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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
Describe an "encounter cascade" for an airplane flight. In your opinion, what are the most important encounters in this cascade for determining your overall impression of the quality of the airline?
Explanation
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Encounter cascade:
The steps involved i...
Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler
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