European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In

Virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturers that formerly depended on their physic

This book focuses on the development of customer relationships throught quality service. It puts the customer's experience of services at the centre of its appr

Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book'

The Second European Edition of Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on the de