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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 14

Designing and Managing Services

MIRCHI & MIME-A PERFECT JUGALBANDI OF CONTEMPORARY FINE CUISINE AND A UNIQUE SERVICE

“A well-crafted case that succinctly captures the truly unique characteristics of Mirchi & Mime and beautifully blends them with the core dimensions of superior customer service. It constitutes a very interesting and rich context for demonstrating to students how creative design and superior service, coupled with concern for society at large, can contribute to marketing excellence and sustainable competitive advantage.” Dr A Parasuraman, Professor of Marketing & Holder of the James W. McLamore Chair, University of Miami (author SERVQUAL Model)

THE PREMISE

This unique 110-seater bar and grill restaurant in Hiranandani Gardens, ...

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