PART ONE
Introduction
1. INTRODUCTION TO SERVICES
2. KEY COMPETITIVE TRENDS AND CONCEPTUAL FRAMEWORK OF THE BOOK
PART TWO
Focus on the Customer
3. CONSUMER BEHAVIOR IN SERVICES
4. CUSTOMER EXPECTATIONS OF SERVICE
5. CUSTOMER PERCEPTIONS OF SERVICE
PART THREE
Listening to Customer Requirements
6. UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH
7. BUILDING CUSTOMER RELATIONSHIPS THROUGH SEGMENTATION AND RETENTION STRATEGIES
PART FOUR
Aligning Strategy , Service Design ,and Standards
8. CUSTOMER-DEFINED SERVICE STANDARDS
9. LEADERSHIP AND MEASUREMENT SYSTEMS FOR MARKET-DRIVEN SERVICE PERFORMANCE
10. SERVICE DESIGN AND POSITIONING
PART FIVE
Delivering and Performing Service
11. EMPLOYEES' ROLES IN SERVICE DELIVERY
12. DELIVERING SERVICE THROUGH INTERMEDIARIES
13. CUSTOMERS' ROLES IN SERVICE DELIVERY
14. MANAGING DEMAND AND CAPACITY
15. INTERNATIONAL SERVICES MARKETING
PART SIX
Managing Service Promises
16. THE ROLE OF ADVERTISNG, PERSONAL SELLING, AND OTHER COMMUNICATION
17. PRICING OF SERVICES
18. THE PHYSICAL EVIDENCE OF SERVICE
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