Services Marketing: Integrating Customer Focus Across the Firm

Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler

Research output: Book/ReportBook


In its fourth European edition, this text provides coverage of the foundations of services marketing, placing the distinctive Gaps model at the centre of this approach. This new edition draws on the most recent research, and using up-to-date and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today. New and update material in this edition includes content of robots, chatbots, big data, netnography, the Internet of Things and brand new examples and case studies.
Original languageEnglish
Place of PublicationLondon, UK
Number of pages514
Publication statusPublished - 7 Oct 2020


  • services marketing
  • services management
  • marketing
  • customer satisfaction


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