Baron, SteveHarris, Kim2018-10-282018-10-2820032003http://196.43.179.3:8080/xmlui/handle/123456789/5951.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 issuesen-USBook