Services marketing: integrating customer focus across the firm
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| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
McGraw-Hill Irwin
2013
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| Edition: | 6. ed., international edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXVII, 642 S. Ill., graph. Darst. |
| ISBN: | 9780078112058 0078112052 9780071086967 |
Staff View
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| 245 | 1 | 0 | |a Services marketing |b integrating customer focus across the firm |c Valerie A. Zeithaml ; Mary Jo Bitner ; Dwayne D. Gremler |
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Record in the Search Index
| _version_ | 1804148874718216193 |
|---|---|
| adam_text | Titel: Services marketing
Autor: Zeithaml, Valarie A
Jahr: 2013
Detalled Contents
Aboilt the Allthors iv Simultaneous Production and
.. Consumption 21
Preface Vll Perishability 22
Search, Experience, and Credence
PART 1 Qualities 23
FOUNDATIONS FOR SERVICES Challenges and Questionsfor Service
MARKETING 1 Marketers 24
Service Marketing Mix 24
ChaDter 1 Traditional Marketing Mix 25
Introduction to Services
Expanded Mixfor Services 26
Staying Focused on the Customer 27
What are Services? 3 Exhibit 1.2: Southwest Airlines:
Service Industries, Service as a Aligning People, Processes, and Physical
Product, Customer Service, and Derived Evidence 28
Service 4 Summary 29
Tangibility Spectrum 5 Discussion Questions 29
Trends in the Service Sector 5 Exercises 29
Why Service Marketing? 6 Notes 30
Service-Based Economies 6
Service as a Business Imperative in ChaDter 2
Goods-Focused Businesses
Conceptual Framework of the Book:
The Gaps Model of Service Quality 33
Deregulated Industries and Professional
Service Needs 9
Service Marketing Is Different 10 The Customer Gap 35
Service Equals Profits 10 The Provider Gaps 36
Exhibit 1.1: Is the Marketing of Services Provider Gap 1: the Listening Gap 36
Different? A Historical Perspective 11 Provider Gap 2: the Service Design and
But Service Stinks 12 Standards Gap 37
Strategy Insight: Competing Strategically Global Feature: An International Retailer
through Service 13 Puts Customers in the Wish Mode to Begin
Service and Technology 14 Closing the Gaps 38
New Service Ojferings 14 Provider Gap 3: the Service
New Ways to Deliver Service 15 Performance Gap 40
Enabling Both Customers and Employees 15 Technology Spotlight: Technology s Critical
Technology Spotlight: The Changing Face of Impact on the Gaps Model of Service
Customer Service 16 Quality 42
Extending the Global Reach of Services 16 Provider Gap 4: the Communication Gap 44
The Internet Is a Service 16 Putting It All Together: Closing the Gaps 45
The Paradoxes and Dark Side of Technology Strategy Insight: Using the Gaps Model
and Service 17 to Assess an Organization s Service
Global Feature: The Migration of Service Strategy 46
Jobs 18 Summary 48
Characteristics of Services 19 Discussion Questions 48
Intangibility 20 Exercises 48
Heterogeneity 21 Notes 48
PART 2 Customer Satisfaction 80
FOCUS ON THE CUSTOMER 49 What is Customer Satisfaction? 80
What Determines Customer Satisfaction ? 81
ChaDter 3 National Customer Satisfaction Indexes 83
Customer Expectations Of Service 50 The American Customer Satisfaction Index 83
Outcomes oj Customer Satisfaction 85
Service Expectations 52 Service Quality 87
Types of Expectations 53 Outcome, Interaction, and Physical
Global Feature: Global Outsourcing of Environment Quality 87
Personal Services: What Are Customers Service Quality Dimensions 87
Expectations? 54 Global Feature: Importance of Service
The Zone ofTolerance 54 Quality Dimensions
Factors That Influence Customer Expectations of across Cultures 88
Service 57 E-Service Quality 91
Sources ofDesired Service Expectations 57 Service Encounters: The Building Blocks For
Sources ofAdequate Service Expectations 59 Customer Perceptions 93
Technology Spotlight: Customer Service Encounters or Moments ofTruth 93
Expectations of Airport Services Using Strategy Insight: Customer Satisfaction,
Technology 60 Loyalty, and Service as Corporate
Sources ofBoth Desired and Predicted Service Strategies 94
Expectations 63 The Importance of Encounters 95
