Part 1: Understanding services -- Why study services? -- Understanding service processes -- Part 2: The service customer -- Managing service encounters -- Customer behavior in service environments -- Relationship marketing and customer loyalty -- Complaint handling and service recovery -- Part 3: Service marketing strategy -- The service product -- Pricing strategies for services -- Promotion and education -- Service positioning and design -- Part 4: Service delivery issues -- Creating delivery systems in place, cyberspace,a nd time -- Creting value through productivity and quality -- Balancing demand and capacity -- Managing customer waiting lines and reservations -- Part 5: Integrating marketing, operations,a nd human resources -- Employee roles in service organizations -- The impact of technology on services -- Organizing for service leadership

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