TY  - BOOK
AU  - Zeithaml,Valarie A
AU  - Bitner,María Jo
AU  - Gremler,Dwayne D
TI  - Services marketing: integrating customer focus across the firm 
SN  - 9780073380933
U1  - 658.835 21 ed.
PY  - 2009///
CY  - New York
PB  - McGraw Hill
KW  - Industrias de Servicios
KW  - Mercadeo
KW  - Servicio al Cliente
KW  - Service Industries
KW  - Marketing
KW  - Customer Services
N1  - Incluye referencias bibliográficas, índice, etc; Pte; 1; Foundation for services marketing --; Cap; 1; Introduction to services --; 2; Conceptual framework of the book: The gaps model of service quality --; Pte; 2; Focus on the customer --; Cap; 3; Consumer behavior in services --; 4; Customer expectations of service --; 5; Customer perceptions of service --; Pte; 3; Understanding customer requirements --; Cap; 6; Listening to customers through research --; 7; Building customer relationships -; 8; service recovery --; Pte; 4; Aligning service design and standards --; Cap; 9; Service innovation and design --; 10; Customer-Defined service standards --; 11; Physical evidence and the servicescape --; Pte; 5; Delivering and performing service --; Cap; 12; Employees's roles in service delivery --; 13; Custormer's roles in service delivery --; 14; Delivering service through intermediaries and electronic channels --; 15; Managing demand and capacity --; Pte; 6; Managing service promises --; Cap; 16; Integrated services marketing communications --; 17; Pricing of services --; Pte; 7; Service and the bottom line --; Cap; 18; The financial and economic impact of service --; Cases
ER  -