Strategy Insight: How Service Marketers Exhibit 4.1: One Critical Encounter Destroys
Can Influence Customers Expectations 65 30-Year Relationship 97
Issues Involving Customers Service Types of Service Encounters 98
Expectations 66 Sources of Pleasure and Displeawsure in
What Does a Service Marketer Service Encounters 99
Do if Customer Expectations Are Technology Spotlight: Customers Love
Unrealistic ? 66 Amazon 100
Exhibit3.1: Service Customers Want the Exhibit 4.2: Service Encounter Themes 102
Basics 67 Technology-Based Service Encounters 103
Should a Company Try to Delight the Summary 105
Customer? 68 Discussion Questions 105
How Does a Company Exceed Customer Exercises 106
Service Expectations? 69 Notes 106
Do Customers Service Expectations
Continually Escalate? 71 PART 3
How Does a Service Company Stay Ahead UNDERSTANDING CUSTOMER
REQUIREMENTS 111
of Competition in Meeting Customer
Expectations? 71
Summary 72 Chapter 5
Discussion Questions 72
Exercises 73 Listenmg to Customers through
Notes 73
Research 113
Using Customer Research to Understand Customer
Chapter 4 Expectations 115
Research Obiectives for Services 115
Customer Perceptions of Service 76 Criteriafar an Ejjective Service Research
Customer Perceptions 78 Program 116
Satisfaction versus Service Quality 79 Exhibit 5.1: Elements in an Effective Customer
Transaction versus Cumulative Perceptions 79 Research Program for Services 118
Elements in an Effective Service Marketing Technology Spotlight: Customer
Research Program 121 Information Systems Help Enhance the
Complaint Solicitation 121 Customer Relationship 150
Technology Spotlight: Conducting Customer The Goal of Relationship Marketing 152
Research on the Web 122 Benefitsfor Customers and Firms 153
Critical Incident Studies 123 Relationship Value of Customers 156
Requirements Research 124 Exhibit 6.2: Calculating the Relationship
Relationship and SERVQUAL Surveys 125 Value ofa Quicken Customer 157
Exhibit 5.2: SERVQUAL: A Customer Profitability Segments 157
Multidimensional Scale to Capture Profitability Tiers-the Customer
Customer Perceptions and Expectations of Pyramid 158
Service Quality 126 The Customer s View of Profitability Tiers 159
Trailer Calls or Posttransaction Surveys 128 Making Business Decisions Using Profitability
Service Expectation Meetings and Reviews 129 Tiers 160
Process Checkpoint Evaluations 130 Relationship Development Strategies 160
Market-Oriented Ethnography 130 Core Service Provision 160
Mystery Shopping 131 Switching Barriers 161
Customer Panels 132 Relationship Bonds 162
Lost Customer Research 132 Global Feature: Developing Loyal
Future Expectations Research 132 Customers at Alliance Boots 166
Analyzing and Interpreting Customer Research Relationship Challenges 166
Findings 133 The Customer Is Not Always Right 166
Zones of Tolerance Charts 133 Ending Business Relationships 169
Strategy Insight: From Greeting Cards to Strategy Insight: The Customer Is Always
Gambling, Companies Bet on Database Right : Rethinking an Old Tenet 170
Customer Research 134 Summary 172
Global Feature: Conducting Customer Discussion Questions 173
Research in Emerging Markets 136 Exercises 173
Importance/Performance Matrices 136 Notes 174
Using Marketing Research Information 138
Upward Communication 138 ChaDter 7
Objectives for Upward Communication 138
Exhibit 5.3: Elements in an Effective
Service Recovery 179
Program of Upward Communication 139 The Impact of Service Failure and Recovery 180
Research for Upward Communication 139 Service Recovery Effects 181
Exhibit 5.4: Employees Provide Upward Exhibit 7.1: The Internet Spreads the Story
Communication at Cabela s, World s of Poor Service Recovery: Yours is a Very
Foremost Outfitter 141 Bad Hotel 182
Benefits of Upward Communication 142 The Service Recovery Paradox 184
Summary 142 How Customers Respond to Service Failures 185
Discussion Questions 142 Why People Do (and Do Not) Complain 185
Exercises 143 Types of Customer Complaint Actions 187
Notes 143 Types of Complainers 187
Service Recovery Strategies: Fixing the
Chapter 6
Building Customer Relationships 145
Customer 188
Respond Quickly 189
Exhibit 7.2: Story ofa Service Hero 190
