EBOOK - Services Marketing integrating Customer Forcues Across Firm 2nd by Gremler

We owe a great deal to the pioneering service researchers and scholars who developed the field of services marketing. They include John Bateson, Leonard Berry, the late Bernard Booms, David Bowen, Stephen W. Brown, Larry Crosby, John Czepiel, Ray Fisk, William George, Christian Gronroos, Steve Grove, Evert Gummesson, Chuck Lamb, the late Christopher Lovelock, Parsu Parasuraman, Ben Schneider, Lynn Shostack, and Carol Surprenant. We also owe gratitude to the second generation of service researchers who broadened and enriched the services marketing field. When we attempted to compile a list of those researchers, we realized that it was too extensive to include here. The length of that list is testament to the influence of the early pioneers and to the importance that service marketing has achieved both in academia and in practice.

CONTENTS:

PART 1

Foundations for Service Marketing 1

1 Introduction to Services 2

2 Conceptual Framework of the

Book: The Gaps Model of Service

Quality 33

PART 2

Focus on the Customer 49

3 Customer Expectations

of Service 50

4 Customer Perceptions of Service 76

PART 3

Understanding Customer

Requirements 111

5 Listening to Customers through

Research 113

6 Building Customer

Relationships 144

7 Service Recovery 178

PART 4

Aligning Service Design and

Standards 217

8 Service Innovation and Design 218

9 Customer-Defined Service

Standards 254

10 Physical Evidence and the

Servicescape 281

Brief Contents

PART 5

Delivering and Performing Service 313

11 Employees’ Roles in Service 315

12 Customers’ Roles in Service 349

13 Managing Demand and Capacity 382

PART 6

Managing Service Promises 415

14 Integrated Service Marketing

Communications 417

15 Pricing of Services 446

PART 7

Service and the Bottom Line 473

16 The Financial and Economic Impact

of Service 474

INDEX 498

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