Services Marketing Integrating customer focus across the firm.

About the authors: p. IV

Preface: p. VI

Resources for students and Instructors: p. X

Index: p. 518

Part 1: Foundations for Service Marketing
Introduction to Services
Conceptual Framework of the Book: The Gaps Model of Service Quality

Part 2: Focus on the Customer
Customer Expectations of Service
Customer Perceptions of Service

Part 3: Understanding Customer Requirements
Listening to Customers through Research
Managing Customer Relationships
Service Recovery

Part 4: Aligning Service Design and Standards
Service Innovation and Design
Customer-Defined Service Standards
Physical Evidence and the Servicescape

Part 5: Delivering and Performing Service
Employees’ Roles in Service
Customers’ Roles in Service
Managing Demand and Capacity

Part 6: Managing Service Promises
Integrated Service Marketing Communications
Pricing of Services

Part 7: Service Trends: AI, Robotics, and the Bottom Line
Artificial Intelligence and Robotics in Service
The Financial and Economic Impact of Service

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.

• Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.

• New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing.

• 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.

• 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.