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Serving Customers: Global Services Marketing Perspective


Editors: Raymond P Fisk, Rebekah Russell-Bennett & Lloyd C Harris
ISBN: 978-0-7346-1099-7 (print)
ISBN: 978-0-7346-2039-2 (ePDF)
ePDF price: US$54.95
Binding: Softcover / ePDF
Trim: 200 x 250 mm
Pages: 376 pp
Copyright: 2013

Product Description

ePDF available:

Serving Customers: Global Services Marketing Perspectives has been written in a critical scholarly manner at an advanced level for postgraduate students. It is an edited book, taking a global perspective and addressing global trends.

The book is primarily aimed at postgraduate students and service managers in  Western countries such as the USA, the UK/Europe, Australia and New  Zealand, but is relevant to services worldwide. In 2011, services accounted for 63.6% of global gross domestic product (GDP). This means that billions of  people work in services and our economies depend on service growth.

Serving Customers: Global Services Marketing Perspectives is organized into six sections: the history of services marketing, service design, the human  aspect of services, the technology aspect of services, managing services  globally, sustainable services, and the future of services marketing.

One by one, the chapters look at emerging global trends in services  marketing. While each chapter makes a unique theoretical contribution, separate teaching notes are also available to educators. The final chapter looks at differences in services marketing across different cultures, countries and continents.

Table of contents

Part I: Core Issues
Chapter 1 – An overview of services marketing globally
Chapter 2 – Service-based business models: Transforming businesses, industries and economies
Part II: The Human Aspect of Services
Chapter 3 – Service work and service workers: A reflexive analysis
Chapter 4 – Relationship marketing: Exploring the value of loyalty
Chapter 5 – Emotions in service customer decision-making
Chapter 6 – Deviant service behaviour: What, why, and what to do about it
Part III: The Technology Aspect of Services
Chapter 7 – You can if you think you can: The impact of customer and employee efficacy on technology-based service delivery
Chapter 8 – Using social media in services: How, when and why
Chapter 9 – E-services: Online and e-commerce in services
Part IV: The Design Aspect of Services
Chapter 10 – Creating new services
Chapter 11 –  Service-for-service exchange and value co-creation
Chapter 12 –  The important role of shared values in a sustainable service business
Part V: The Management Aspect of Services
Chapter 13 –  Strategy in services marketing: Value generation
Chapter 14 –  Going global: Why, when and how?
Chapter 15 –  The challenge of managing a service context
Part VI: Global Perspectives
Chapter 16 –  Global perspectives on service

Supplements available

To receive the below supplements, please email

  • PowerPoint slides
  • Instructor Guide

About the editors

Raymond P Fisk (PhD Arizona State University) is Professor and Chair of the Department of Marketing at Texas State University in the USA. His principal interest is services marketing and has been published in numerous journals as well as presented at conferences worldwide. Some of the journals include the Journal of Marketing, the Journal of the Academy of Marketing Science, the European Journal of Marketing and the Journal of Service Research.

Rebekah Russell-Bennett (PhD University of Queensland) is Professor in the Business School at Queensland University of Technology in Brisbane, Australia. Her research areas are complaint behavior, service recovery,  emotions in service and social marketing. Rebekah has been published in numerous journals, including the Journal of Business Research, Industrial Marketing Management, the European Journal of Marketing and the Journal of Services Marketing.

Lloyd C Harris (PhD Cardiff University) is Professor of Marketing and Strategy at Warwick Business School at the University of Warwick in the UK. His research areas include market orientation, the organizational culture/marketing interface, the initiation of strategic marketing, and professional services marketing. Lloyd has been published in a range of journals, including the Journal of Retailing, the Journal of the Academy of Marketing Science, the Journal of Service Research and the Journal of Management Studies.

Contributors include

James Andzulis, USA ● Steve Baron, UK ● Aidan Daly, Ireland ● Susan Dann, Australia ● Kate L Daunt, UK ● Bo Edvardsson, Sweden ● Michael Ehret, UK •Bo Enquist, Sweden ● Jillian Dawes Farquhar, UK ● Dominique A Greer, Australia ● Christian Grönroos, Finland ● Johanna Gummerus, Finland ● Sue Vaux Halliday, UK ● R Craig Lefebvre, USA ● Veronica Liljander, Finland ● Robert Lusch, USA ● Charles Martin, USA ● Carolyn Massiah, USA ● Janet McColl-Kennedy, Australia ● Cristina Mele, Italy ● Larry Neale, Australia ● Richard Nicholls, Poland ● Emmanuel Ogbonna, UK ● Andrea Ordanini, Italy ● Adrian Palmer, UK ● Lia Patricio, Portugal ● Adam Rapp, USA ● Javier Reynoso, Mexico ● Mark S Rosenbaum, USA ● Ko de Ruyter, Netherlands ● Niels Schillewaert, Belgium ● Samuel Petros Sebhatu, Sweden ● Kunio Shirahada, Japan ● Merlin Simpson, USA ● Alastair Tombs, Australia ● Sven Tuzovic, USA ● Stephen L Vargo, USA ● Florian von Wangenheim, Germany ● Alan Wilson, UK ● Jochen Wirtz, Singapore ● Steve Worthington, Australia ● Ting Yu, Australia

Additional Information

Weight 0.7 kg
Dimensions 25 x 20 x 2 cm