All customers seek social exchange and affirmation in their service experiences.
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Q81: A "service" is defined as any act
Q83: Service marketers have no problem in differentiating
Q85: A service company can differentiate itself by
Q87: The company need not define the customer
Q88: Customers are becoming more sophisticated about buying
Q88: Developing brand strategies for a service brand
Q89: Services must consider developing a brand hierarchy
Q100: The service quality of a firm is
Q101: Services can be judged on customer importance
Q116: Top service companies are "customer obsessed."
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