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Marketing,that works in India by Y Moorthi

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18

Customer

The customer is central to service. A product is used after it has been manufactured or delivered. But a service is created dynamically by a service provider in consultation with the customer (these days even products are sought to be made in this fashion). For example, we specifically tell the waiter in a hotel whether we want the dish spicy or not so spicy. It is expected to be prepared accordingly. The thrill of a magic show lies as much in the magician’s skill of hand as it does in the wonderstruck spectator. In music concerts we send chits to the singer asking him/her to sing our favourite song. Therefore customer preferences are the key to configuring a great service on the go.

18.1  HOW MUCH SHOULD A SERVICE SCORE?

Almost ...

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