Review the Gap Model of Service Quality (Exhibit 10.6). Consider each of the five gaps where customer

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Review the Gap Model of Service Quality (Exhibit 10.6). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list specific actions that the firm could take to improve the likelihood that customer expectations will be met on a regular basis.

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Marketing Management

ISBN: 978-1259637155

3rd edition

Authors: Mark Johnston, Greg Marshall

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