More service, less satisfaction : the service context -- Crafting the service value proposition : internal foundations -- Act 1: Managing expectations : preconceptions -- Act 2: Starting well : first impressions -- Act 3: Moving to positive : building trust -- Act 4: Queues and bad news : reality check -- Act 5: Making customers feel important : something individual -- Act 6: I can fix that : service recovery -- Act 7: Staying ahead : service innovation -- Act 8: Leaving your customers wanting more : the finishing touch.