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Service and Moments of Truth
Service and the Moment of Truth
Service as a social and psychological phenomenon between two or more peo-
ple is related to the concept of the moment of truth, which Richard Normann
suggests is critical for the successful provision of service.
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A metaphor of
bullghting is often used to illustrate the meeting between the provider
of a service and the customer. While hopefully service encounters are less
confrontational than a bullght, the sense of engagement (particularly in a
symbiotic relationship of mutual dependency) is aptly conveyed. Perceived
service quality is realized at this moment of truth. The outco ...