In Service Marketing, the Most Important Link to the Customer

question 128

Multiple Choice

In service marketing, the most important link to the customer is

• A) effective advertising.
• B) good word-of-mouth communication.
• C) well-trained contact employees.
• D) the tangible aspects of the service.
• E) exceptional service quality.

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Definitions:

Cultural Authenticity

The degree to which an object, practice, or activity faithfully represents a particular culture or tradition.

Licensing Fees

Payments made to obtain permission to use someone else’s property, such as intellectual property, under agreed conditions.

Popular Culture

Encompasses the set of ideas, perspectives, attitudes, images, and other phenomena that are within the mainstream of a culture, especially those disseminated via mass media.