Service Marketing Management

Author: Chen Zhiping
Publisher:
Publish Date: 2002-11-01
Features: This book takes the Service Quality Gaps Model designed by American service management and marketing scholars V. Zeithaml and M. Bitner as its framework and is guided by service expectation and service perception theory, systematically studying various aspects of service marketing management. The book's features are: (1) Combining advanced foreign marketing management models with the practical realities of service marketing in China; (2) Extensively using examples and cases to empirically verify theories and enhance readers' analytical and application skills; (3) Covering a wide range of industries, including both for-profit service sectors such as retail, transportation, telecommunications, finance, tourism, and catering, as well as non-profit service sectors such as healthcare and education.