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Service Excellence by Ruth N. Bolton

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CHAPTER 1

A Service-Centered View of the Customer Experience

Business in the 21st century is exciting: every aspect of the marketplace is being transformed. Technology is giving rise to new market opportunities, organizations are shaping and responding to markets in ways that are disruptive and challenging, and customer preferences and behavior are evolving rapidly. Organizations must focus on creating customer experiences that build relationships because they face new competitive pressures in a complex and dynamic marketplace. In this environment, many business experts have adopted a service-centered view because they believe that service, rather than goods, is fundamental to marketplace exchanges. This view has an inherent focus on the customer ...

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