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 | |
Service Recovery | |
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 | |
Cases | |
Index | |
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