PART I: UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Ch 1 Creating Value in the Service Economy

Ch 2 Understanding Service Consumers

Ch 3 Positioning Services in Competitive Markets



PART II: APPLYING THE 4 PS OF MARKETING TO SERVICES

Ch 4 Developing Service Products and Brands

Ch 5 Distributing Services Through Physical and Electronic Channels

Ch 6 Service Pricing and Revenue Management

Ch 7 Service Marketing Communications



PART III: MANAGING THE CUSTOMER INTERFACE

Ch 8 Designing Service Processes

Ch 9 Balancing Demand and Capacity

Ch10 Crafting the Service Environment

Ch11 Managing People for Service Advantage



PART IV: DEVELOPING CUSTOMER RELATIONSHIPS

Ch12 Managing Relationships and Building Loyalty

Ch13 Complaint Handling and Service Recovery



PART V: STRIVING FOR SERVICE EXCELLENCE

Ch14 Improving Service Quality and Productivity

Ch15 Building a World-Class Service Organization



PART VI: CASE STUDIES