Services Marketing: Integrating Customer Focus Across the Firm(7版)

PARTⅠ: FOUNDATIONS FOR SERVICES MARKETING
Ch 1 Introduction to Services
Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality

PART Ⅱ: FOCUS ON THE CUSTOMER
Ch 3 Customer Expectations of Service
Ch 4 Customer Perceptions of Service

PART Ⅲ: UNDERSTANDING CUSTOMER REQUIREMENTS
Ch 5 Listening to Customers through Research
Ch 6 Building Customer Relationships
Ch 7 Service Recovery

PART Ⅳ: ALIGNING SERVICE DESIGN AND STANDARDS
Ch 8 Service Innovation and Design
Ch 9 Customer-Defined Service Standards
Ch10 Physical Evidence and the Servicescape

PART Ⅴ: DELIVERING AND PERFORMING SERVICE
Ch11 Employees' Roles in Service Delivery
Ch12 Customers' Roles in Service Delivery
Ch13 Managing Demand and Capacity

PART Ⅵ: MANAGING SERVICE PROMISES
Ch14 Integrated Services Marketing Communications
Ch15 Pricing of Services

PART Ⅶ: SERVICE AND THE BOTTOM LINE
Ch16 The Financial and Economic Impact of Service