CUSTOMERChapter 3. Consumer Behavior in ServicesChapter 4. Customer Expectations in ServicesChapter 5. Customer Perceptions in ServicesPART THREE: UNDERSTANDING CUSTOMER REQUIREMENTSChapter 6. Listening to Customers through ResearchChapter 7. Building Customer RelationshipsChapter 8. Service RecoveryPART FOUR: ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDSChapter 9. Service Development and DesignChapter 10. Customer-Defined Service StandardsChapter 11. Physical Evidence and the ServicescapePART FIVE: DELIVERING AND PERFORMING SERVICEChapter 12. Employees’ Roles in Service DeliveryChapter 13. Customers’ Roles in Service DeliveryChapter 14. Delivering Service through Intermediaries and Electronic Channels Chapter 15. Managing Demand and CapacityPART SIX: MANAGING SERVICE PROMISESChapter 16. Integrated Services Marketing CommunicationsChapter 17. Pricing of ServicesPART SEVEN: OUTCOMES OF SERVICE INVESTMENTSChapter 18. The Financial and Economic Effect of Services CASES
Valarie Zeithaml is an award-winning teacher and researcher, and an
internationally recognized pioneer of services marketing. Dr.
Zeithaml has researched customer expectations in more than 50
industries. She has consulted with service and product companies,
including IBM, Kaiser Permanente, GE, John Hancock Financial
Services, Aetna, AT&T, Metropolitan Life Insurance, Bank of
America, Chase Manhattan Bank, Allstate, and Procter and Gamble.For
her work that is influencing the future direction of marketing, she
was named a Thomson Reuters Highly Cited Researcher in the report
on "The World's Most Influential Scientific Minds."The American
Marketing Association (AMA) named her a Marketing Legend in 2016.
She was selected for its inaugural cohort of AMA Fellows for her
significant contributions to the research, theory and practice of
marketing and service to the AMA in 2015.In 2008, the AMA awarded
her with the Paul D. Converse Award, which is granted every four
years to individuals who have made outstanding and enduring
contributions to marketing through journal articles, books or a
body of work. She received the AMAs Career Contributions to the
Services Discipline Award in 2001.She received both the Innovative
Contributor to Marketing Award from the Marketing Management
Association and the Outstanding Marketing Educator Award from the
Academy of Marketing Science in 2004.Dr. Zeithaml is the author or
co-author of seven prized books, including Driving Customer
Equity: How Customer Lifetime Value is Reshaping Corporate
Strategy, Delivering Quality Service: Balancing Customer
Perceptions and Expectations, and this best-selling
textbook. She received her PhD and MBA from the University of
Maryland, and her BA from Gettysburg College.
MARY JO BITNER serves as Academic Director for the Center for
Services Leadership at Arizona State University. Dr. Bitner was a
founding faculty member of the Center for Services Leadership
created for the study of services marketing and management. Dr.
Bitner has published more than 50 articles and has received a
number of awards for her research in leading journals, including
the Journal of Marketing, Journal of the Academy of Marketing
Science, Journal of Business Research, Journal of Retailing,
International Journal of Service Industry Management, and Academy
of Management Executive. She has consulted with and presented
seminars and workshops for numerous businesses. In 2003, Dr. Bitner
was honored with the Career Contributions to the Services
Discipline award by the American Marketing Associations Services
Special Interest Group.
DWAYNE D. GREMLER, Bowling Green State University, received his MBA
and PhD degrees from Arizona State University. He is a passionate
advocate for the research and instruction of services marketing
issues. He has served as Chair of the American Marketing
Associations Services Marketing Special Interest Group and has
helped organize services marketing conferences in Australia, The
Netherlands, France, and the United States. He has been the
recipient of several research awards and while a professor at the
University of Idaho, Dr. Gremler received the First Interstate Bank
Student Excellence in Award for teaching, an award determined by
students in the College of Business and Economics.
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