pt. 1. Understanding Services -- ch. 1. Why Study Services? -- ch. 2. Understanding Service Processes -- pt. 2. The Service Customer -- ch. 3. Managing Service Encounters -- ch. 4. Customer Behavior in Service Environments -- ch. 5. Relationship Marketing and Customer Loyalty -- ch. 6. Complaint Handling and Service Recovery -- pt. 3. Service Marketing Strategy -- ch. 7. The Service Product -- ch. 8. Pricing Strategies for Services -- ch. 9. Promotion and Education -- ch. 10. Service Positioning and Design -- pt. 4. Service Delivery Issues -- ch. 11. Creating Delivery Systems in Place, Cyberspace, and Time -- ch. 12. Creating Value Through Productivity and Quality -- ch. 13. Balancing Demand and Capacity -- ch. 14. Managing Customer Waiting Lines and Reservations -- pt. 5. Integrating Marketing, Operations, and Human Resources -- ch. 15. Employee Roles in Service Organizations -- ch. 16. The Impact of Technology on Services -- ch. 17. Organizing for Service Leadership.