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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
350 Services Marketing
Customer-perceived quality (CPQ) is the ultimate result of the service per-
formance of any service organization. Interactive marketing plays a pivotal
role in generating positive CPQ.  e customers have equally an important
role to perform in the service production and consumption process, as they
are the co-producers of service.  e generated service quality also depends
upon the customers’ ability to participate in service process and also their
ability to perceive the quality generated.
A SERVICE ENCOUNTER
A service encounter consists of all possible interactive elements between ser-
vice providers and customers and includes sta , facilities, and other visible
substances.
5
It is a fact that no two service encounters ...
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Publisher Resources

ISBN: 9781306254410