Services marketing: integrating customer focus across the firm
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
McGraw-Hill, Irwin
2003
|
| Ausgabe: | 3. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XX, 668 S. Ill., graph. Darst. |
| ISBN: | 0071199144 0072471425 |
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| 245 | 1 | 0 | |a Services marketing |b integrating customer focus across the firm |c Valarie A. Zeithaml ; Mary Jo Bitner |
| 250 | |a 3. ed., internat. ed. | ||
| 264 | 1 | |a Boston, Mass. |b McGraw-Hill, Irwin |c 2003 | |
| 300 | |a XX, 668 S. |b Ill., graph. Darst. | ||
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| 650 | 4 | |a Marketing | |
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Datensatz im Suchindex
| _version_ | 1804129273295929344 |
|---|---|
| adam_text | 1. Introduction to Services 1
PART ONE
Focus on the Customer 31
2. Consumer Behavior in Services 34
3. Customer Expectations
of Service 59
4. Customer Perceptions of Service 83
PART TWO
Listening to Customer
Requirements 119
5. Understanding Customer
Expectations and Perceptions
through Marketing Research 122
6. Building Customer Relationships 156
7. Service Recovery 185
PART THREE
Aligning Strategy, Service Design, and
Standards 217
8. Service Development and
Design 219
9. Customer Defined Service
Standards 251
10. Physical Evidence and the
Servicescape 280
PART FOUR
Delivering and Performing Service 313
11. Employees Roles in Service
Delivery 316
12. Customers Roles in Service
Delivery 350
13. Delivering Service through
Intermediaries and Electronic
Channels 378
14. Managing Demand and Capacity 410
PART FIVE
Managing Service Promises 441
15. Integrated Services Marketing
Communications 444
16. Pricing of Services 476
PART SIX
The Big Picture—Closing All the Gaps 507
17. The Financial and Economic Effect
of Service 508
18. The Integrated Gaps Model of Service
Quality 531
CASES 541
INDEX 661
Contents
Chapter 1
Introduction to Services 1
What Are Services? 3
Services versus Customer Service 3
Tangibility Spectrum 5
Trends in the Service Sector 5
Why Services Marketing? 6
A Service Based Economy 7
Service as a Business Imperative in
Manufacturing and IT 7
Global Feature: Services Marketing—A
Global Field, Ahead of Its Time 8
Deregulated Industries and Professional Service
Needs 10
Services Marketing Is Different 11
Service Equals Profits 11
But Service Stinks 13
Service and Technology 14
Potential for New Service Offerings 15
New Ways to Deliver Service 15
Technology Spotlight: The Changing Face of
Customer Service 16
Enabling Both Customers and Employees 17
Extending the Global Reach of Services 18
The Internet Is a Service 18
The Paradoxes and Dark Side of Technology and
Service 18
Differences in Goods versus Services
Marketing 20
Intangibility 20
Heterogeneity 21
Simultaneous Production and Consumption 21
Perishability 22
Challenges and Questions for Service
Marketers 22
Services Marketing Mix 23
Traditional Marketing Mix 23
Expanded Mix for Services 24
Staying Focused on the Customer 27
The Gaps Model of Service Quality 27
Summary 27
Discussion Questions 28
Exercises 28
Notes 29
xii
PART ONE
Focus on the Customer 31
Chapter 2
Consumer Behavior in Services 34
Services: Search versus Experience versus
Credence Properties? 36
Services: Categories in the Decision Making
Process and Framework of the Chapter 37
Need Recognition 38
Information Search 39
Evaluation of Service Alternatives 41
Technology Spotlight: Self Service
Technologies: How Much Do Customers Like
Providing Their Own Services? 42
Service Purchase and Consumption 42
Postpurchase Evaluation 47
The Role of Culture in Services 49
Values and Attitudes Differ across Cultures 50
Manners and Customs 51
Material Culture 51
Global Feature: Differences in the Service
Experience in the United States and Japan 52
Aesthetics 53
Educational and Social Institutions 54
Organization and Household Consumer
