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Title: Services Marketing by Valarie A. Zeithaml, Mary Jo Bitner ISBN: 0072471425 Publisher: McGraw-Hill/Irwin Pub. Date: 16 July, 2002 Format: Hardcover Volumes: 1 List Price(USD): $125.70 |
Average Customer Rating: 4.6
Rating: 5
Summary: Great Book
Comment: As a former student of Dr. Bitner, her course and this book made up the foundation that the Services Marketing and Management MBA program at Arizona State Uni. built from. It's an extensive review of how customers are the most important part to a service oriented business, and to neglect them at any touch point is a service failure.
This book will outline the process by which any company, be it real or virtual, can develop world class service.
This book and the SMM program at Arizona State University are highly recommended.
Rating: 5
Summary: Great!
Comment: The book is very clear in the format and structure. It talks about the solutions of the problems arising in service marketing step by step. It first describes what service is and the increasing importance of service. Then, it puts much emphasis on people, the very important marketing mix in service. It focuses on customers: how customers perceive and expect service. Next, it focuses on providers: how companies know what customers expect; how they select the right service designs and standards; how they deliver service to standards and how they match performance to promising.
It is also good to have a very detailed example (case) in the beginning of each chapter and the content will very often refer to that example, which make me easier to understand. But sometimes, I think it would be better if more different examples are used in the same chapter.
Besides, the GLOBAL FEATURE, the TECHNOLOGY SPOTLIGHT and the EXHIBIT make the book even more fruitful and let me know more about the related areas under that topic. Great!
Rating: 4
Summary: this book may help you.
Comment: First of all, I like the structure of this book because it uses Gap Model to connect the content of the whole book. At the begining of this book, it first introduces the importance and tools of service marketing. Then it chooses Gap Model to divide this book into different parts. Under different gap problem, the book shows the ways to close the gap. I believe this structure helps to understand more easily and relate what should be done under different problems.
Secondly, many diagrams are used to describe the concept under service marketing. Service blueprint in the chapter 6 is a good example. It uses diagrams to explain how to draw, how to read and how to use the service blueprint. It is very clear and useful to explain in this way.
However, there are still some drawbacks. For example, when talking about the different kinds of strategies used under service marketing, sometimes the explanation is too simple and not in depth.
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