6. Mistakes to avoid
Never start the thinking process, because you know that doing so would force you to change your organization and, in part, your business. If you don't, your competitors could get ahead of you.
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Mistakes to avoid
Bibliography
Christian Grönross, Service Management and Marketing: Managing the Moment of Truth in Service Competition , Lexington Books, 1990
Lynn G. Shostack, "How to design a service", European Journal of Marketing , 16 (1): 133-139, 1982
Jean Harvey, "Service quality: a tutorial", Journal of Operations Management , 16: 583-597, 1998...
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