Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler

تمرين 9

Choose a service organization and collect all forms of physical evidence that the organization uses to communicate with its customers. If customers see the firm's facility, also take a photo of the servicescape. Analyze the evidence in terms of compatibility, consistency, and whether it overpromises or underpromises what the firm can deliver.