PART I — UNDERSTANDING SERVICEPRODUCTS, 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