Brief table of contents

PART 1: Foundations for Services Marketing
1 Introduction to services
2 Consumer behaviour in services
3 Customer expectations of service
4 Customer perceptions of service
5 Conceptual framework of the book: the gaps model of service quality

PART 2: Understanding Customer Requirements
6 Listening to customers through research
7 Building customer relationships

PART 3: Aligning Service Design and Standards
8 Service development and design
9 Customer-defined service standards
10 Physical evidence and the servicescape

PART 4: Delivering and Performing Service
11 Employees’ roles in service delivery
12 Customers’ roles in service delivery
13 Delivering service through technology and intermediaries
14 Managing demand and capacity
15 Service recovery

PART 5: Managing Service Promises
16 Integrated services marketing communications
17 Pricing of services

PART 6: Service and the Bottom Line
18 The financial impact of service quality

Case Section
1 Tesco – the customer relationship management champion
2 People, service and profit at Jyske Bank
3 easyCar.com
4 Telecom Italia Mobile: making profits in a mature market
5 McDonald’s in UK: the competitive strategies
6 Call Center Europe
7 Disneyland Resort Paris: Mickey goes to Europe
8 Giordano

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