Relationship Marketing 147 Provide Appropriate Communication 191
The Evolution of Customer Relationships 147 Technology Spotlight: Cisco Systems-
Exhibit 6.1: A Typology of Exchange Customers Recover for Themselves 192
Relationships 149
Treat Customers Fairly 194 Stages in Service Innovation and
Exhibit 7.3: Fairness Themes in Service Development 226
Recovery 195 Front-End Planning 227
Global Feature: Service Recovery across Strategy Insight: Strategie Growth through
Cultures 196 Services 230
Cultivate Relationships with Customers 197 Implementation 231
Strategy Insight: Eliciting Complaints 198 Exhibit 8.1: Service Innovation at the Mayo
Service Recovery Strategies: Fixing the Clinic 232
Problem 198 Service Blueprinting: A Technique for Service
Encourage and Track Complaints 198 Innovation and Design 234
Learnfrom Recovery Experiences 199 What Is a Service Blueprint? 235
Learnfrom Lost Customers 200 Blueprint Components 235
Make the Service Fail-Safe-Do It Right the Service Blueprint Examples 237
First Time! 201 Blueprints for Technology-Delivered Self-
Service Guarantees 201 Service 239
Characteristics of Effective Guarantees 202 Reading and Using Service Blueprints 240
Types of Service Guarantees 202 Building a Blueprint 241
Benefits of Service Guarantees 204 Exhibit 8.2: Blueprinting in Action at
Exhibit 7.4: Questions to Consider in ARAMARK Parks and Destinations 242
Implementing a Service Guarantee 205 Exhibit 8.3: Frequently Asked Questions
When to Use (or Not Use) a Guarantee 205 about Service Blueprinting 244
Switching Versus Staying Following Service Summary 244
Recovery 206 Discussion Questions 245
Summary 208 Exercises 245
Discussion Questions 208 Notes 246
Exercises 209
Notes 209 Chapter 9
Customer-Defined Service
PART 4 Standards 250
ALIGNING SERVICE DESIGN AND Factors Necessary for Appropriate Service
STANDARDS 215 Standards 252
Standardization of Service Behaviors and
Actions 252
Formal Service Targets and Goals 253
Customer-, Not Company-, Defined
Challenges of Service Innovation Standards 253
and Design 218 Strategy Insight: When Is the Strategy
Important Considerations for Service of Customization Better Than
Innovation 219 Standardization? 254
Involve Customers and Employees 219 Types of Customer-Defined Service Standards 256
Global Feature: The Global Service Hard Customer-Defined Standards 256
Innovation Imperative 220 Exhibit 9.1: Examples of Hard Customer-
Employ Service Design Thinking and Defined Standards 257
Techniques 220 Technology Spotlight: The Power of Good
Technology Spotlight: Facebook: A Radical Responsiveness Standards 258
Service Innovation 222 Soft Customer-Defined Standards 259
Types of Service Innovation 224 Global Feature: Adjusting Service Standards
Service Offering Innovation 224 around the Globe 260
Innovating around Customer Roles 225 Exhibit 9.2: Examples of Soft Customer-
Innovation through Service Solutions 225 Defined Standards 262
Chapter 8
Service Innovation and Design 216
Exhibit 9.3: Hard and Soft Standards for Guidelines for Physical Evidence Strategy 298
Service at Ford Motor Company 263 Recognize the Strategie Impact of Physical
One-Time Fixes 264 Evidence 298
Development of Customer-Defined Service Blueprint the Physical Evidence
Standards 264 ofService 299
Turning Customer Requirements into Specific Global Feature: McDonald s Adapts
Behaviors and Actions 264 Servicescapes to Fit the Culture 300
Exhibit 9.4: Expected Behaviors for Service Clarify Strategie Roles ofthe
Encounters at John Robert s Spa 268 Servicescape 302
Developing Service Performance Indexes 273 Assess and Identify Physical Evidence
Summary 273 Opportunities 302
Discussion Questions 274 Update and Modernize the Evidence 302
Exercises 274 Work Cross-Functionally 303
Notes 275 Summary 303Discussion Questions 304
Chapter 10 Exercises 304
Physical Evidence and the Notes 305
Servicescape 276 da dt c
Physical Evidence 278 DELIVERING AND PERFORMING
SERVICE 309
Chapter 11
What Is Physical Evidence? 2 78
How Does Physical Evidence Affect the
Customer Experience? 279
Technology Spotlight: Virtual Servicescapes:
Experiencing Services through the Employees Roles in Service Dehvery 311
Internet 280 Service Culture 312
Types of Servicescapes 282 Exhibiting Service Leadership 313
