Services Marketing

Introduction to services. Part 1 Focus on the customer: consumer behaviour in services; customer expectations of services; customer perceptions of service. Part 2 Listening to customer requirements: understanding customer expectations and perceptions through marketing research; building customer relationships; service recovery. Part 3 Aligning strategy, service design and standards: service development and design; customer-defined service standards; physical evidence and the servicescape. Part 4 Delivering and performing service: employees' roles in service delivery; customer's roles in service delivery; delivering service through intermediaries and electronic channels; managing demand and capacity. Part 5 Managing service promises: integrated marketing communication for services; pricing of services. Part 6 The big picture: closing all the gaps - the financial and economic impact of service quality; integrated gaps model of service quality.