Table Of Contents :

Part One. Foundations for Services Marketing
Chapter 1. Introduction to Services
Chapter 2. Conceptual Framework of the Book: The Gaps Model of Service Quality

Part Two. Focus on the Customer
Chapter 3. Consumer Behavior in Services
Chapter 4. Customer Expectations of Service
Chapter 5. Customer Perceptions of Service

Part Three. Understanding Customer Requirements
Chapter 6. Listening to Customers Through Research
Chapter 7. Building Customer Relationships
Chapter 8. Service Recovery

Part Four. Aligning Service Design and Standards
Chapter 9. Service Development and Design
Chapter 10. Customer-Defined Service Standards
Chapter 11. Physical Evidence and the Servicescape

Part Five. Delivering and Performing Service
Chapter 12. Employees’ Roles in Service Delivery
Chapter 13. Customers’ Roles in Service Delivery
Chapter 14. Delivering Service Through Intermediaries and Electronic Channels
Chapter 15. Managing Demand and Capacity

Part Six. Managing Service Promises
Chapter 16. Integrated Services Marketing Communications
Chapter 17. Pricing of Services

Part Seven Service and the Bottom Line
Chapter 18. The Financial and Economic Impact of Service

Cases
Index