MARKETING:REAL PEOPLE,REAL CHOICES
MARKETING:REAL PEOPLE,REAL CHOICES
10th Edition
ISBN: 9780135199893
Author: Solomon
Publisher: RENT PEARS
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Chapter 12, Problem 13QA
Summary Introduction

To describe: The dimensions consumers and business customers use to evaluate service quality. The way in which marketers should respond to failure in service quality.

Introduction:Service quality refers to how well a service has been able to satisfy and fulfil the needs and expectations of a customer.

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What dimensions do consumers and business customers use to evaluate service quality? how should marketers respond to failures in service quality?
Describe the four characteristics of services that marketers must consider when designing marketing programs.
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