Services Marketing: Integrating Customer Service Across the Firm 4e

Successful businesses recognize that the development of strong customer relationships throughquality service (and services) as well as implementing service strategies for competitive advantageare key to their success. In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firmprovides full coverage of the foundations of services marketing, placing the distinctive Gaps modelat the center of this approach. The new edition draws on the most recent research, and using up-to-dateand topical examples, the book focuses on the development of customer relationships throughservice, outlining the core concepts and theories in services marketing today. New and updated material in this new edition includes: * New content related to human resource strategies, including coverage of the role ofrobots and chatbots for delivering customer-focused services. * New coverage on listening to customers through research, big data, netnography andmonitoring user-generated content. * Increased technology, social media and digital coverage throughout the text, includingthe delivery of services using mobile and digital platforms, as well as through theInternet of Things. * Brand new examples and case studies added from global and innovative companiesincluding Turkish Airlines, Volvo, EasyJet and McDonalds. Available with McGraw-Hill's Connect, the well-established online learning platform, whichfeatures our award-winning adaptive reading experience as well as resources to help facultyand institutions improve student outcomes and course delivery efficiency.