I. THE SERVICE PARADIGM.
1. The Metamorphosis of Services.
The Service Economy.
Global Tourism and Hospitality.
Interdependency of Services.
Hospitality as a Service Industry.
Tangible and Intangible Aspects of Service Offers.
2. The Nature of Services.
How Services Differ.
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.
4. Understanding Customer Needs.
Customers of a Service Organization.
Measurement of Service Quality.
III. SERVICES THAT SERVE.
5. The Service Vision.
Service Vision or Concept.
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.
Managing and Marketing Service Demand.
IV. SERVICE GROWTH TO EXCELLENCE.
8. Empowerment, Guarantees, and 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.
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.