Hoffman, K. DouglasBateson, John E. G.2018-10-222018-10-2220082008http://196.43.179.3:8080/xmlui/handle/123456789/4181.Introduction; 2.Setting the context; 3.Service goals: the use of metaphors; 4.Service encounters; 5. Consumer experiences; 6.Service design; 7.Internal marketing; 8.Service quality and customer satisfaction; 9.Relationship marketing; 10.Service profitability; 11.Future research issuesenBook