List of figures
List of tables
List of exhibits
About the authors
Preface
Acknowledgements
Part One
THE NATURE OF SERVICES
1 The nature of services
Steven Desmet, Bert Van Looy, Roland
Van Dierdonck
Introduction
Objectives
The growing importance of services
Services: what makes them special？
A closer look at services
The role of service classifications
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
2 Defining the service concept
Paul Gemmel, Bert Van Looy, Gino Van Ossel
Introduction
Objectives
Why do we need a service concept？
How to define the service concept
Implementing the service concept
The service concept as a guiding framework: an overview of its main ingredients
Why not all service concepts are alike
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
3 Servitization: or why services
management is relevant for
manufacturing environments
Steven Desmet, Roland Van Dierdonck,
Bert Van Looy
Introduction
Objectives
From goods to services
Why servitization？
Making the transition
Conclusion
Review and discussion questions
Notes and references
Suggested further reading

Part Two
CUSTOMER LOGIC
4 Relationship marketing
Kristof De Wulf
Introduction
Objectives
Relationship marketing: new words to an old tune？
Linking customer satisfaction, customer loyalty and profitability
Lifetime value: the link with profitability
How to increase customer satisfaction and customer loyalty
Setting objectives in service marketing
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
5 Promoting services
Patrick De Peismacker, Joeri Van Den Bergh
Introduction
Objectives
What is so different about promoting services？
The basic building blocks of promotior
Designing a marketing communicatior strategy for services
Drawing up a promotion plan
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
6 Pricing services
Marion Debruyne, Stefan Stremersch
Introduction
Objectives
Developing a framework for pricing decisions
Pricing objectives
Pricing strategies
Pricing structure
Pricing levels and tactics
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
7 Customer satisfaction and complaint management
Gino Van Ossel, Stefan Stremersch,Paul Gernmel
Introduction
Objectives
Service quality and customer
satisfaction
A service satisfaction framework
Measuring customer satisfaction
Complaint management
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
8 Service guarantees and service-level agreements
Gino Van Ossel, Paul Gemmel
Introduction
Objectives
Service guarantees
Service-level agreements
Internal service guarantees and service-level agreements
Conclusion
Review and discussion questions
Notes and references
Suggested further reading

Part Three
HUMAN RESOURCES IN SERVICE
ORGANIZATIONS
9 The role of human resource practice in service organizations
Bart Van /ooy, Koen Dewettinck, Dirk Buyens,Tine Vandenbossche
Introduction
Objectives
The nature of services
Human resource management for services
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
10 Competencies and service organizations
Walter Stevens, Dries Foetus, Bart Van Looy,
Tine Vandenbossche, Dirk Buyens
Introduction
Objectives
Designing competency-based HR practices
Competencies for service organizations
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
11 Collaboration: integrating work and learning
Bart Van Looy
Introduction
Objectives
The benefits of collaboration in the workplace
The broader relevance of collaboration to services
The role of collaboration in learning
Collaboration as the central theme
Establishing collaborative relationships
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
12 The role of empowerment in service organizations
Bart Van Looy, Krist'l Krols, Dirk Buyens,
Tine Vandenbossche
Introduction
Objectives
The relevance of empowerment for service environments
Empowerment: the employee and the supervisor
Empowerment: the organization
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
13 Role stress among front-line employees
Koen Dewettinck, Dirk Buyens
Introduction
Objectives
Relevance of role stress for the service encounter
Role stress defined
Handling role stress for front-line employees
Conclusion
Review and discussion questions
Notes and references
Suggeted futher reading

Part Four
OPERATIONS MANAGEMENT It SERVICE ORGANIZATIONS
14 Service process design and management
Paul Gemmel
Introduction
Objectives
Process choice
Process design
Process monitoring
Process evaluation
Process re-engineering
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
15 Capacity management
Roland Van Dierdonck
Introduction
Objectives
Capacity and capacity management
Capacity planning
Scheduling capacity
Managing the demand side
The psychology and managerial consequences of waiting
Conclusion
Review and discussion questions
Technical note
Notes and references
Suggested further reading
16 Facilities management
Roland Van Dierdonck, Paul Gemmel,Steven Desmet
Introduction
Objectives
The nature of facilities management in services
Back office versus front office
Location
Designing the servicescape
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
17 IT developments and their impact on services
Tim Duharnel, Bart Van Looy, Wilfried Grommen,
Wirn Grielens, Niels Schillewaert,
Pedro Matthnssens
Introduction
Objectives
The network era - Where do we stand？
The impact of IT developments on service encounters
Action strategies for the new media
Conclusion
Review and discussion questions
Notes and references
Suggested further reading

Part Five
AN INTEGRATED APPROACH
18 Performance measurement systems in service firms
Paul Gemmel, Kurt Verweire, Gino Van Ossel,Werner Bruggeman, Roland Van Dierdonck,Bart Van Looy
Introduction
Objectives
Designing performance measurement systems for services
Implementing an integrated performance measurement system
Conclusion
Review and discussion questions
Technical note
Notes and references
Suggested further reading

19 Managing innovation in a service environment
Koenraad Debackere, Bart Van Looy
Introduction
Objectives
Innovations as spiral processes: the value-constellation approach
Innovation portfolio management
Organizing the innovation portfolio: the make-or-buy decision
The operational management of innovation
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
20 Managing services across national boundaries
Roland Van Dierdonck
Introduction
Objectives
Why internationalize？
Drivers towards internationalization
Culture and cultural differences
Internationalization strategies
Conclusion
Review and discussion questions
Notes and references
Suggested further reading
21 Defining a service strategy
Airne Heene, Bart Van Looy,Roland Van Dierdonck
Introduction
Objectives
The nature of strategic management
The challenges of strategic management for services
Conclusion
Review and discussion questions
Notes and references
Suggested further reading

TECHNICAL NOTES
1 How to collect customer satisfaction data Gino Van Ossel
2 Analysing queuing systems in service environments
Paul Gemmel
3 Simulation as a tool in designing services
Paul Gemmel
4 Data envelopment analysis Paul Gemmel
5 Insights stemming from emerging
resource and competence-based strategic management theories
Aime Heene
APPENDICES
1 Importance of informational elements in ads - comparing goods and services
2 The state probability （P（n））
Index