Includes bibliographical references and index.

Contents: Foundations for services marketing: Introduction to services -- Conceptual framework of the book: the gaps model of service quality -- Focus on the consumer: Consumer behaviour in services -- Customer expectations of service -- Customer perceptions of service -- Understanding customer requirements: Listening to customers through research -- Building customer relationships -- Service recovery -- Aligning service design and standards: Service development and design -- Customer-defined service standards -- Physical evidence and the servicescape -- Delivering and performing service: Employee's roles in service delivery -- Customers' roles in services delivery -- Delivering service through intermediaries and electronic channels -- Managing demand and capacity -- Managing service promises: Intergrated services marketing communications -- Pricing of services -- Service and the bottom line: The Financial and economic impact of service.