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| Preface | |
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| Acknowledgments | |
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| About the Author | |
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| The Service Paradigm | |
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| The Metamorphosis of Services | |
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| Introduction | |
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| The service economy | |
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| Growth in services | |
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| The service advantage | |
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| Global tourism and hospitality | |
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| Interdependency of services | |
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| Hospitality as a service industry | |
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| Service packages | |
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| Tangible and intangible aspects of service offers | |
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| Summary of chapter | |
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| The Nature of Services | |
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| Introduction | |
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| How services differ | |
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| Management implications | |
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| Summary of chapter | |
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| Services of Quality | |
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| Quality-The Core Service | |
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| Introduction | |
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| A historic perspective on quality | |
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| Economic impact of quality | |
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| The cost of quality | |
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| The quality "gurus" | |
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| The core ideas of TQM | |
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| The special case of service quality | |
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| Understanding service quality theory | |
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| Service-quality concepts | |
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| Summary of chapter | |
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| Understanding Customer Needs | |
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| Introduction | |
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| Customers of a service organization | |
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| Internal customers | |
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| External customers | |
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| Measurement of service quality | |
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| Employee research | |
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| Summary of chapter | |
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| Services that Serve | |
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| The Service Vision | |
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| Introduction | |
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| Service vision or concept | |
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| Service strategy | |
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| Service processes | |
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| Perfecting the service system | |
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| Service design and blueprinting | |
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| Managing the "critical encounters" | |
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| Designing and managing service networks | |
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| Summary of chapter | |
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| Modern Marketing (1)-External Service Implications | |
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| Introduction | |
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| Toward a new marketing paradigm | |
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| Integrating operations, marketing, and human resources | |
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| An extended marketing mix for services | |
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| New marketing concepts for services | |
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| Summary of chapter | |
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| Modern Marketing (2)-Internal Management Implications | |
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| Introduction | |
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| The shift in focus | |
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| Internal marketing | |
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| Relationship marketing | |
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| In-house marketing | |
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| Managing and marketing service demand | |
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| Summary of chapter | |
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| Service Growth to Excellence | |
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| Empowerment, Guarantees, and Recovery | |
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| Introduction | |
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| Service superiority | |
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| Empowerment | |
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| Service guarantees | |
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| Service recovery | |
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| Coordinating empowerment, guarantee, and recovery | |
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| Summary of chapter | |
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| Global Strategies for Hospitality Services | |
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| Introduction | |
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| The trend is global | |
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| From inns to internationalization | |
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| Choosing an international location | |
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| In search of global potential | |
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| Strategies for globalizing hospitality firms | |
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| Globalization through partnerships and alliances | |
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| Summary of chapter | |
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| Technology and Its Applications | |
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| Introduction | |
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| The advent of technology | |
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| The shift of focus | |
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| The internet | |
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| Internal and external services | |
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| Integration of marketing, operations, and human resources | |
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| Applications of technology in the hospitality industry | |
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| Marketing and sales in the age of technology | |
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| Summary of chapter | |
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| Implications of the New Paradigm in Hospitality | |
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| Evolving imperatives | |
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| Services management: the new paradigm in hospitality | |
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| References | |
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| Index | |