Includes bibliographical references (pages 388-396) and index.
CONTENTS NOTE
Text of Note
pt. 1. Understanding Services. Ch. 1. Why Study Services? Ch. 2. Understanding Service Processes. Ch. 3. Customer Contact with Service Organizations. Ch. 4. Service from the Customer's Viewpoint -- pt. 2. Creating Value through Service. Ch. 5. Productivity and Quality: Two Sides of the Same Coin. Ch. 6. Managing Relationships and Building Customer Loyalty. Ch. 7. Complaint Handling and Service Recovery -- pt. 3. Service Marketing Strategy. Ch. 8. Service Positioning and Design. Ch. 9. Adding Value with Supplementary Product Elements. Ch. 10. Designing Service Delivery Systems. Ch. 11. Price and Other Costs of Service. Ch. 12. Customer Education and Service Promotion -- pt. 4. Integrating Marketing with Operations and Human Resource Management. Ch. 13. Tools for Service Marketers. Ch. 14. Balancing Demand and Capacity. Ch. 15. Managing Waiting Lines and Reservations. Ch. 16. Service Employees: From Recruitment to Retention.