Essentials of Services Marketing, Second Edition

Part V: Striving for Service Excellence

PART V of this book focuses on service quality and productivity, and how firms can achieve service leadership. It consists of the following two chapters:

Chapter 14 Improving Service Quality and Productivity

This chapter deals with productivity and quality. Both productivity and quality are necessary and related to financial success in services. Chapter 14 covers service quality, diagnosing quality shortfalls using the gaps model, and reviewing strategies to close quality gaps. Customer feedback systems are introduced as an effective tool for systematically listening to and learning from customers. Productivity is concerned with bringing down costs, and key approaches for increasing productivity are discussed. ...