Behavior 54
Summary 55
Discussion Questions 56
Exercises 56
Notes 56
Chapter 3
Customer Expectations of Service 59
Meaning and Types of Service Expectations 61
Expected Service: Levels of Expectations 62
The Zone of Tolerance 63
Global Feature: Cultural Influences on Service
Expectations 64
Factors That Influence Customer Expectations of
Service 66
Sources of Desired Service Expectations 67
Sources of Adequate Service Expectations 68
Technology Spotlight: Customer Expectations
of Interactive TV 70
Service Encounter Expectations versus Overall
Service Expectations 72
Sources of Both Desired and Predicted Service
Expectations 72
A Model of Customer Service
Expectations 74
Current Issues Involving Customer Service
Expectations 74
What Does a Service Marketer Do If Customer
Expectations Are Unrealistic ? 74
Should a Company Try to Delight the
Customer? 77
How Does a Company Exceed Customer Service
Expectations? 78
Do Customer Service Expectations Continually
Escalate? 79
How Does a Service Company Stay Ahead
of Competition in Meeting Customer
Expectations? 79
Summary 80
Discussion Questions 80
Exercises 81
Notes 81
Chapter 4
Customer Perceptions of Service 83
Customer Perceptions 84
Satisfaction versus Service Quality 85
Customer Satisfaction 86
What Is Customer Satisfaction? 86
What Determines Customer Satisfaction? 87
National Customer Satisfaction Indexes 89
Outcomes of Customer Satisfaction 90
Service Quality 92
Outcome, Interaction, and Physical Environment
Quality 92
Service Quality Dimensions 93
Global Feature: Importance of Service Quality
Dimensions Across Cultures 94
E Service Quality 98
Service Encounters: The Foundations for
Building Blocks of Satisfaction and Service
Quality 99
Service Encounters or Moments of Truth 99
The Importance of Encounters 101
Types of Service Encounters 102
Technology Spotlight: Customers Love
amazon.com 103
Contents xiii
Sources of Pleasure and Displeasure in Service
Encounters 104
General Senice Behaviors 108
Satisfaction with Technology Based Service
Encounters 108
The Evidence of Service 110
Strategies for Influencing Customer
Perceptions 111
Measure and Manage Customer Satisfaction and
Senice Quality 111
Aim for Customer Quality and Satisfaction in
Every Service Encounter 111
Manage the Evidence of Service to Reinforce
Perceptions 113
Summary 113
Discussion Questions 114
Exercises 114
Notes 115
PART TWO
Listening to Customer Requirements 119
Chapter 5
Understanding Customer Expectations
and Perceptions through Marketing
Research 122
Using Marketing Research to Understand
Customer Expectations 124
Research Objectives for Services 125
Criteria for an Effective Services Research
Program 126
Elements in an Effective Services Marketing
Research Program 131
Complaint Solicitation 131
Technology Spotlight:
http://www.marketingresearch 132
Critical Incidents Studies 134
Requirements Research 134
Relationship and SERVQUAL Surveys 135
Trailer Calls or Posttransaction Suneys 139
Ser ice Expectation Meetings and Reviews 139
Process Checkpoint Evaluations 140
Market Oriented Ethnography 140
Mystety Shopping 142
Customer Panels 142
Lost Customer Research 143
Future Expectations Research 143
Analyzing and Interpreting Marketing Research
Findings 143
xiv Contents
Global Feature: Customer Research
in Europe 146
Model Services Marketing Research
Programs 149
Using Marketing Research Information 150
Upward Communication 150
Objectives for Upward Communication 150
Research for Upward Communication 151
Summary 153
Discussion Questions 153
Exercises 154
Notes 154
Chapter 6
Building Customer Relationships 156
Relationship Marketing 157
Goals of Relationship Marketing 158
Benefits for Customers and Firms 159
Relationship Value of Customers 162
Factors That Influence Relationship Value 162
Estimating Customer Lifetime Value 163
Foundations for Relationship Strategies 164
Quality in the Core Service 164
Market Segmentation and Targeting 164
