Handbook of service marketing research / edited by Roland T. Rust, Ming-Hui Huang.

Includes bibliographical references and index.

Part I. Introduction. 1.Service marketing research: emerging directions. Part II.Customer relationships and loyalty. 2.Building long-term relationships between service organizations and customers. Ruth N. Bolton and Ranjit M. Christopher. 3.Loyalty: its many sources and and variations. Lerzan Aksoy, Timothy L. Keiningham and Richard L. Oliver. 4.A comparison of relationship marketing models. Tracey S. Dagger and Peter J. Danaher. 5.Loyalty: its biogenic , psychological, and social origin - answering the question of "Why Y"?" 6.Customer engagement: a new frontier in customer value management. Sander F. M. Beckers, Hans Risselada and Peter C. Verhoef. Part III. Customer-centered metrics. 7.Customer-based valuation: similarities and differences to traditional discounted cash flow models. Bernd Skiera and Christian Schulze. 8.CRM metrics and strategies to enhance performance in service industries.V. Kumar, Nita Umaskhankar and Jee Won (Brianna) Choi. 9.It's not your score that matters: the importance of relative metrics.Timothy L.Keiningham, Lerzan Aksoy, Arne De Keyser, Bart Larivié, Alexander Buoye and Luke Williams. 10.The satisfaction profit chain. Carly Frennea, Vikas Mittal and Robert A. Westbrook. Part IV.Managing customer contacts. 11.Service encounters in service marketing research. Mary Jo Bitner and Helen Si Wang. 12. Frontline employees and performance: optimizing the frontline, maximizing the bottom line. Sandra Streukens and Tor W. Andreassen. 13.Are you (appropriately) experienced? Service-sales ambidexterity. Ko de Ruyter, Paul Patterson and Ting Yu. Part V.Product and pricing. 14.The pricing of services. Steven M. Shugan. 15.Marketing innovation: probabilistic goods and probailistic selling. Jinhong Xie and Scott Fay. 16.New service development from the perspective of value co-creation in a service system. Bo Edvardsson, Anders Gustafsson, Per Kristensson, Bard Tronvoll and Lars Witell. 17.Hybrid offerings: research avenues for implementing services growth strategies. Werner Reinartz and Wolfgang Ulaga. Part VI. Digital service marketing. 18.Adaptive personalization of mobile information services. Tuck Siong Chung and Michel Wedel 19.It's the social, stupid! Leveraging the 4C markers of social in online service delivery. Ko de Ruyter and Tom van Laer. 20.A meta-analytic investigation of the antecedents of digital piracy. Steven A. Taylor Chiharu Ishida and Horace Melton. Part VII.Rethinking the marketing function. 21.Rethinking the roles of marketing and operations: a service-ecosystems view. Stephen Vargo, Robert F. Lusch and Melissa Archpru Akaka. 22.Marketing: a service science and arts perceptive. Jim Spohrer, Stephen K. Kwan and Raymond P. Fisk. 23.Hospitality marketing and branding research: insights from a specific service context. Chekitan S. Dev. Part VIII.Service for society. 24.Transformative service resea\ch: an emerging subfield focused on service and well-being. Amy L Ostrom, Daniele Mathras and Laurel Anderson. 25.Creating social value through citizen co-creation. P.K. Kannan.