The Moment of Truth: A Key to Successful Services Marketing
This paper highlights the importance of the moment of truth in services marketing. The moment of truth is argued to be a notion that bridges the concept of the service encounter with the concept of the expected and experienced quality. This paper is outlined as follows: First, the service encounter...
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| Format: | Article |
| Language: | English |
| Published: |
INTI Publishing House Sdn Bhd
2005
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/292/1/2005_2.pdf http://eprints.intimal.edu.my/292/ |
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