Technology Spotlight: Customer
Information Systems Allow Customization
of Services 168
Monitoring Relationships 168
The Customer Isn t Always Right 169
The Wrong Segment 169
Not Profitable in the Long Term 170
Difficult Customers 170
Should Firms Fire Their Customers? 171
Customer Profitability Segments 172
The 80/20 Customer Pyramid 172
The Extended Customer Pyramid 173
The Customer s View of Profitability Tiers 174
Levels of Relationship Strategies 174
Level 1—Financial Bonds 175
Level 2—Social Bonds 176
Level 3—Customization Bonds 176
Level 4—Structural Bonds 178
Global Feature: Developing Loyal Customers
at Boots The Chemists 178
Customer Appreciation 181
Summary 181
Discussion Questions 182
Exercises 182
Notes 182
Chapter 7
Service Recovery 185
The Impact of Service Failure and
Recovery 187
The Recovery Paradox 189
How Customers Respond to Service
Failures 190
Types of Customer Complaint Actions 190
Types of Complainers 191
Why Do (and Don t) People Complain? 192
When They Complain, What Do Customers
Expect? 193
Customers Expect Fair Treatment 193
How Are Companies Doing? 196
Switching vs. Staying Following Service
Recovery 197
Service Recovery Strategies 197
Fail Safe Your Service—Do It Right the
First Time! 198
Welcome and Encourage Complaints 199
Global Feature: The World s Favourite
Airline Welcomes Complaints 200
Act Quickly 201
Treat Customers Fairly 203
Learn from Recovery Experiences 203
Learn from Lost Customers 203
Technology Spotlight: Cisco Systems, Inc.—
Customers Recover for Themselves 204
Return to Doing It Right 205
Service Guarantees 205
Benefits of Service Guarantees 206
Types of Service Guarantees 207
When to Use (or Not Use) a Guarantee 209
Summary 211
Discussion Questions 211
Exercises 212
Notes 212
PART THREE
Aligning Strategy, Service Design, and
Standards 217
Chapter 8
Service Development and Design 219
Challenges of Service Design 220
New Service Development 222
Types of New Services 223
Service Redesign 223
Technology Spotlight: Technology Makes New
Service Offerings Possible 224
Stages in New Service Development 225
Front End Planning 226
Global Feature: Volvo Truck: Swedish
Manufacturer Looks to Services for New
Revenue 230
Implementation 231
Service Blueprinting 233
What Is a Service Blueprint? 233
Service Blueprint Examples 235
Blueprints for Technology Delivered
Self Service 237
Reading and Using Service Blueprints 238
Building a Blueprint 239
Quality Function Deployment 241
High Performance Service Innovations 244
Choose the Right Projects 244
Integrate New Services 244
Consider Multiple Measures of Success 245
Learn from Major Successes 245
Maintain Some Flexibility 245
Summary 246
Discussion Questions 246
Exercises 247
Notes 247
Chapter 9
Customer Defined Service Standards 251
Factors Necessary for Appropriate Service
Standards 253
Standardization of Service Behaviors
and Actions 253
Formal Service Targets and Goals 254
Customer—Not Company—Defined
Standards 255
Customer Defined Service Standards 256
Hard Customer Defined Standards 256
Global Feature: Should Service Standards Be
Universal? 258
Technology Spotlight: The Power of a Good
Telephone Responsiveness Standard 260
Soft Customer Defined Standards 260
One Time Fixes 261
Building Blocks: The Service Encounter
Sequence 266
Expressing Customer Requirements as Specific
Behaviors and Actions 267
Measurements of Behaviors and Actions 269
Contents xv
Process for Developing Customer Defined
Standards 271
Step I: Identify Existing or Desired Service
Encounter Sequence 271
Step 2: Translate Customer Expectations into
Behaviors and Actions for Each Service
Encounter 271
Step 3: Select Behaviors and Actions for
Standards 272
Step 4: Decide Whether Hard or Soft Standards
Are Appropriate 2 74
Step 5: Develop Feedback Mechanisms for
Measurement to Standards 274
Step 6: Establish Measures and Target
Levels 275
Step 7: Track Measures against Standards 2 75
