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

Author: Dwayne D. Gremler

Brand: McGraw-Hill Education

Binding: paperback

Number Of Pages: 752

Release Date: 01-01-2026

Details: About the Book

Services Marketing: Integrating Customer Focus Across the Firm is a comprehensive and application-oriented 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, real-world examples, and case studies, enabling readers to seamlessly connect theory with practice across diverse service industries.

Key Features
Comprehensive 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 in-depth case studies featuring companies like Zerodha, Nykaa, cult.fit, and ICICI Bank

What’s New in This Edition
New 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 technology-driven services including app-based services, the gig economy, and artificial intelligence Updated theories and best practices on customer satisfaction and customer retention Enhanced discussion on Service-Dominant Logic, emphasizing customers as co-creators of value Expanded coverage of Big Data, customer analytics, and data-driven service decision-making Updated strategic service initiatives and B2B service business models A new dedicated chapter on Artificial Intelligence and Service Robotics and its impact on service marketing

Highlights of the Special Indian Edition
Engaging chapter openers such as Swiggy – Winning through Customer-Centricity 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 PolicyBazaar

Web Supplements (Instructor Resources)

A wide range of instructor resources is available through McGraw-Hill Connect at connect.mheducation.com, including: PowerPoint Presentations Instructor Manual

Table of Contents

PART 1: Foundations for Service Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality
PART 2: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service
PART 3: Understanding Customer Requirements
5. Listening to Customers through Research
6. Managing Customer Relationships
7. Service Recovery
PART 4: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape
PART 5: Delivering and Performing Service
11. Employees’ Roles in Service
12. Customers’ Roles in Service
13. Managing Demand and Capacity
PART 6: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services
PART 7: Service Trends: AI, Robotics, and the Bottom Line
16. Artificial Intelligence and Robotics in Service
17. The Financial and Economic Impact of Service
PART 8: Case Studies
Asian Paints BHPS: Growing the World’s Largest Painting Service
Akasa Air: Navigating India’s Competitive Aviation Landscape
Zerodha: Growing without Ads
SatSure – Value Creation through Decision Intelligence
ICICI Bank – Leading through Customer Centricity
cult.fit: Revolutionizing India’s Fitness Landscape through Phygital Innovation
Nykaa – Transforming Beauty Retail through Integrated Services Marketing
PolicyBazaar: Enabling the Customer Decision Journey

EAN: 9789364449557

Package Dimensions: 7.9 x 7.1 x 1.6 inches

Languages: English