Services Marketing: Integrating Customer Focus Across the Firm

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: CASES 
Case 1: Asian Paints BHPS: Growing the World’s Largest Painting Service 
Case 2: Akasa Air: Navigating India’s Competitive Aviation Landscape 
Case 3: Zerodha: Growing without Ads 
Case 4: SatSure – Value Creation through Decision Intelligence 
Case 5: ICICI Bank – Leading through Customer Centricity 
Case 6: Cult.fit: Revolutionizing India’s Fitness Landscape through Phygital Innovation 
Case 7: Nykaa – Transforming Beauty Retail through Integrated Services Marketing 
Case 8: PolicyBazaar: Enabling Customer Decision Journey 

About the Book:

Services Marketing: Integrating Customer Focus Across the Firm provides a comprehensive resource for management students to understand and implement service strategies for competitive advantage. It equips readers with frameworks and tools applicable across industries by covering topics like service quality, customer satisfaction, AI and service robotics. The Indian adaptation enriches the text with contextual examples, case studies, and insights from a diverse range of businesses, bridging theory and practice for learners.


Key Features:

1. Comprehensive coverage of service marketing frameworks and strategies
2. Focus on customer satisfaction, retention, and service quality
3. Updated insights on AI, robotics, and emerging service technologies
4. Practical applications for global and Indian service industries
5. Examples from businesses like Swiggy, Zepto, Oberoi Hotels, etc.
6. Eight new case studies on firms such as Zerodha, Nykaa, cult.fit, ICICI Bank, etc

• Services Marketing