Question: QUESTION THREE [30] Service quality differs from product quality in that the consumer is actively involved in the service creation process. Service firms therefore face

QUESTION THREE [30]

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 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

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