PART ONE Introduction1. INTRODUCTION TO SERVICES2. KEY COMPETITIVE TRENDS AND CONCEPTUAL FRAMEWORK OF THE BOOKPART TWO Focus on the Customer3. CONSUMER BEHAVIOR IN SERVICES4. CUSTOMER EXPECTATIONS OF SERVICE5. CUSTOMER PERCEPTIONS OF SERVICEPART THREE Listening to Customer Requirements6. UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH7. BUILDING CUSTOMER RELATIONSHIPS THROUGH SEGMENTATION AND RETENTION STRATEGIESPART FOURAligning Strategy , Service Design ,and Standards8. CUSTOMER-DEFINED SERVICE STANDARDS9. LEADERSHIP AND MEASUREMENT SYSTEMS FOR MARKET-DRIVEN SERVICE PERFORMANCE10. SERVICE DESIGN AND POSITIONINGPART FIVEDelivering and Performing Service11. EMPLOYEES' ROLES IN SERVICE DELIVERY12. DELIVERING SERVICE THROUGH INTERMEDIARIES13. CUSTOMERS' ROLES IN SERVICE DELIVERY14. MANAGING DEMAND AND CAPACITY15. INTERNATIONAL SERVICES MARKETINGPART SIXManaging Service Promises16. THE ROLE OF ADVERTISNG, PERSONAL SELLING, AND OTHER COMMUNICATION17. PRICING OF SERVICES18. THE PHYSICAL EVIDENCE OF SERVICE