Short answers about Service Marketing
After reading Chapter Five, answer the following questions:
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- What are the two types of interactive activities that an organization can use to improve upward communications? Provide an example of each type.
- Describe the form of service research known as mystery shopping and discuss its potential benefits to service organizations.
After reading Chapter Six, answer the following questions:
- What are four customer goals for organizations that engage in relationship marketing?
- Discuss the challenges that companies face when ending customer relationships.