(NOTE: Each chapter begins with an Introduction and concludes with a Summary.)
I. THE SERVICE PARADIGM.
1. The Metamorphosis of Services.
The Service Economy.
Global Tourism and Hospitality.
Interdependency of Services.
Hospitality as a Service Industry.
Service Packages.
Tangible and Intangible Aspects of Service Offers.
2. The Nature of Services.
How Services Differ.
Management Implications.
II. SERVICES OF QUALITY.
3. Quality the Core Service.
An Historic Perspective on Quality.
Economic Impact of Quality.
The Cost of Quality.
The Quality 'Gurus.'
The Core Ideas of TQM.
The Special Case of Service Quality.
Understanding Service Quality Theory.
Service-quality Concepts.
4. Understanding Customer Needs.
Customers of a Service Organization.
Internal Customers.
External Customers.
Measurement of Service Quality.
Employee Research.
III. SERVICES THAT SERVE.
5. The Service Vision.
Service Vision or Concept.
Service Strategy.
Service Processes.
Perfecting the Service System.
Service Design and Blueprinting.
Managing the 'critical encounters.'
Designing and Managing Service Networks.
6. Modern Marketing (1) External Service Implications.
Towards a New Marketing Paradigm.
Integrating Operations, Marketing, and Human Resources.
An Extended Marketing Mix for Services.
New Marketing Concepts for Services.
7. Modern Marketing (2) Internal Management Implications.
The Shift in Focus.
Internal Marketing.
Relationship Marketing.
In-House Marketing.
Managing and Marketing Service Demand.
IV. SERVICE GROWTH TO EXCELLENCE.
8. Empowerment, Guarantees, and Recovery.
Service Superiority.
Empowerment.
Service Guarantees.
Service Recovery.
Coordinating Empowerment, Guarantee, and Recovery.
9. Global Strategies for Hospitality Services.
The Trend is Global.
From Inns to Internationalisation.
Choosing an International Location.
In Search of Global Potential.
Strategies for Globalising Hospitality Firms.
Globalisation Through Partnerships and Alliances.
10. Technology and its Applications.
The Advent of Technology.
The Shift of Focus.
The Internet.
Internal and External Services.
Integration of Marketing, Operations, and Human Resources.
Applications of Technology in the Hospitality Industry.
Marketing and Sales in the Age of Technology.
11. Implications of the New Paradigm in Hospitality.
Evolving Imperatives.
Services Management The New Paradigm in Hospitality.
References.
Index.
