Services Marketing
- ISBN-10
- 0070964521
- ISBN-13
- 9780070964525
- Series
- Services Marketing
- Category
- Customer services
- Pages
- 672
- Language
- English
- Published
- 2007-02
- Authors
- Mary Jo Bitner, Valarie A. Zeithaml, Bobbi Hiltz
Description
The Canadian economy, like all other advanced economies around the world, is dominated by services. Within these economies, companies increasingly view services as critical to present and future success. Of pivotal importance to current and future managers of these companies is having the tools and knowledge they need. Services Marketing is for students and businesspeople who recognize the vital role services play in our economy and who also recognize the unique challenges that services marketing creates. At the heart of the text is the development of strong customer relationships through quality service. This manifests itself in a unique framework called 'the gaps model for service quality', which was developed by the text's lead author, Valarie Zeithaml. The framework shows that closing the gap between customer expectations and customer perceptions is critical to the delivery of superior service and identifies four key provider gaps that must be closed in order to achieve success in services. In addition, the first Canadian edition of Services Marketing contains relevant examples of Canada's service industry, both integrated into the text itself and in the accompanying videos.
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