Servicescape Usage 282 Developing a Service Culture 313
Servicescape Complexity 283 Global Feature: How Well Does a
Strategie Roles ofthe Servicescape 283 Company s Service Culture Travel? 314
Strategy Insight: Strategie Positioning Transporting a Service Culture 314
through Architectural Design 284 The Critical Role of Service Employees 315
Package 284 The Service Triangle 317
Exhibit 10.1: Using Physical Evidence to Employee Satisfaction, Customer Satisfaction,
Position a New Service 286 and Profits 318
Facilitator 287 The Effect of Employee Behaviors on Service
Socializer 287 Quality Dimensions 319
Differentiator 288 Boundary-Spanning Roles 319
Framework for Understanding Servicescape Effects Emotional Labor 320
onBehavior 288 Sources ofConflict 321
The Underlying Framework 288 Strategy Insight: Strategies for Managing
Exhibit 10.2: Servicescapes and Well-being Emotional Labor 322
in Health Care 289 Quality/Productivity Trade-Offs 324
Behaviors in the Servicescape 291 Strategies for Delivering Service Quality through
Internal Responses to the Servicescape 292 People 324
Exhibit 10.3: Social Support in Third Hire the Right People 325
Places 294 Technology Spotlight: How Technology Is
Environmental Dimensions ofthe Helping Employees Serve Customers More
Servicescape 296 Effectively and Efficiently 326
Exhibit 10.4: Designing the Mayo Clinic Exhibit 11.1: Google Quickly Becomes a
Hospital 298 Preferred Employer in Its Industry 328
Develop People to Deliver Service Summary 370
Quality 330 Discussion Questions 370
Exhibit 11.2: Potential Benefits and Costs of Exercises 371
Empowerment 332 Notes 371
Provide Needed Support Systems 333
Retain the Best People 334 Chanpter 13
Customer-Oriented Service Delivery 336
Summary 338 Managing Demand and Capacity 375
Discussion Questions 338 The Underlying Issue: Lack oflnventory
Exercises 339 Capability 377
Notes 339 Capacity Constraints 379
Time, Labor, Equipment, and Facilities 380
ChaDter 12 Optimal versus Maximum Use of
Customers Roles in Service Delivery 345 Demand Patterns 381
The Importance of Customers in Service The Charting of Demand Pattems 381
Cocreation and Delivery 347 Predictable Cycles 382
Customer Receiving the Service 347 Random Demand Fluctuations 382
Strategy Insight: Customer Cocreation of Demand Pattems by Market Segment 383
Value: The New Strategy Frontier 348 Strategies For Matching Capacity and Demand 383
Fellow Customers 349 Shifting Demand to Match Capacity 383
Customers Roles 351 Global Feature: Cemex Creatively Manages
Customers as Productive Resources 351 Chaotic Demand for Its Services 384
Exhibit 12.1: Client Coproduction in Adjusting Capacity to Meet Demand 387
Business-to-Business Services 352 Strategy Insight: Combining Demand
Customers as Contributors to Service Quality (Marketing) and Capacity (Operations)
and Satisfaction 354 Strategies to Increase Profits 390
Exhibit 12.2: Which Customer (A or B) Will Combining Demand and Capacity
Be Most Satisfied? 355 Strategies 392
Customers as Competitors 356 Yield Management: Balancing Capacity Utilization,
Global Feature: At Sweden s IKEA, Pricing, Market Segmentation, and Financial
Global Customers Cocreate Customized Return 392
Value 357 Exhibit 13.1: Simple Yield Calculations:
Self-Service Technologies-The Ultimate in Examples from Hotel and Legal
Customer Participation 358 Services 393
A Proliferation ofNew SSTs 358 Technology Spotlight: Information and
Customer Usage ofSSTs 359 Technology Drive Yield Management
Success with SSTs 360 Systems 394
Strategies for Enhancing Customer Implementing a Yield Management System 394
Participation 360 Challenges andRisks in Using Yield
Define Customers Roles 360 Management 396
Technology Spotlight: Technology Facilitates Waiting Line Strategies: When Demand and
Customer Participation in Health Care 362 Capacity Cannot Be Matched 397
Exhibit 12.3: Working Together, U.S. Employ Operational Logic 39 7
Utility Companies and Customers Conserve Exhibit 13.2: Overflow in the ED: Managing
Energy 365 Capacity Constraints and Excess Demand in
Recruit, Educate, and Reward Customers 365 Hospital Emergency Departments 398
Exhibit 12.4: Weight Watchers Educates and Establish a Reservation Process 400
