Services Marketing: Integrating Customer Focus Across the Firm | 8th Edition

About The Bookservices Marketing: Integrating Customer Focus Across The Firm Is A Comprehensive And ApplicationOriented Resource Designed To Help Management Students And Professionals Develop Effective Service Strategies For Competitive Advantage. The Book Integrates Proven Frameworks With Contemporary Themes Such As Service Quality, Customer Satisfaction, Artificial Intelligence, And Service Robotics.This Special Indian Edition Enriches Global Concepts With Indian Business Contexts, RealWorld Examples, And Case Studies, Enabling Readers To Seamlessly Connect Theory With Practice Across Diverse Service Industries.Key Featurescomprehensive Coverage Of Service Marketing Frameworks And Strategic Tools Strong Focus On Customer Satisfaction, Retention, And Service Quality Updated Insights On Artificial Intelligence, Service Robotics, And Emerging Technologies Practical Applications Across Global And Indian Service Industries Rich Examples From Leading Organizations Such As Swiggy, Zepto, Oberoi Hotels, And Hdfc Bank Eight InDepth Case Studies Featuring Companies Like Zerodha, Nykaa, Cult.Fit, And Icici BankwhatS New In This Editionnew And Updated Chapter Openers, Research References, And Contemporary Examples Across All Chapters Expanded Coverage Of Modern Business Models Such As Airbnb And Uber Greater Emphasis On TechnologyDriven Services Including AppBased Services, The Gig Economy, And Artificial Intelligence Updated Theories And Best Practices On Customer Satisfaction And Customer Retention Enhanced Discussion On ServiceDominant Logic, Emphasizing Customers As CoCreators Of Value Expanded Coverage Of Big Data, Customer Analytics, And DataDriven Service DecisionMaking Updated Strategic Service Initiatives And B2B Service Business Models A New Dedicated Chapter On Artificial Intelligence And Service Robotics And Its Impact On Service Marketinghighlights Of The Special Indian Editionengaging Chapter Openers Such As Swiggy Winning Through CustomerCentricity And Zepto Innovations For Rapid Growth Contextual Examples From Indian Organizations Including Oberoi Hotels & Resorts, Zoho, And Hdfc Bank Indian Service Strategy Insights Featuring Organizations Such As Urban Company, Cult.Fit, Tata 1Mg, Licious, Practo, Manipal Hospitals, Tata Neu, Ginger Hotels, Vande Bharat Express, Zomato, Npci, Ondc, Air India (Ai.G), Indigo (6Eskai), And Airtel Eight Comprehensive Case Studies On Asian Paints Beautiful Home Painting Solutions, Akasa Air, Zerodha, Satsure, Icici Bank, Cult.Fit, Nykaa, And Policybazaarweb Supplements (Instructor Resources)A Wide Range Of Instructor Resources Is Available Through McgrawHill Connect At Connect.Mheducation.Com, Including: Powerpoint Presentations Instructor Manualtable Of Contentspart 1: Foundations For Service Marketing1. Introduction To Services2. Conceptual Framework Of The Book: The Gaps Model Of Service Qualitypart 2: Focus On The Customer3. Customer Expectations Of Service4. Customer Perceptions Of Servicepart 3: Understanding Customer Requirements5. Listening To Customers Through Research6. Managing Customer Relationships7. Service Recoverypart 4: Aligning Service Design And Standards8. Service Innovation And Design9. CustomerDefined Service Standards10. Physical Evidence And The Servicescapepart 5: Delivering And Performing Service11. Employees Roles In Service12. Customers Roles In Service13. Managing Demand And Capacitypart 6: Managing Service Promises14. Integrated Service Marketing Communications15. Pricing Of Servicespart 7: Service Trends: Ai, Robotics, And The Bottom Line16. Artificial Intelligence And Robotics In Service17. The Financial And Economic Impact Of Servicepart 8: Case Studiesasian Paints Bhps: Growing The WorldS Largest Painting Serviceakasa Air: Navigating IndiaS Competitive Aviation Landscapezerodha: Growing Without Adssatsure Value Creation Through Decision Intelligenceicici Bank Leading Through Customer Centricitycult.Fit: Revolutionizing IndiaS Fitness Landscape Through Phygital Innovationnykaa Transforming Beauty Retail Through Integrated Services Marketingpolicybazaar: Enabling The Customer Decision Journey