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

Exercise 12

Visit a service establishment where customers can influence each other (such as a theme park, an entertainment establishment, a resort, a shopping mall, a restaurant, an airline, a school, or a hospital). Observe (or interview) customers and record cases of positive and negative customer influence. Discuss how you would manage the situation to increase overall customer satisfaction.