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By the end of this chapter, you should be able to:
➔ discuss the importance of employee–customer relationships in
the marketing mix of a service and the cultural variation in these
relationships
➔ evaluate the importance of delivery processes in the marketing mix of a service and changes in these processes
➔ examine the importance of tangible physical evidence in the
marketing mix of a service
➔ apply the seven Ps model in a service-based market.