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
CASES INDEX |