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Table of Contents
|Foundations for Services Marketing|
|Introduction to Services|
|Conceptual Framework of the Book: The Gaps Model of Service Quality|
|Focus on the Customer|
|Consumer Behavior in Services|
|Customer Expectations of Service|
|Customer Perceptions of Service|
|Understanding Customer Requirements|
|Listening to Customers Through Research|
|Building Customer Relationships|
|Aligning Service Design and Standards|
|Service Development and Design|
|Customer-Defined Service Standards|
|Physical Evidence and the Servicescape|
|Delivering and Performing Service|
|Employees' Roles in Service Delivery|
|Customers' Roles in Service Delivery|
|Delivering Service Through Intermediaries and Electronic Channels|
|Managing Demand and Capacity|
|Managing Service Promises|
|Integrated Services Marketing Communications|
|Pricing of Services|
|Service and the Bottom Line|
|The Financial and Economic Impact of Service|
|Table of Contents provided by Publisher. All Rights Reserved.|