Although the services provided by an organization are very diverse, they have accounted for the performance of the organization (Kotler and Keller, 2007). There have been an increasing number in organizations that are selling services (Rotfeld, 2001). Since the early 1980’s, various author have recommended different service types based on different criterion (Chowdhary and Prakash, 2007). Kotler and Keller (2007) defined service as ‘any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything.’ Edvardsson (1998) suggest service to be viewed from the customer perspective as it is them who determines of the quality of the service provided. Service is very important in today context as it is the key for attracting new customers and retaining of existing ones. Bad service experience forces customers to switch the brand or the service provider in search for the one who provides them with satisfaction (Michel e...
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