Services Marketing

Part One: Foundations for services Marketing 1. Introduction to Services 2. Consumer Behaviour in Services 3. Consumer Expectations of Service 4. Customer Perceptions of Service 5. Conceptual Framework of the Book- The Gaps Model of Service Quality Part Two: Understanding Customer Requirements 6. Listening to Customers Through Research 7. Building Customer Relationships Part Three: Aligning Service Design and Standards 7. Service Development and Design 8. Customer Defined Service Standards 9. Physical Evidence and the Servicescape Part Four: Delivering and Performing Service 11. Employees' Roles in Service Delivery 12. Customers' Roles in Service Delivery 13. Delivering Service through Technology and Intermediaries 14. Managing Demand and Capacity 15. Service Recovery Part Five: Managing Service Promises 16. Integrated Service Marketing Communications 17. Pricing of Services Part Six: Service and the Bottom Line 18. The Financial Impact of Service Quality Case Section 1. Tesco- The Customer Relationship Management Champion 2. People, Service and Profit at Jyske Bank 3. easyCar.com 4. Telecom Italia Mobile: Making Profits in a Mature Market 5. McDonalds in the UK: The Competitive Strategies 6. Call Center Europe 7.Disneyland resort Paris: Mickey Goes to Europe 8. Giordano

Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.