Description: I. SERVICE MARKETING: THE TRADITIONAL AND EMERGING VIEWS. 1. Services vs. Goods. 2. The Nature of Demand for Services. 3. A Framework for Service Marketing Management. II. FOCUSING THE ORGANIZATION. 4. Focusing and Positioning. 5. Identifying Customer Groups. III. LISTENING TO THE CUSTOMER. .6 Methods of Listening to the Customer. 7. Complaint Management. 8. Service Guarantees. IV. MEASURING CUSTOMER SATISFACTION. 9. The Psychology of Customer Satisfaction. 10. Designing Customer Satisfaction Surveys. 11. Analyzing Customer Satisfaction Surveys. V. DETERMINING FINANCIAL IMPACT. 12. Measuring the Benefits o f Service Improvement: Traditional Methods. 13. The Cost of Quality. 14. Return on Quality. VI. IMPROVING SERVICE. 15. Moments of Truth. 16. Relationship Marketing. 17. Employee Empowerment. 18. Chapter 18: The Service-Based Business Plan. VII. THE FUTURE OF SERVICE MARKETING. 19. Implications of Technology.

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