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