PART 1 - Foundations for Services Marketing§Chapter 1 - Introduction to Services§Chapter 2 - Conceptual Framework of the Book: The Gaps Model of Service Quality§§PART 2 - Focus on the Customer§Chapter 3 - Customer Expectations of Service§Chapter 4 - Customer Perceptions of Service§§PART 3 - Understanding Customer Requirements§Chapter 5 - Listening to Customers through Research§Chapter 6 - Building Customer Relationships§Chapter 7 - Service Recovery§§PART 4 - Aligning Service Design and Standards§Chapter 8 - Service Innovation and Design§Chapter 9 - Customer-Defined Service Standards§Chapter 10 - Physical Evidence and the Servicescape§§PART 5 - Delivering and Performing Service§Chapter 11 - Employees & Roles in Service Delivery§Chapter 12 - Customers & Roles in Service Delivery§Chapter 13 - Managing Demand and Capacity§§PART 6 - Managing Service Promises§Chapter 14 - Integrated Services Marketing Communications§Chapter 15 - Pricing of Services§§PART 7 - Service and the Bottom Line§Chapter 16 - The Financial and Economic Impact of Service§§Cases§§Index sakriti opis