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