Question
Select one high-contact and one low-contact service. Using the Flower of Service framework presented in Chapter 4, define the core product and then identify and
Select one high-contact and one low-contact service. Using the Flower of Service framework presented in Chapter 4, define the core product and then identify and categorize all the supplementary elements for each of the two services. Describe the results of your analysis.
Discuss how the petals can be used for service differentiation and competitive advantage.
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Solution An example of high contact service is Banking services where the customers can closely interact with the service providers bank employees and ...
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Principles of Marketing
Authors: Philip Kotler, Gary Armstrong
14th Edition
132167123, 132997266, 9780132997263, 978-0132167123
