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All of which need to be considered and targeted appropriately to keep the customer satisfied (Bowdin et al, 2001; Christison, 2006; Watt, 1998). Focusing on the types of the types of attendees and their expected behaviour will help create the correct environment and in turn, the success of the event (Shone & Parry, 2004). However, it is often hard to ascertain what customer expectations are when they do not even know themselves (Bowdin et al, 2001; Grainger-Jones, 1999). Additionally, customer expectations and moods can change at any time (Yeoman et al, 2004). Therefore event managers should plan extensively and have contingency plans in place...
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