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service quality differs from product quality in that the consumer is actively involved in the service creation process. Service firms therefore face a unique situation
service quality differs from product quality in that the consumer is actively involved in the service creation process. Service firms therefore face a unique situation whereby each service encounter with a customer is a test of the firms service standards.
In light of the above information, discuss how a firm can manage service quality and to ensure consistent service delivery that meets or exceeds customer expectations.
30 marks
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