European economies are now dominated by services and virtually all companies view service as
critical to retaining their customers today and in the future. Successful businesses recognize
that the development of strong customer relationships through quality service (and services)
as well as implementing service strategies for competitive advantage are key to their success.
In its fifth European edition Services Marketing: Integrating Customer Focus across the Firm
provides full coverage of the foundations of services marketing placing the distinctive Gaps
model at the centre of this approach. The new edition includes a brand-new chapter on AI and
robotics in services as well as fully updated real-world and topical examples. The book focuses
on the development of customer relationships through quality service outlining the core
concepts and theories in services marketing today. Key features: ¿NEW chapter on Artificial
Intelligence in Service Encounters. ¿NEW case studies exploring some of the latest services
marketing debates on topics such as how technology is changing servicescapes what social and
environmental responsibilities brands have and key challenges companies will be facing in the
future. ¿All Opening Examples and Service Spotlights revised or replaced with new and up to
date content covering specifically European and internationally recognisable brands including
Amazon Emirates IKEA LEGO Nespresso and Zalando. ¿Pedagogy updates to reflect latest trends
and market influences such as AI Robotics and Sustainability. ¿New videos case studies
question banks and teaching materials for the new AI chapter are available with McGraw-Hill's
Connect® the well-established online learning platform which features our award-winning
adaptive reading experience as well as resources to help faculty and institutions improve
student outcomes and course delivery efficiency. Alan Wilson is Emeritus Professor of
Marketing and was previous Head of the Marketing Department within the University of
Strathclyde Business School. Before joining the university he was a senior consultant and
executive trainer within the services division of a London-based marketing consultancy. He
specializes in the marketing of services and has a PhD in the subject.
