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 ...