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T. Levitt (1983)
The Marketing Imagination
J. Carlzon (1987)
Moments of Truth
Proposes an effective customer satisfaction program. Demonstratesthat successful services companies have service packages, such asminimum service requirements and value added services that distinguishthem from competitors. Offers five steps to greater customersatisfaction that focuses on satisfaction audits, service strategydevelopment, employee relations, implementing tactics, and maintenanceand feedback. Concludes that marketers must ultimately have a goodunderstanding of the marketplace.
Journal of Business and Industrial Marketing – Emerald Publishing
Published: Feb 1, 1989
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