Service Marketing

Author: Zeithaml
Publisher:
Publish Date: 2003-01-01
Features: This book is an excellent textbook on "Service Marketing," translated from its English second edition. Its greatest feature lies in its novel, systematic, and scientific structure. The entire book revolves around the Service Quality Gap Model, logically and clearly linking the roles, expectations, behaviors, and perceptions of customers in the service marketing process with the management elements of the enterprise, such as strategy, operations, and human resources. At the same time, it cites numerous "Global Spotlights," "Technology Highlights," and "Columns" to provide readers with guidance in analyzing and addressing practical issues. The Service Quality Gap Model makes this book an innovative work distinct from general service marketing textbooks, selected by many Western and European business schools as authoritative teaching materials and reference books. This book is suitable for teaching in MBA programs, upper-level undergraduate and graduate courses in management, as well as for management personnel in various industries engaged in service-related activities for training and self-study.
About the Author: Valarie A. Zeithaml is a professor and chair of the Marketing Department at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. She holds an MBA and a Ph.D. from the University of Maryland. She has published over 60 academic papers, 10 monographs, and four books, including the best-selling business book Service Quality: Integrating Customer Focus into Marketing (Balancing Customer Feelings and Expectations). She has founded a consulting firm specializing in strategic consulting, as well as the evaluation and implementation of service marketing and service quality, conducting research on customer expectations across more than 40 industry sectors, including information technology, insurance, engineering, and finance. She has received numerous research awards, including the Ferber Award from the Journal of Consumer Research, the Maynard Award from the Journal of Marketing, the Jagdish Sheth Award from the Journal of Marketing Science, and the O'Dell Award from the Journal of Marketing Research.