Brief Contents

About the Authors

Preface

Acknowledgments

PART I: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS

1. Creating Value in the Service Economy
2. Understanding Service Consumers
3. Positioning Services in Competitive Markets

PART II: APPLYING THE 4 PS OF MARKETING TO ERVICES

4. Developing Service Products and Brands
5. Distributing Services Through Physical and Electronic Channels
6. Service Pricing and Revenue Management
7. Service Marketing Communications

PART III: MANAGING THE CUSTOMER INTERFACE

8. Designing Service Processes
9. Balancing Demand and Capacity
10. Crafting the Service Environment
11. Managing People for Service Advantage

PART IV: DEVELOPING CUSTOMER RELATIONSHIPS

12. Managing Relationships and Building Loyalty
13. Complaint Handling and Service Recovery

PART V: STRIVING FOR SERVICE EXCELLENCE

14. Improving Service Quality and Productivity
15. Building a World-Class Service Organization

PART VI: CASE STUDIES

Name Index

Subject Index

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