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gap model service pricing approaches pricing strategies pricing of services services marketing communications service marketing triangle managing demand and capacity types of waiting lines waiting line strategies integrated. delivering services through intermediaries and ele strategies to deliver quality employee’s role delivering and performing service through employee cycle of failure introduction to customer citizenship behavior self service technologies and customer participati cycle of mediocrity and success service development and design types of new services core and supplementary elements new service development process service classification introduction to services service marketing mix growth of service sector economy service characteristics consumer behaviour in services customer perceptions of service customer expectation of service service loyalty service blueprint physical evidence servicescapes service recovery complaint handling in services