Orients New Members 367 Differentiate Waiting Customers 401
Manage the Customer Mix 368 Make Waiting More Pleasurable 402
Summary 404 The Role ofNonmonetary Costs 445
Discussion Questions 404 Price as an Indicator of Service Quality 447
Exercises 405 Approaches to Pricing Services 447
Notes 405 Cost-Based Pricing 448
Competition-Based Pricing 449
PART 5 Strategy Insight: Congestion Pricing as a
MANAGING SERVICE PROMISES 409 Strategyto change Driving Behavior in Big
Cities 450
Chapter 14 Demand-Based Pricing 451
Integrated Service Marketing Global F*»ture: Unique Pricing around the
Communications 411 World 452
Pncmg Strategies That Link to the Four Value
The Need for Coordination in Marketing Definitions 455
Communication 413 Technology Spotlight: Dynamic Pricing on
Key Service Communication Challenges 415 me Internet Allows Price Adjustments Based
Service Intangibility 415 on Supply and Demand 456
Management of Service Promises 416 Exhibit 15.2: Pricing for Customer-
Management of Customer Expectations 416 Perceived Value with Modular Service
Customer Education 417 Pricing and Service Tiering 458
Internal Marketing Communication 417 Pricing Strategies When the Customer Means
Five Categories of Strategies to Match Service Value Is Low Price 460
Promises with Delivery 418 Pricing Strategies When the Customer Means
Address Service Intangibility 418 Value Is Everything I Want in a Service 462
Strategy Insight: Google s Strategy Dominates Pricing Strategies When the Customer Means
Web Advertising and Communication 421 -Value Is the Quality I Getfor the Price I
Exhibit 14.1: Service Advertising pay- ^2
Strategies Matched with Properties of Pricing Strategies When the Customer
Intangibility 422 Means Value Is All That I Getfor All That I
Manage Service Promises 425 Give 464
Global Feature: Virgin Atlantic Summary 466
Airways 428 Discussion Questions 466
Manage Customer Expectations 429 Exercises 467
Technology Spotlight: Grouping Customers Notes 467
Based on Online Activities 430
Manage Customer Education 432
Manage Internal Marketing PART 7
Communication 434 SERVICE AND THE BOTTOM
Summary 437 469
Discussion Questions 437
Exercises 438
Notes 438 Chapter 16
The Financial and Economic Impact of
Service 470
Service and Profitability: The Direct
Pncmg of Services 440 Relationship 472
Three Key Ways That Service Prices Are Different Offensive Marketing Effects of Service: Attracting
for Customers 442 More and Better Customers 473
Customer Knowledge of Service Prices 442 Exhibit 16.1: Customer Satisfaction,
Exhibit 15.1: What Do You Know about the Service Quality, and Firm
Prices of Services? 443 Performance 474
Defensive Marketing Effects of Service: Customer Cases 495
Retention 476
Tower Costs 476 Case 1
Volume of Purchases 477 Zappos.com 2009: Clothing, Customer Service, and
Price Premium 477 Company Culture 495
Word-of-Mouth Communication 477 By Frances X. Frei, Robin J. Ely, Laura Winig
Exhibit 16.2: Word-of-Mouth
Communication and Customer Measurement: Case 2
The Net Promoter Score 478 Merrill Lynch: Supernova 516
Customer Perceptions of Service Quality and By Rogelio Oliva, Roger Hallowell, Gabriel R. Bitran
Purchase Intentions 478
Exhibit 16.3: Questions That Managers Want Case 3
Answered about Defensive Marketing 480 UnitedBreaks Guitars 537
Exhibit 16.4: Service Quality and the By John Deighton, Leora Kornfeld
Economic Worth of Customers: Businesses
Still Need to Know More 482 Case 4
The Key Drivers of Service Quality, Customer Michelin Fleet Solutions: From Selling Tires to Selling
Retention, And Profits 483 Kilometers 549
Strategy Insight: Customer Equity and
Return on Marketing: Metrics to Match a
Strategie Customer-Centered View of the ISS Iceland 563
Firm 484
Company Performance Measurement: The Case 6
Balanced Performance Scorecard 484 People, Service, and Profit at Jyske Bank 572
Technology Spotlight: Cost-
Effective Service Excellence through Case 7
Technology 487 JetBlue: High-Flying Airline Melts Down in Ice
Global Feature: Measurement of Customer Storm 591
Satisfaction Worldwide 488 By Joe Brennan, Felicia Morgan
Changes to Financial Measurement 488
Customer Perceptual Measures 489 Case 8
