Service Marketing - ZhiXiao Textbook Translation Series (Original 3rd Edition)

Author: [US] Zeithaml [US] Bitner Zhen Xincheng Bai Changhong
Publisher:
Publish Date: 2004-03-01
Features: This book has a novel, systematic, and scientific structure. It discusses the service quality gap model, logically and clearly connecting the roles, expectations, behaviors, and perceptions of customers in the service marketing process with the strategic, operational, and human resource management elements of the enterprise. The service quality gap model makes this book an innovative work among service marketing textbooks, selected by many Western and European business schools as an authoritative textbook and reference. This is an excellent textbook for "Service Marketing," translated from its English 3rd edition. The greatest feature of this book is its novel, systematic, and scientific structure. It discusses the service quality gap model, logically and clearly connecting the roles, expectations, behaviors, and perceptions of customers in the service marketing process with the strategic, operational, and human resource management elements of the enterprise. The service quality gap model makes this book an innovative work among service marketing textbooks, selected by many Western and European business schools as an authoritative textbook and reference. The 3rd edition adds 8 highly typical cases at the end of the book based on the original version, to help students better master the knowledge learned. This book can be used for teaching related courses for undergraduate and graduate management students, as well as for training and self-study for managers in various industries who are interested in service activities.
Author Bio: 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. in Business Administration from the University of Maryland. She has published over 60 papers, 10 monographs, and 4 books, including the best-selling business book "Providing Excellent Service: Balancing Customer Feelings and Expectations." She has founded a consulting firm specializing in strategic, service marketing, and service quality assessment and implementation, conducting research on customer expectations in more than 40 industry fields, 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.