Question: Discuss using relevant examples from the case study how BMW segments its consumers. (10) Service quality differs from product in that the consumer is actively

Discuss using relevant examples from the case study how BMW segments its consumers. (10)

Service quality differs from product 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 quality standards.

In light of the above information discuss how a firm can manage service quality to ensure consistent service delivery that meets or exceeds customer expectations. (30)

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