Chapter 1. Introduction to Services

PART ONE: FOCUS ON THE CUSTOMER

Chapter 2. Consumer Behavior in Services

Chapter 3. Customer Expectations in Services

Chapter 4. Customer Perceptions in Services

PART TWO: LISTENING TO CUSTOMER REQUIREMENTS

Chapter 5. Understanding Customer Expectations and Perceptions through Marketing

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 Services Marketing Communications

Chapter 16. Pricing of Services

PART SIX: THE BIG PICTURE---CLOSING ALL THE GAPS

Chapter 17. The Financial and Economic Effect of Services

Chapter 18. The Integrated Gaps Model of Service Quality

CASES

Virgin Atlantic Airways¿Ten Years After

Custom Research

Northwest Airlines (New)

The Four Seasons (New)

Ernst & Young LLP

The Quality Improvement Customers Didn’t Want

General Electric Medical SystemsNorth Pittsburgh Telephone CompanyGiordono (New)