Marketing
Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 12.4, Problem 12.4LO
Summary Introduction

To determine: The service benefits of customer contact audit and to develop it.

Introduction:

Service is consider to be an invisible activity or advantage that company provides services to satisfy customers’ needs by paying money or something that creates value.

A customer contact audit refers to the point of communication between the service provider and customer. Customer contact audit is mainly important in high service contact industries such as education institutes, automobile industries and hotels.

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Discuss the role of service quality in customer satisfaction and loyalty. What strategies can businesses employ to improve and measure service quality?
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