Step 8: Provide Feedback about Performance to
Employees 276
Step 9: Periodically Update Target Levels and
Measures 276
Service Performance Indexes 276
Summary 278
Discussion Questions 278
Exercises 278
Notes 279
Chapter 10
Physical Evidence and the
Servicescape 280
Physical Evidence—What Is It? 282
Technology Spotlight: Virtual
Servicescapes: Experiencing Services
on the Internet 283
Types of Servicescapes 285
Ser icescape Use 285
Complexity of the Servicescape 286
Typology Implications 286
Roles of the Servicescape 287
Package 287
Facilitator 288
Socialize! 288
Differentiator 289
Framework for Understanding Servicescape
Effects on Behavior 289
The Underlying Framework 289
Behaviors in the Sen icescape 291
Internal Responses to the Servicescape 292
Environmental Dimensions of the
Sen icescape 296
xvi Contents
Approaches for Understanding Servicescape
Effects 300
Environment Surveys 300
Global Feature: McDonald s Adapts
Servicescapes to Fit the Culture 301
Direct Observation 302
Experiments 303
Photographic Blueprints 304
Guidelines for Physical Evidence 304
Strategy 304
Summary 306
Discussion Questions 307
Exercises 308
Notes 308
PART FOUR
Delivering and Performing Service 313
Chapter 11
Employees Roles in Service Delivery 316
The Critical Importance of Service
Employees 318
The Services Triangle 319
Employee Satisfaction, Customer Satisfaction,
and Profits 320
Service Quality Dimensions Are Driven by
Employee Behaviors 320
Boundary Spanning Roles 321
Emotional Labor 322
Sources of Conflict 323
Quality/Productivity Trade Offs 324
Strategies for Closing Gap 3 325
Technology Spotlight: Quality versus
Productivity—How CRM Systems Help
Employees 326
Hire the Right People 326
Develop People to Deliver Service Quality 330
Provide Needed Support Systems 335
Retain the Best People 337
Service Culture 341
Developing a Service Culture 342
Transporting a Service Culture 342
Global Feature: How Well Does a Company s
Service Culture Travel? 343
Summary 344
Discussion Questions 345
Exercises 345
Notes 346
Chapter 12
Customers Roles in Service Delivery 350
The Importance of Customers in Service
Delivery 352
Customer Receiving the Service 353
Other Customers 354
Customers Roles 356
Customers as Productive Resources 356
Customers as Contributors to Service Quality and
Satisfaction 358
Global Feature: At Sweden s IKEA, Customers
Create Value for Themselves 360
Customers as Competitors 360
Self Service Technologies—The Ultimate in
Customer Participation 362
A Proliferation of New SSTs 362
Customer Usage of SSTs 363
Success with SSTs 363
Strategies for Enhancing Customer
Participation 364
Define Customers Jobs 364
Technology Spotlight: Technology Facilitates
Customer Participation in Health Care 366
Recruit, Educate, and Reward Customers 368
Manage the Customer Mix 372
Summary 373
Discussion Questions 374
Exercises 375
Notes 375
Chapter 13
Delivering Service through Intermediaries
and Electronic Channels 378
Service Intermediaries 382
Direct or Company Owned Channels 383
Common Issues Involving Intermediaries 385
Channel Conflict over Objectives and
Performance 385
Channel Conflict over Costs and Rewards 386
Difficulty Controlling Quality and Consistency
across Outlets 386
Tension between Empowerment and
Control 386
Channel Ambiguity 386
Key Intermediaries for Service Delivery 387
Franchising 387
Global Feature: Starbucks Goes Global 390
Agents and Brokers 392
Electronic Channels 396
Technology Spotlight: Nine Reasons
to Worry about Privacy in Electronic
Channels 400
Strategies for Effective Service Delivery
through Intermediaries 405
Control Strategies 405
Empowerment Strategies 405
Partnering Strategies 407
Summary 407
Discussion Questions 408
Exercises 408
Notes 409
Chapter 14
Managing Demand and Capacity 410
The Underlying Issue: Lack of Inventory
Capability 412
Understanding Capacity Constraints 414
Time, Labor, Equipment, Facilities 414
Optimal versus Maximal Use of Capacity 415
