TABLE OF CONTENTS

Part 1: Foundations for Services Marketing

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

Part 2: Focus on the Customer

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

Part 3: Understanding Customer Requirements

Chapter 6: Listening to Customers through Research
Chapter 7: Building Customer Relationships
Chapter 8: Service Recovery

Part 4: Aligning Service Design and Standards

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

Part 5: Delivering and Performing Service

Chapter 12: Employees’ Roles in Service Delivery
Chapter 13: Customers’ Roles in Service Delivery
Chapter 14: Delivering Service through Intermediaries and Electronic Channels
Chapter 15: Managing Demand and Capacity

Part 6: Managing Service Promises

Chapter 16: Integrated Services Marketing Communications
Chapter 17: Pricing of Services

Part 7: Service and the Bottom Line

Chapter 18: The Financial and Economic Impact of Service

ABOUT THE AUTHOR/S

"Valarie A. Zeithaml is the Roy and Alice H. Richards Bicentennial Professor and MBA Associate Dean at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. Since receiving her MBA and PhD in Marketing at the University of Maryland in 1980, Professor Zeithaml has devoted her career to researching and teaching the topics of service quality and services management. She served on the Board of Directors of the American Marketing Association from 2000 to 2003 and is currently an Academic Trustee of the Marketing Science Institute. Mary Jo Bitner is the PETsMART Chair in Services Leadership in the Marketing Department at the W.P. Carey School of Business, Arizona State University. She also serves as Academic Director for the Center for Services Leadership at ASU. In 2003, Dr. Bitner was honored with the Career Contributions to the Service Discipline award by the American Marketing Association’s Services Special Interest Group. Dwayne D. Gremler is Associate Professor of Marketing at Bowling Green State University. He received his MBA and PhD degrees from the W.P. Carey School of Business at Arizona State University. Throughout his academic career, Dr. Gremler has been a passionate advocate for the research and instruction of services marketing issues. While a professor at the University of Idaho, Dr. Gremler received the First Interstate Bank Student Excellence Award for Teaching, an award determined by students in the College of Business and Economics "