TY  - BOOK
AU  - Zeithaml, Valarie A.
AU  - Bitner,Mary Jo
TI  - Services marketing: integrating customer focus across the firm 
SN  - 0071199144 (pbk., Int. ed.)
U1  - 658.8 
PY  - 2003///
CY  - Boston, Mass.
PB  - McGraw-Hill/ Irwin
KW  - Customer services
KW  - Marketing
KW  - Service industries
N1  - 1. Introduction to services. - Pt. One: Focus on the customer : 2. Consumer behavior in services. 3. Customer expectations of service. 4. Customer perceptions of service. - Pt. Two: Listening to customer requirements: 5. Understanding customer expectations and perceptions through marketing research. 6. Building customer relationships. 7. Service recovery. - Pt. Three: Aligning strategy, service, design, and standards: 8. Service development and design. 9. Customer-defined service standards. 10. Physical evidence and the servicescape. - Pt. Four: Delivering and performing service: 11. Employees' roles in service delivery. 12. Customers' roles in service delivery. 13. Delivering service through intermediaries and electronic channels. 14. Managing demand and capacity. - Pt. Five: Managing service promises: 15. Integrated services marketing communications. 16. Pricing of services. - Pt. Six: The big picture-closing all the gaps: 17. The financial and economic effect of service. 18. The integrated gaps model of service quality. - Cases. - Index
ER  -