Part I: Foundations for Services Marketing 1. Introduction to Services 2. Conceptual Framework of the Book: The Gaps Model of Service Quality Part II: Focus on the Customer 3. Customer Expectations of Service 4. Customer Perceptions of Service Part III: Understanding Customer Requirements 5. Listening to Customers through Research 6. Building Customer Relationships 7. Service Recovery Part IV: Aligning Service Design and Standards 8. Service Innovation and Design 9. Customer-Defined Service Standards 10. Physical Evidence and the Servicescape Part V: Delivering and Performing Service 11. Employees’ Roles in Service Delivery 12. Customers’ Roles in Service Delivery 13. Managing Demand and Capacity Part VI: Managing Service Promises 14. Integrated Service Marketing Communications 15. Pricing of Services Part VII: Service and the Bottom Line 16. The Financial and Economic Impact of Service Cases

Services Marketing, in its sixth edition, continues to base itself on the ever-reliable GAPS Model of Service Quality. The book’s underlining theme makes the reader understand that a strong customer relationship through quality service is the basis on which the most successful companies thrive. It also has a focus on the Strategic aspect without deviating from the base structure of the text to help the students realize the potential of Service Marketing.