Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances.

The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries.

Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition

Table of Contents

Part One Foundations for Services Marketing

1 Introduction to Services
2 Conceptual Framework of the Book: The Gaps Model of Service Quality

Part Two Focus on the Customer

3 Consumer Behavior in Services
4 Customer Expectations of Service
5 Customer Perceptions of Service

Part Three Understanding Customer Requirements

6 Listening to Customers Through Research
7 Building Customer Relationships
8 Service Recovery

Part Four Aligning Service Design and Standards

9 Service Development and Design
10 Customer-Defined Service Standards
11 Physical Evidence and the Servicescape

Part Five Delivering and Performing Service

12 Employees' Roles in Service Delivery
13 Customers' Roles in Service Delivery
14 Delivering Service Through Intermediaries and Electronic Channels
15 Managing Demand and Capacity

Part Six Managing Service Promises

16 Integrated Services Marketing Communications
17 Pricing of Services

Part Seven Service and the Bottom Line

18 The Financial and Economic Impact of Service

Cases
Index

768 pages, Paperback