The Future of Consumer Services. Introduction; Origin of the Work; The Structure of the Book; Acknowledgements; Contents; 1: Factories or Theatres? The Future of Service; 1.1 A New Economic Paradigm; 1.1.1 Goods and Services: Beyond the Dichotomy; 1.1.1.1 Goods and Services Are No Longer Sufficient?; 1.1.1.2 Combining Different Perspective; 1.1.1.3 Behind Goods and Services Lies a Process: Service Dominant Logic; 1.1.2 Factories or Theaters? The Future of Service; 1.1.2.1 What Is a Service Factory?; 1.1.2.2 What Makes a Service Theatre?; 1.2 Which Model, at What Conditions?; References

2: The Industrialization of Services2.1 Introduction; 2.2 Industrialization in Manufacturing; 2.3 Systems Intensive Physical Services; 2.4 Customer Intensive Physical Services; 2.5 Information Intensive Services; 2.6 Summary; References; 3: High Tech Versus High Touch: The Role of Human Intermediation in Information-Intensive Services; 3.1 Introduction; 3.2 Information-Intensive Service: Characteristics, Classification, and Challenges; 3.3 Conceptual Framework for Designing Service Delivery Channels; 3.4 Delivery Channels in Retail Banking Services; 3.5 Summary; References

4: Connecting Factory to Theatre: Lessons from a Case Study4.1 Designing Operations to Deliver Service Experience; 4.2 Cinépolis; 4.3 Mission and Vision; 4.4 The Movie Experience Market: The US Market; 4.5 Customer Segmentation; 4.6 Service Concept and Design; 4.7 The Cinépolis Experience; 4.7.1 Facilities Design; 4.7.2 Process Design; 4.7.3 Cinépolis ́ Front Office; 4.7.4 Planning and Control; 4.7.5 Cinépolis ́ Back Office; 4.7.6 A Cinépolis ́ Customer ́s Experience; 4.7.7 Recovery of Service Failures; 4.8 All Service Experience Dimensions Are Not Equal

4.9 Designed as a Theatre, Running as a Factory: The Mechanics4.9.1 Factory or Theatre, Management Matters!; References; 5: Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs; 5.1 Introduction; 5.2 Theoretical Framing; 5.3 Method; 5.4 Findings; 5.4.1 Value Propositions; 5.4.2 Alignment Between Service Systems and Value Perceptions; 5.4.3 Incorporating Customers as a Resource to Co-create Value; 5.5 Discussion; 5.5.1 Exploring Customers ́ Value Propositions; 5.5.2 Creating Value Propositions; 5.5.3 Alignment of Service Systems

5.5.4 Incorporate Customer in Co-creation5.6 Managerial Implications; 5.7 Directions for Future Research; Appendix: Sample Profile; References; 6: The Design of Consumer Experiences: Managerial Approaches for Service Companies; 6.1 Introduction; 6.2 Reference to the Service Experience in Services Marketing Literature; 6.3 The Marketing Management Approach to Consumption Experience; 6.4 The Cultural Management Approach to Consumption Experiences; 6.5 The Categories of Actions to Support Consumer in Experience Appropriation; 6.6 Beyond the Theories-The Manager ́s Reality; References

7: Customer Experience and Service Design