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 STRATEGY, SERVICE DESIGN, AND STANDARDS

Chapter 9: Service Innovation 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