Services Marketing: Integrating Customer Service Across the Firm 4e

Successful businesses recognize that the development of strong customer relationships through quality service and implementing service strategies for competitive advantage is key to their success. Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, with new content related to human resource strategies, listening to customers through research, technology, social media, and digital coverage, and brand new examples and case studies from global and innovative companies.

Format: Paperback / softback
Publication date: 07 October 2020
Publisher: McGraw-Hill

Successful businesses understand that building robust customer relationships through exceptional service and service strategies is the cornerstone of their success. In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firm delves into the core foundations of services marketing, placing the distinctive Gaps model at the center of this approach. The new edition harnesses the latest research, utilizing up-to-date and topical examples to emphasize the development of customer relationships through service. It outlines the fundamental concepts and theories in services marketing today, making it an invaluable resource for professionals and students alike.

This new edition boasts several notable updates, including:

• Expanded coverage of human resource strategies, encompassing the role of robots and chatbots in delivering customer-focused services.
• In-depth exploration of customer listening through research, big data, netnography, and monitoring user-generated content.
• Increased emphasis on technology, social media, and digital platforms, including the delivery of services through mobile and digital platforms, as well as through the Internet of Things.
• Introduction of brand new examples and case studies drawn from global and innovative companies such as Turkish Airlines, Volvo, EasyJet, and McDonalds.

Available with McGraw-Hills Connect®, the well-established online learning platform, this edition offers an award-winning adaptive reading experience and valuable resources to enhance student outcomes and course delivery efficiency.

By embracing the principles outlined in Services Marketing: Integrating Customer Focus across the Firm, businesses can foster long-lasting customer relationships, drive competitive advantage, and achieve sustainable growth in today's dynamic marketplace.

Weight: 944g
Dimension: 197 x 261 x 25 (mm)
ISBN-13: 9781526847805
Edition number: 4 ed