Foundations for Services Marketing
1 Introduction to Services 2 Consumer behaviour in services 3 Customer expectations of service 4 Customer perceptions of service 5 Conceptual framework of the book: the gaps model of service quality
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This ﬁrst part of the text provides you with the foundations needed to begin your study of services marketing. The ﬁrst chapter identiﬁes up-to-date trends, issues, and opportunities in services as a backdrop for the strategies addressed in remaining chapters. Knowing what customers want and how they assess what they receive is the foundation for designing effective services. Therefore Chapter 2 focuses on what is known about customer behaviour for services, Chapter 3 looks at customer expectations and Chapter 4 considers customer perceptions. Chapter 5 introduces the gaps model of service quality, the framework that provides the structure for the rest of the text. The remaining parts of the book will include information and strategies to address the speciﬁc gaps identiﬁed by this model, giving you the tools and knowledge to become a services marketing leader.
Introduction to Services
L EARNING O BJECTIVES
This chapter’s objectives are to: 1 Explain what services are and identify important trends in services. 2 Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating. 3 Explore the profound impact of technology on service. 4 Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses. 5 Introduce the expanded marketing mix for services and the philosophy of customer focus, as powerful frameworks and themes that are fundamental to the rest of the text. 6 Introduce the servuction system model and the concept of the services triangle.
Chapter 1 Introduction to services
CASE STUDY: EUROPE’S POSITION AS A GLOBAL