Part 1. Foundations for services marketing. 1, Introduction to services. 2, Conceptual framework of the book: the gaps model of service quality -- Part 2. Focus on the customer. 3, Customer expectations of service. 4, Customer perceptions of service -- Part 3. Understanding customer requirements. 5, Listening to customers through research. 6, Building customer relationships. 7, Service recovery -- Part 4. Aligning service design and standards. 8, Service innovation and design. 9, Customer-defined service standards. 10, Physical evidence and the servicescape -- Part 5. Delivering and performing service. 11, Employees' roles in service. 12, Customers' roles in service. 13, Managing demand and capacity -- Part 6. Managing service promises. 14, Integrated service marketing communications. 15, Pricing of services -- Part 7. Service and the bottom line. 16, The financial and economic impact of service.