1. Select a service that you are familiar with, such as a bank, an airline, or even...

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1. Select a service that you are familiar with, such as a bank, an airline, or even your university.Organizations that market services face special challenges because services are intangible. One way they address the challenges created by intangibility is by designing an effective servicescape-that is, the environment in which the service is delivered and in which the firm and the customer interact.

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