Services Marketing (SIE): Integrating Customer Focus Across the Firm, 4/e
Valarie A. Zeithaml,
University of North Carolina-Chapel Hill Mary Jo Bitner,
Arizona State University-Tempe Dwayne D. Gremler,
Bowling Green State University-Bowling Green Ajay Pandit,
FMS, University of Delhi
ISBN: 0070660077 Copyright year: 2006
As its earlier editions, the 4th edition continues to provide a comprehensive review and analysis of services marketing issues, practices, and strategies. The book uses the GAPS Model of Service Quality, an Organizational framework developed by the authors to make the learning of strategies of services marketing better. The authors look at the critical gaps which often arise between the customer and the company, and discuss the ways and means of closing them.
Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy. The rest of the text is based on the gaps model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy, and have incorporated more coverage of the use of technology and business-to-business applications.
This edition includes substantial content on practices followed by Indian organizations. Examples and strategy insights based on Indian companies abound the text. One book-end case on Indian service companies provides an excellent illustration of customer expectations and perceptions, service design and delivery process, as well as Parasuraman, Zeithaml and Berry’s concept of service quality. The increased emphasis on Indian services marketing practices would make the book more approachable to the students, managers and educators in India, and their understanding of the concepts and their applications.