Includes index

Introduction / Mark Gabbott and Gillian Hogg --
Breaking free from product marketing / G.L. Shostack --
Classifying services to gain strategic marketing insights / C.H. Lovelock --
How consumer evaluation processes differ between goods and services / V.A. Zeithaml --
A service-orientated approach to marketing of services / C. Gronroos --
What is meant by services? / J.M. Rathmell --
Dramatizing the service experience: a managerial approach / S.J. Grove, R.P. Fisk, and M.J. Bitner --
The impact of services versus goods on consumers' assessment of perceived risk and variability / K.B. Murray and J.L. Schlacter --
Perceived control and the effects of crowding and consumer choice on the service experience / M.K. Hui and J.E.G. Bateson --
Consumer behavior and services: a review / M. Gabbott and G. Hogg --
Critical service encounters: the employee's viewpoint / M.J. Bitner, B.H. Booms and L.A. Mohr --
SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality / A. Parasuraman, V.A. Zeithaml and L.L. Berry --
Measuring service quality: a reexamination and extension / J.J. Cronin and S.A. Taylor --
Expectations, performance evaluation, and consumers' perceptions of quality / R.K. Teas --
SERVQUAL: review, critique, research agenda / F. Buttle --
A dynamic process model of service quality: from expectations to behavioral intentions / W. Boulding, A. Kalra, R. Staelin and V.A. Zeithaml --
A multistage model of customers' assessments of service quality and value / R.N. Bolton and J.H. Drew --
Buyer perceived service quality in industrial networks / M. Holmlund and S. Kock --
From scientific management to service management: a management perspective for the age of service competition / C. Gronroos --
Towards a classification of service processes / R. Silvestro, L. Fitzgerald, R. Johnston and C. Voss. (Cont.) Sustainable competitive advantage in service industries: a conceptual model and research propositions / S.G. Bharadwaj, P.R. Varadarajan and J. Fahy --
Service firms' international entry-mode choice: a modified transaction-cost analysis approach / M.K. Erramilli and C.P. Rao --
The consumer rules? An examination of the rhetoric and 'reality' of marketing in financial services / D. Knights, A. Sturdy, and G. Morgan --
River magic: extraordinary experience and the extended service encounter / E.J. Arnould and L.L. Price --
Service breakdowns: a study of critical incidents in an airline / B. Edvardsson --
Managing quality in business-to-business services / I.T.D. Szmigin.