Operational Measures 489 Using Services Marketing to Develop and Deliver
Innovation and Learning 489 Integrated Solutions at Caterpillar in Latin
Effective Nonfinancial Performance America 607
Measurements 489 By Holger Pietzsch, Valarie A. Zeithaml
Summary 491
Discussion Questions 492 Photo Credits 620
Exercises 492
Notes 492 Index 622
Case 5
|
| any_adam_object | 1 |
| author | Zeithaml, Valarie A. Bitner, Mary Jo Gremler, Dwayne D. 1958- |
| author_GND | (DE-588)113065035 (DE-588)134158091 (DE-588)138211183 |
| author_facet | Zeithaml, Valarie A. Bitner, Mary Jo Gremler, Dwayne D. 1958- |
| author_role | aut aut aut |
| author_sort | Zeithaml, Valarie A. |
| author_variant | v a z va vaz m j b mj mjb d d g dd ddg |
| building | Verbundindex |
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| 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 | 6. ed., international edition |
| format | Book |
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| genre_facet | Lehrbuch Fallstudiensammlung |
| geographic | Europa (DE-588)4015701-5 gnd |
| geographic_facet | Europa |
| id | DE-604.BV039916283 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:14:04Z |
| institution | BVB |
| isbn | 9780078112058 0078112052 9780071086967 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024774861 |
| oclc_num | 778269635 |
| open_access_boolean | |
| owner | DE-945 DE-11 DE-384 DE-91 DE-BY-TUM DE-634 DE-355 DE-BY-UBR |
| owner_facet | DE-945 DE-11 DE-384 DE-91 DE-BY-TUM DE-634 DE-355 DE-BY-UBR |
| physical | XXVII, 642 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | McGraw-Hill Irwin |
| record_format | marc |
| spelling | Zeithaml, Valarie A. Verfasser (DE-588)113065035 aut Services marketing integrating customer focus across the firm Valerie A. Zeithaml ; Mary Jo Bitner ; Dwayne D. Gremler 6. ed., international edition New York, NY McGraw-Hill Irwin 2013 XXVII, 642 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Service industries / Marketing Customer services Marketing (DE-588)4037589-4 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Qualitätsmanagement (DE-588)4219057-5 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Wettbewerbsstrategie (DE-588)4200234-5 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Dienstleistung (DE-588)4012178-1 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 Gremler, Dwayne D. 1958- Verfasser (DE-588)138211183 aut Äquivalent 2. European ed. 2012 Wilson, Alan M. Services marketing (DE-604)BV039872757 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024774861&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 Gremler, Dwayne D. 1958- Services marketing integrating customer focus across the firm Service industries / Marketing Customer services Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Kundenmanagement (DE-588)4236865-0 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistung (DE-588)4012178-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4316837-1 (DE-588)4219057-5 (DE-588)4236865-0 (DE-588)4200234-5 (DE-588)4012181-1 (DE-588)4012178-1 (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 Valerie A. Zeithaml ; Mary Jo Bitner ; Dwayne D. Gremler |
| title_fullStr | Services marketing integrating customer focus across the firm Valerie A. Zeithaml ; Mary Jo Bitner ; Dwayne D. Gremler |
| title_full_unstemmed | Services marketing integrating customer focus across the firm Valerie A. Zeithaml ; Mary Jo Bitner ; Dwayne D. Gremler |
| title_short | Services marketing |
| title_sort | services marketing integrating customer focus across the firm |
| title_sub | integrating customer focus across the firm |
| topic | Service industries / Marketing Customer services Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Kundenmanagement (DE-588)4236865-0 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd Dienstleistung (DE-588)4012178-1 gnd |
| topic_facet | Service industries / Marketing Customer services Marketing Kundenorientierung Qualitätsmanagement Kundenmanagement Wettbewerbsstrategie Dienstleistungsbetrieb Dienstleistung Europa Lehrbuch Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024774861&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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