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Services Marketing, 2nd Edition by K. Mohana Rao

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19

Service Quality Management

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the way consumers perceive service quality

  • Identify the determinants of service quality

  • Describe the managerial process for service quality

  • Understand the service quality audit

Star Diagnostic Centre (SDC), established two decades ago, has been functioning on the strength of its relationships with local doctors and hospitals that suggest the centre to their patients. This formula served Star very well till two new diagnostic centres came up which caused many of its old clients to switch loyalties and patronize the new centres despite the doctors and hospitals advising them to visit SDC. Since the time it was established, SDC never ...

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