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Tables of Contents for Principles of Service Marketing and Management
Chapter/Section Title
Page #
Page Count
Preface
xvii
About the Authors
xix
PART One Understanding Services
1
84
Why Study Services?
2
22
Understanding Service Processes
24
20
Customer Contact with Service Organizations
44
20
Service from the Customer's Viewpoint
64
21
PART Two Creating Value through Service
85
66
Productivity and Quality: Two Sides of the Same Coin
86
22
Managing Relationships and Building Customer Loyalty
108
24
Complaint Handling and Service Recovery
132
19
PART Three Service Marketing Strategy
151
114
Service Positioning and Design
152
22
Adding Value with Supplementary Product Elements
174
22
Designing Service Delivery Systems
196
23
Price and Other Costs of Service
219
23
Customer Education and Service Promotion
242
23
PART Four Integrating Marketing with Operations and Human Resource Management
265
82
Tools for Service Marketers
266
21
Balancing Demand and Capacity
287
17
Managing Waiting Lines and Reservations
304
22
Service Employees: From Recruitment to Retention
326
21
Cases
347
41
Endnotes
388
9
Glossary
397
7
Credits
404
1
Index
405