This book consists of:
Part 1 understanding service
Includes why study service?, understanding service process, customer contact with service organization.
Part 2 creating value through service
Includes productivity and quality, managing relationship and Building customer loyalty, and complainr handling.
Part 3 service marketing strategy
Includes service positioning, adding value , designing service delivery system, Prince and other costs of service.
Part 4 integrating marketing with operation ad human Resources management