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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 849 |
Essay's paper body
Ronkainen, Pg.321)
Quality
Christian Gronroos suggested that the total quality of a services is a function of three components: corporate image, technical quality, and functional quality. It is difficult to evaluate which aspect of quality is the most important from the customer’s view. However all three aspect must be given attention by management...
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From the marketing manager’s perspective, corporate image is the most remote and the most difficult to control, even though it can be important in “excusing†minor deficiencies in the other quality components.
Technical and functional quality are the most readily managed and most easily controlled...
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