Part 1 Understanding service products, consumers, and markets . Introduction to Services Marketing pp. 4-33 -- Consumer Behavior in a Services Context pp. 34-65 -- Positioning Services in Competitive Markets pp. 66-92

Part 2 Applying the 4Ps of marketing to services . Developing Service Products: Core and Supplementary Elements pp. 96-121 -- Distributing Services through Physical and Electronic Channels pp. 122-149 -- Setting Prices and Implementing Revenue Management pp. 150-187 -- Promoting Services and Educating Customers pp. 188-223

Part 3 Designing and managing the customer interface . Designing and Managing Service Processes pp. 226-263 -- Balancing Demand and Capacity pp. 264-295 -- Crafting the Service Environment pp. 296-321 -- Managing People for Service Advantage pp. 322-354

Part 4 Developing customer relationships . Managing Relationships and Building Loyalty pp. 358-393 -- Complaint Handling and Service Recovery pp. 394-426

Part 5 Striving for service excellence . Improving Service Quality and Productivity pp. 430-175 -- Organizing for Service Leadership pp. 476-500

Part 6 Case studies . Sullivan Ford Auto World pp. 504-509 -- Dr Beckett's Dental Office pp. 510-513 -- Bouleau & Huntley: Cross-Selling Professional Services pp. 514-518 -- Banyan Tree: Branding the Intangible pp. 519-527 -- Giordano: Positioning for International Expansion pp. 528-537 -- Kiwi Experience pp. 538-546 -- Distribution at American Airlines pp. 547-554 -- Managing Word-of-Mouth: The Referral Incentive Program that Backfired pp. 555-558 -- The Accra Beach Hotel: Block Booking of Capacity during a Peak Period pp. 559-563 -- Revenue Management of Gondolas: Maintaining the Balance beteen Tradition and Revenue pp. 564-567 -- Aussie Pooch Mobile: Expansion by Franchising pp. 568-577 -- Shouldice Hospital Limited (Abridged) pp. 578-587 -- Red Lobster pp. 588-589 -- Singapore Airlines: Managing Human Resources for Cost-effective Service Excellence pp. 590-598 -- Customer Asset Management at DHL in Asia pp. 599-602 -- Dr Mahalee Goes to London: Global Client Management pp. 603-604 -- Hilton HHonors Worldwide: Loyalty Wars pp. 605-616 -- The Royal Dining Membership Program Dilemma pp. 617-623 -- The Complaint Letter pp. 624-626 -- The Broadstripe Service Guarantee pp. 627-633 -- Starbucks: Delivering Customer Service pp. 634-648