3. Given the need for customer-defined service standards, do firms need company defined standards at all? Could

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3. Given the need for customer-defined service standards, do firms need company defined standards at all? Could all standards in a company be customer defined?

Why or why not? What functional departments in a firm would object to having all standards be customer defined?

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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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