Table of Contents

Chapter 1. Introduction to Services

PART ONE: FOCUS ON THE CUSTOMER
Chapter 2. Consumer Behavior in Services
Chapter 3. Customer Expectations of Services
Chapter 4. Customer Perceptions of Service

PART TWO: LISTENING TO CUSTOMER REQUIREMENTS
Chapter 5. Understanding Customer Expectations and Perceptions through Marketing Research
Chapter 6. Building Customer Relationships
Chapter 7. Service Recovery

PART THREE: ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS
Chapter 8. Service Development and Design
Chapter 9. Customer-defined Service Standards
Chapter 10. Physical Evidence and the Servicescape

PART FOUR: DELIVERING AND PERFORMING SERVICE
Chapter 11. Employees: Roles in Service Delivery
Chapter 12. Customers: Roles in Service Delivery
Chapter 13. Delivering Service through Intermediaries and Electronic Channels
Chapter 14. Managing Demand and Capacity

PART FIVE: MANAGING SERVICE PROMISES
Chapter 15. Integrated Marketing Communication for Services
Chapter 16. Pricing of Services

PART SIX: THE BIG PICTURE: CLOSING ALL THE GAPS
Chapter 17. The Financial and Economic Impact of Service Quality
Chapter 18. The Integrated Gaps Model of Service Quality