Services Marketing: Integrating Customer Service Across the Firm 4e Alan Wilson, Valarie Zeithaml and Mary Jo Bitner is an English-language textbook about services marketing. This book is intended for higher education students who want to delve into customer-oriented service within an organization.
This book covers the core principles of services marketing, with a central focus on the Gaps model approach for integrating customer orientation across the firm. The fourth European edition combines current theories and practice examples from global companies such as Turkish Airlines, Volvo, EasyJet and McDonald's. Key in this edition are new insights into human resource strategies and technological developments, including the role of robots, chatbots, big data and digital platforms.
The content focuses on building customer relationships through quality service and using services marketing as a competitive strategy. In addition, the book is suitable for programs related to sales, marketing and customer relations within business and economics.