Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.

Table of ContentsPart 1: Foundations for Service Marketing1. Introduction to Services2. Conceptual Framework of the Book: The Gaps Model of Service QualityPart 2: Focus on the Customer3. Customer Expectations of Service4. Customer Perceptions of ServicePart 3: Understanding Customer Requirements5. Listening to Customers through Research6. Managing Customer Relationships7. Service RecoveryPart 4: Aligning Service Design and Standards8. Service Innovation and Design9. Customer-Defined Service Standards10. Physical Evidence and the ServicescapePart 5: Delivering and Performing Service11. Employees' Roles in Service12. Customers' Roles in Service13. Managing Demand and CapacityPart 6: Managing Service Promises14. Integrated Service Marketing Communications15. Pricing of ServicesPart 7: Service Trends: AI, Robotics, and the Bottom Line16. Artificial Intelligence and Robotics in Service17. The Financial and Economic Impact of Service