2. Keep a service journal for a day and document your use of services. Ask yourself before...

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2. Keep a service journal for a day and document your use of services. Ask yourself before each service encounter to indicate your predicted service of that encounter.

After the encounter, note whether your expectations were met or exceeded. How does the answer to this question relate to your desire to do business with that service firm again?

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Services Marketing Integrating Customer Focus Across The Firm

ISBN: 9780078112102

7th Edition

Authors: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler

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