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

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

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

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

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

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

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