About the book

The seventh edition of our hallmarked text on Services Marketing by Zeithaml, Bitner, Gremler and Pandit, introduces readers to the vital role that services play in economy and its future. Services dominate the advance economy of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter and emphasizes the knowledge needed to implement service strategies for competitive advantage across industries.

Content:

Part 1: Foundations for Service Marketing

Chapter 1 Introduction to Services

Chapter 2 Conceptual Framework of the Book: The Gaps Model of Service Quality

Part 2: Focus on the Customer

Chapter 3 Customer Expectations of Service

Chapter 4 Customer Perceptions of Service

Part 3: Understanding Customer Requirements

Chapter 5 Listening to Customers through Research

Chapter 6 Building Customer Relationships

Chapter 7 Service Recovery

Part 4: Aligning Service Design and Standards

Chapter 8 Service Innovation and Design

Chapter 9 Customer-Defined Service Standards

Chapter 10 Physical Evidence and the Servicescape

Part 5: Delivering and Performing Service

Chapter 11 Employees’ Roles in Service

Chapter 12 Customers’ Roles in Service

Chapter 13 Managing Demand and Capacity

Part 6: Managing Service Promises

Chapter 14 Integrated Service Marketing Communications

Chapter 15 Pricing of Services

Part 7: Service and the Bottom Line

Chapter 16 The Financial and Economic Impact of Service

Case 1: Home Solutions (India) Limited – Kitchen Section

Case 2: Merit-Trac: A Test in Everyone’s Life

Case 3: Ferns N Petals (FNP)

Case 4: BharatMatrimony.com

Case 5: BookmyShow.com

Case 6: Airbnb India: Growth Pangs?