The Moment of Truth: A Key to Successful Services Marketing

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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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Bibliographic Details
Main Author:	Hultman, Jens
Format:	Article
Language:	English
Published:	INTI Publishing House Sdn Bhd 2005
Subjects:	HD Industries. Land use. Labor
Online Access:	http://eprints.intimal.edu.my/292/ http://eprints.intimal.edu.my/292/1/2005_2.pdf

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