Services Marketing: A Contemporary Approach (4th Edition)

Description:

Master the art of marketing the intangible. Services Marketing (4th Edition) is the leading resource for South African students studying the service sector—the largest and fastest-growing part of our economy. This edition focuses on the unique challenges of marketing services, where the “product” cannot be seen or touched, and the customer experience is everything.

Why the 4th Edition is a Marketing Essential:

• The Extended Marketing Mix: Goes beyond the 4 Ps to master the 7 Ps (adding People, Processes, and Physical Evidence).

• Service Quality Models: Deep dives into the Gaps Model and SERVQUAL, essential for any student wanting to understand customer satisfaction.

• South African Context: Features local case studies from the telecommunications, financial, and hospitality industries.

• Digital Transformation: Explores how technology and AI are reshaping service delivery and the “e-service” experience.

Key Topics Covered:

• Characteristics of Services: Understanding Intangibility, Inseparability, Variability, and Perishability.

• The Gaps Model of Service Quality: Identifying where service delivery fails and how to fix it.

• Service Recovery: How to handle “service failures” and turn an unhappy customer into a loyal fan.

• Customer Expectations: Managing the zone of tolerance and consumer perceptions.

• Relationship Marketing: Strategies for building long-term loyalty in service-driven businesses.

Key Specifications:

• ISBN-13: 9781485132998

• Editor: J.W. Strydom

• Publisher: Juta and Company Ltd

• Edition: 4th Edition

• Format: Physical Softcover

Condition Note: This textbook is in very good condition.