The Second European Edition of Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, Services Marketing is the only text that put the customer's experience of services at the centre of its approach.The core theories, concepts and frameworks are retained, and specifically the gaps model, a popular feature of the book. The text moves from the foundations of services marketing before introducing the gaps model and demonstrating its application to services marketing. In the second edition, the book takes on more European and International contexts to reflect the needs of courses, lecturers and students. The second edition builds on the wealth of European and International examples, cases, and research in the first edition, offering more integration of European content. It has also be fully updated with the latest research to ensure that it continues to be seen as the text covering the very latest services marketing thinking.In addition, the cases section has been thoroughly examined and revised to offer a range of new case studies with a European and global focus. The online resources have also been fully revised and updated providing an excellent package of support for lecturers and students.

Table of Contents:

Part 1: Foundations of Services Marketing
1.Introduction to services
2.Consumer Behaviour in services
3.Customer expectations of service
4.Customer perceptions of service
5.Conceptual framework of the book: the gaps model of service quality
Part 2: Understanding Customer Requirements
6.Listening to customers through research
7.Building customer relationships
Part 3: Aligning Service Design and Standards
8.Service development and design
9.Customer-defined service standards
10.Physical evidence and the servicescape
Part 4: Delivering and Performing Service
11.Employees’ roles in service delivery
12.Customers’ roles in service delivery
13.Delivering service through technology and intermediaries
14.Managing demand and capacity
15.Service recovery
Part 5: Managing Service Promises
16.Integrated services marketing communications
17.Pricing of services
Part 6: Service and the Bottom Line
18.The financial impact of service quality