Which of the Following Statements About Service Quality and Market

Which of the following statements about service quality and market share is NOT true?

A) When service is good, a company can charge more for its services than its competitors can and still maintain or even increase its market share
B) The implementation of superior service yields higher-than-normal market share growth
C) The relationship between service quality and market share is hard to discern because it happens over time
D) Advertising that an organization offers service excellence without sufficient service quality to back it up will NOT increase market share
E) Advertising that an organization offers service excellence without sufficient service quality to back it up will increase market share