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 Susan Munro, Service Consumer
Case 3 Dr. Beckett’s Dental Office
Case 4 Uber's Unintended Burdens
Case 5 Kiwi Experience
Case 6 The Accra Beach Hotel: Block Booking of Capacity during a Peak Period
Case 7 Revenue Management at The View
Case 8 Aussie Pooch Mobile
Case 9 Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond?
Case 10 Digital Luxury Services: Tradition versus Innovation in Luxury Fashion
Case 11 National Library Board Singapore: Delivering Cost-Effective Service Excellence through Innovation and People
Case 12 Red Lobster
Case 13 Banyan Tree: Branding the Intangible
Case 14 Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence
Case 15 Menton Bank
Case 16 Dr. Mahalee Goes to London: Global Client Management
Case 17 Platform vs Pipeline Business Models: Are Airbnb and Marriott Right to Move into Each Other’s Turf?
Case 18 The Royal Dining Membership Program Dilemma