This course explores what it takes to deliver exceptional service in an increasingly experience-driven economy. Taught by Professor Jagdish Sheth, it challenges traditional assumptions that service quality alone leads to customer loyalty. Instead, learners will examine how reliability, consistency, personalization, and recovery from failure drive long-term trust and satisfaction. The course introduces key concepts such as the service-profit chain, fan loyalty, and the heavy-half customer segment, emphasizing that service excellence is not just about meeting expectations—but exceeding them repeatedly and profitably. Through real-world examples and strategic frameworks, learners will understand how to design and scale service operations, measure performance, and embed excellence as a cultural and competitive advantage. Ideal for professionals in hospitality, healthcare, retail, and beyond, this course provides a roadmap for making service a core business differentiator.