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PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

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 4Ps 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 — DESIGNING AND 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 — CASE STUDIES

Case 1: Sullivan Ford Auto World

Case 2: Dr Beckett’s Dental Office

Case 3: Uber

Case 4: Banyan Tree

Case 5: Kiwi Experience

Case 6: Accra Beach Hotel

Case 7: Revenue Management of Gondolas

Case 8: Aussie Pooch Mobile

Case 9: Shouldice Hospital Limited

Case 10: Red Lobster

Case 11: Singapore Airlines

Case 12: Dr Mahalee Goes to London

Case 13: Royal Dining Membership Program Dilemma

Case 14: Customer Asset Management at DHL in Asia

Case 15: Starbucks: Delivering Customer Service

Case 16: Lux Resorts

Case 17: KidZania: Shaping a Strategic Service Vision for the Future