Service businesses: successful but still merely adequate? -- Encounters and relationships: understanding the changing structure of service -- Customers, organizations, and providers: managing the links of the brave new service -- Encounter businesses: devising processes, designing jobs, and creating encounters -- Machine providers: managing the automated service process -- From pseudo-relationships to enhanced encounters: forging the customer-organization link -- Relationship businesses: using the original service model -- Using technology: building profits and pleasing customers -- Service within, outside, and between organizations: creating ties that bind -- Brave new service strategy: creating satisfied customers, successful organizations, and effective providers

1. Customer services