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Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Edition 6ISBN: 978-0078112058Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Edition 6ISBN: 978-0078112058 Exercise 3
Consider the "wish mode" discussion about IKEA. Think about a service that you receive regularly and put yourself in the wish mode. How would you change the service and the way it is provided?
Explanation
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The Listening Gap:
Understanding custom...
Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
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