Understanding Demand Patterns 416
Charting Demand Patterns 416
Predictable Cycles 417
Random Demand Fluctuations 417
Global Feature: Cemex Creatively Manages
Chaotic Demand for Its Services 418
Demand Patterns by Market Segment 418
Strategies for Matching Capacity
and Demand 418
Shifting Demand to Match Capacity 419
Flexing Capacity to Meet Demand 422
Yield Management: Balancing Capacity
Utilization, Pricing, Market Segmentation, and
Financial Return 424
Yield Management Examples 425
Technology Spotlight: Information and
Technology Drive Yield Management
Systems 426
Implementing a Yield Management System 427
Challenges and Risks in Using Yield
Management 428
Waiting Line Strategies: When Demand and
Capacity Cannot Be Aligned 429
Employ Operational Logic 430
Establish a Reservation Process 433
Differentiate Waiting Customers 433
Make Waiting Fun, or at Least Tolerable 434
Summary 436
Contents xvil
Discussion Questions 436
Exercises 437
Notes 437
PART FIVE
Managing Service Promises 441
Chapter 15
Integrated Services Marketing
Communications 444
The Need for Coordination in Marketing
Communication 447
Key Reasons for Service Communication
Problems 450
Inadequate Management of Service Promises 450
Inadequate Management of Customer
Expectations 451
Inadequate Customer Education 451
Inadequate Internal Marketing
Communications 452
Four Categories of Strategies to Match Service
Promises with Delivery 452
Manage Service Promises 453
Technology Spotlight: Does the Banner Still
Wave in Internet Advertising? 460
Manage Customer Expectations 460
Improve Customer Education 463
Manage Internal Marketing Communication 466
Exceeding Customer Expectations: Caveats and
Strategies 469
Understand Types of Expectations 469
Know Which Customers Expectations to
Exceed 469
Know the Future Impact of Exceeding
Expectations Today 470
Demonstrate Understanding of Customer
Expectations 470
Global Feature: Language as a Cultural
Barrier in Services Marketing
Communications 471
Leverage the Delivery Dimensions 4 72
Underpromise and Overdeliver 472
Position Unusual Service as Unique, Not the
Standard 472
Summary 473
Discussion Questions 473
Exercises 474
Notes 474
xviii Contents
Chapter 16
Pricing of Services 476
Three Key Ways Service Prices Are Different
for Consumers 478
Customer Knowledge of Service Prices 478
The Role of Nonmonetary Costs 481
Price as an Indicator of Service Quality 484
Approaches to Pricing Services 484
Cost Based Pricing 485
Competition Based Pricing 487
Global Feature: Unique Pricing around the
World 488
Demand Based Pricing 489
Technology Spotlight: With Dynamic Pricing,
the Internet Allows Price Adjustments Based
on Supply and Demand 493
Pricing Strategies That Link to the Four Value
Definitions 494
Pricing Strategies When the Customer Means
Value Is Low Price 494
Pricing Strategies When the Customer Means
Value Is Everything I Want in a Service 498
Pricing Strategies When the Customer Means
Value Is the Quality I Get for the Price
I Pay 498
Pricing Strategies When the Customer Means
Value Is All That I Get for All That I Give 499
Summary 503
Discussion Questions 504
Exercises 504
Notes 504
PART SIX
The Big Picture—Closing All the Gaps 507
Chapter 17
The Financial and Economic Effect of
Services 508
Service and Profitability: The Direct
Relationship 510
Offensive Marketing Effects of Service:
Attracting More and Better Customers 511
Defensive Marketing Effects of Service:
Customer Retention 513
Lower Costs 514
Volume of Purchases 515
Price Premium 515
Word of Mouth Communication 515
Customer Perceptions of Service and Purchase
Intentions 515
The Key Drivers of Service Quality, Customer
Retention, and Profits 519
Global Feature: Key Drivers of Banking
Retention and Defection in the United
Kingdom 520
Company Performance Measurement: The
Balanced Performance Scorecard 520
Changes to Financial Measurement 524
Customer Perceptual Measures 524
Technology Spotlight: Enterprise Software
