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Dedication
ÂÜÀòÉç¹ÙÍøt the Authors
ÂÜÀòÉç¹ÙÍøt the Contributors of the Cases
Preface
Acknowledgments

Part I: Understanding Service Markets, Products, and Customers

Chapter 1 Introduction to Services Marketing
Chapter 2 Consumer Behavior in a Services Context
Chapter 3 Positioning Services in Competitive Markets

Part II: Applying the 4 Ps of Marketing to Services

Chapter 4 Developing Service Products and Brands
Chapter 5 Distributing Services through Physical and Electronic Channels
Chapter 6 Setting Prices and Implementing Revenue Management
Chapter 7 Promoting Services and Educating Customers

Part III: Managing the Customer Interface

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

Part IV: Developing Customer Relationships

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

Part V: Striving for Service Excellence

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

Part VI: Cases

Glossary
Credits
Name Index
Subject Index

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