Services Marketing

Part 1 Introduction: an introduction to services; key competitive trends and conceptual framework of the book. Part 2 Focus on the customer: consumer behaviour in services; customer expectations of service; customer perceptions of service. Part 3 Listening to customer requirements: understanding customer expectations through marketing research; building customer relationships through segmentation and retention strategies. Part 4 Aligning strategy - service design, and standards: customer-defined services standards; leadership and measurements systems for market-driven services performance; service design and positioning. Part 5 Delivering and performing service: employee roles in service delivery; delivering service through intermediaries; customer's roles in service delivery; managing demand and capacity; international service marketing. Part 6 Managing service promises : the role of advertising, personal selling, and other communication; pricing of services; the physical evidence of service.