Allows Companies to Link All Internal
Databases to Make Strategic Decisions 525
Operational Measures 526
Innovation and Learning 526
The Balanced Scorecard in Practice at Analog
Devices and the City of Charlotte, North
Carolina 527
Summary 528
Discussion Questions 528
Exercises 529
Notes 529
Chapter 18
The Integrated Gaps Model of Service
Quality 531
Closing the Customer Gap 532
Provider Gap 1: Not Knowing What Customers
Expect 532
Provider Gap 2: Not Having the Right Service
Quality Designs and Standards 534
Provider Gap 3: Not Delivering to Service
Standards 536
Provider Gap 4: When Promises Do Not Match
Performance 537
Putting It All Together: Closing the Gaps 539
Summary 539
Discussion Questions 539
Exercises 540
Notes 540
Cases 541
Index 611
List of Boxes
Global Feature
Services Marketing—A Global Field, Ahead
of Its Time 8
Technology Spotlight
The Changing Face of Customer Service 16
Technology Spotlight
Self Service Technologies: How Much Do Customers
Like Providing Their Own Services? 42
Global Feature
Differences in the Service Experience in the United
States and Japan 52
Global Feature
Cultural Influences on Service Expectations 64
Technology Spotlight
Customer Expectations of Interactive TV 70
Global Feature
Importance of Service Quality Dimensions Across
Cultures 94
Technology Spotlight
Customers Love amazon.com 103
Technology Spotlight
http://www.marketingresearch 132
Global Feature
Customer Research in Europe 146
Technology Spotlight
Customer Information Systems Allow Customization of
Services 168
Global Feature
Developing Loyal Customers at Boots The Chemist 178
Global Feature
The World s Favourite Airline Welcomes
Complaints 200
Technology Spotlight
Cisco Systems, Inc.—Customers Recover
for Themselves 204
Technology Spotlight
Technology Makes New Service Offerings Possible 224
Global Feature
Volvo Truck: Swedish Manufacturer Looks to Services
for New Revenue 230
Global Feature
Should Service Standards Be Universal? 258
Technology Spotlight
The Power of a Good Telephone Responsiveness
Standard 260
Technology Spotlight
Virtual Servicescapes: Experiencing Service on the
Internet 283
Global Feature
McDonald s Adapts Servicescapes to Fit
the Culture 301
Technology Spotlight
Quality versus Productivity—How CRM Systems Help
Employees 326
Global Feature
How Well Does a Company s Service
Culture Travel? 343
Global Feature
At Sweden s IKEA, Customers Create Value for
Themselves 360
Technology Spotlight
Technology Facilitates Customer Participation in Health
Care 362
Global Feature
Starbucks Goes Global 390
xix
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|
| any_adam_object | 1 |
| author | Zeithaml, Valarie A. Bitner, Mary Jo |
| author_GND | (DE-588)113065035 (DE-588)134158091 |
| author_facet | Zeithaml, Valarie A. Bitner, Mary Jo |
| author_role | aut aut |
| author_sort | Zeithaml, Valarie A. |
| author_variant | v a z va vaz m j b mj mjb |
| building | Verbundindex |
| bvnumber | BV014420965 |
| callnumber-first | H - Social Science |
| callnumber-label | HD9980 |
| callnumber-raw | HD9980.5 |
| callnumber-search | HD9980.5 |
| callnumber-sort | HD 49980.5 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| classification_rvk | QP 600 QQ 250 QR 560 |
| ctrlnum | (OCoLC)49320577 (DE-599)BVBBV014420965 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed., internat. ed. |
| format | Book |
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| genre | 1\p (DE-588)4123623-3 Lehrbuch gnd-content 2\p (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Lehrbuch Fallstudiensammlung |
| geographic | Europa (DE-588)4015701-5 gnd |
| geographic_facet | Europa |
| id | DE-604.BV014420965 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:02:31Z |
| institution | BVB |
| isbn | 0071199144 0072471425 |
| language | English |
| lccn | 2002025544 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009858784 |
