Includes bibliographical references and indexes.

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 OrganizationPART VI - CASE STUDIES Case 1: Sullivan Ford Auto WorldCase 2: Dr Beckett's Dental OfficeCase 3: Uber Case 4: Banyan Tree Case 5: Kiwi ExperienceCase 6: Accra Beach Hotel Case 7: Revenue Management of Gondolas Case 8: Aussie Pooch Mobile Case 9: Shouldice Hospital Limited Case 10: Red LobsterCase 11: Singapore Airlines Case 12: Dr Mahalee Goes to LondonCase 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