Services Marketing: Integrating Customer Focus Across the Firm

Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.   

• Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries. 

• New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing. 

• New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. 

• McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development. 

MARY JO BITNER is an Emérita Professor of Marketing in the W. P. Carey School of Business. Arizona State University. USA. While at ASU she held the Edward M. Carson Chair in Service Marketing and was the Executive Director of the Center for Services Leadership at ASU. She has contributed over four decades of service research, publishing in leading marketing, service, and management journals and is recognized as one of the pioneers in service research globally. Her primary research foci arc customer―employee interactions, technology-delivered service, and customer satisfaction. Dr. Bitner has received a number of awards recognizing her pioneering work in the service discipline including the American Marketing Association’s (AMA) SERVSIG recognition for Career Contributions to the Services Discipline Award, an IBM Faculty Award, and ISSIP's inaugural Fellow Award for Lifetime Achievement in Service Science. She is an AMA Fellow and served on the AMA's Board of Trustees. She served four years as the editor-in-chief of the Journal of Service Research. Dr. Bitner was a founder and board member of the global network for Responsible Research in Business and Management (RRBM), a network committed to societal impact and usefulness in business research, where she remains involved.




VALARIE ZEITHAML is Distinguished Professor of Marketing Emérita at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. She has devoted her career to researching and teaching service quality and services management. She is the co-author of Delivering Quality Service: Balancing Customer Perceptions and Expectations, now in its 20th printing, and Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. In 2008, Dr. Zeithaml won the Paul D. Converse Award from the American Marketing Association. The award acknowledges enduring contributions to marketing through one or more journal articles, books, or a body of work. In 2009, she received the American Marketing Association/Irwin/McGraw Hill Distinguished Marketing Educator Award for lifetime leadership in marketing education and extensive contributions to the field of marketing. She also won the 2012 Bullard Research Impact Award in recognition of the broad impact of research on the field, industry, and society, and was appointed an American Marketing Association Lifetime Fellow in 2015. The 2014 List of Thomson Reuters included her in the “World's Most Influential Scientific Minds." reflecting citation data that identified those scholars who published the highest impact work.

MARTIN MENDE is Professor of Marketing and Jim Moran Professor of Business Administration at Florida State University. His research focuses on services marketing, consumer-based strategy, and transformative consumer research, and has appeared in the Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Journal of Public Policy & Marketing, Journal of Retailing, and other leading scholarly journals. Martin serves in various leadership roles in the academy, such as Associate / Area / Guest Editor for the Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Public Policy & Marketing, and the Journal of Retailing; he also serves on multiple Editorial Review Boards (e.g., Journal of Marketing, Journal of Marketing Research, Journal of Consumer Psychology). Martin was recognized by the American Marketing Association as the “2017 Emerging Scholar” for both SERVSIG, as well as the Marketing and Society SIG. His research has been recognized globally with various awards, including the AMA-EBSCO-RRBM Award for Responsible Marketing Research. At FSU, Martin has been recognized with college-wide and university-wide teaching awards.

DWAYNE D. GREMLER is professor of Marketing at Bowling Green State University. Dr. Gremler has been teaching Services Marketing courses for almost 30 years and has been identified as having taught more undergraduate classes on this subject during this time than anyone in the United States. He is the recipient of several national teaching awards. In 2015 Dr. Gremler was appointed Distinguished Teaching Professor by the Bowling Green State University Board of Trustees and in 2022 was also appointed as Distinguished Research Professor. Dr. Gremler has been invited to conduct seminars and present research in more than a dozen countries. He has published over 100 peer-reviewed journal articles, conference papers, and book chapters and has received 16 awards for his research. He has served as an Associate Editor for the Journal of Service Research for nearly a decade and as chair of the American Marketing Association’s Services Marketing Special Interest Group. Dr. Gremler is a former Fulbright Scholar, having received a grant from the U.S. government to teach at the University of Maastricht, Netherlands, in spring 2006. In 2014 he received the Christopher Lovelock Career Contributions Award from the AMA’s SERVSIG.