| oclc_num | 49320577 |
| open_access_boolean | |
| owner | DE-N2 DE-945 DE-19 DE-BY-UBM DE-11 |
| owner_facet | DE-N2 DE-945 DE-19 DE-BY-UBM DE-11 |
| physical | XX, 668 S. Ill., graph. Darst. |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | McGraw-Hill, Irwin |
| record_format | marc |
| spelling | Zeithaml, Valarie A. Verfasser (DE-588)113065035 aut Services marketing integrating customer focus across the firm Valarie A. Zeithaml ; Mary Jo Bitner 3. ed., internat. ed. Boston, Mass. McGraw-Hill, Irwin 2003 XX, 668 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes index Dienstensector gtt Industrie de service rasuqam Klantgerichtheid gtt Marketing gtt Marketing rasuqam Relation avec la clientèle rasuqam Service à la clientèle rasuqam Customer services Marketing Service industries Marketing Qualitätsmanagement (DE-588)4219057-5 gnd rswk-swf Wettbewerbsstrategie (DE-588)4200234-5 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Europa (DE-588)4015701-5 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content 2\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Europa (DE-588)4015701-5 g Dienstleistungsbetrieb (DE-588)4012181-1 s Wettbewerbsstrategie (DE-588)4200234-5 s Kundenmanagement (DE-588)4236865-0 s 3\p DE-604 Dienstleistung (DE-588)4012178-1 s Qualitätsmanagement (DE-588)4219057-5 s Marketing (DE-588)4037589-4 s Kundenorientierung (DE-588)4316837-1 s 4\p DE-604 5\p DE-604 6\p DE-604 Bitner, Mary Jo Verfasser (DE-588)134158091 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009858784&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Zeithaml, Valarie A. Bitner, Mary Jo Services marketing integrating customer focus across the firm Dienstensector gtt Industrie de service rasuqam Klantgerichtheid gtt Marketing gtt Marketing rasuqam Relation avec la clientèle rasuqam Service à la clientèle rasuqam Customer services Marketing Service industries Marketing Qualitätsmanagement (DE-588)4219057-5 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Dienstleistung (DE-588)4012178-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| subject_GND | (DE-588)4219057-5 (DE-588)4200234-5 (DE-588)4012178-1 (DE-588)4236865-0 (DE-588)4012181-1 (DE-588)4037589-4 (DE-588)4316837-1 (DE-588)4015701-5 (DE-588)4123623-3 (DE-588)4522595-3 |
| title | Services marketing integrating customer focus across the firm |
| title_auth | Services marketing integrating customer focus across the firm |
| title_exact_search | Services marketing integrating customer focus across the firm |
| title_full | Services marketing integrating customer focus across the firm Valarie A. Zeithaml ; Mary Jo Bitner |
| title_fullStr | Services marketing integrating customer focus across the firm Valarie A. Zeithaml ; Mary Jo Bitner |
| title_full_unstemmed | Services marketing integrating customer focus across the firm Valarie A. Zeithaml ; Mary Jo Bitner |
| title_short | Services marketing |
| title_sort | services marketing integrating customer focus across the firm |
| title_sub | integrating customer focus across the firm |
| topic | Dienstensector gtt Industrie de service rasuqam Klantgerichtheid gtt Marketing gtt Marketing rasuqam Relation avec la clientèle rasuqam Service à la clientèle rasuqam Customer services Marketing Service industries Marketing Qualitätsmanagement (DE-588)4219057-5 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Dienstleistung (DE-588)4012178-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Dienstensector Industrie de service Klantgerichtheid Marketing Relation avec la clientèle Service à la clientèle Customer services Service industries Marketing Qualitätsmanagement Wettbewerbsstrategie Dienstleistung Kundenmanagement Dienstleistungsbetrieb Kundenorientierung Europa Lehrbuch Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009858784&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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