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For example, my service encounter at Odeon cinemas included physical aspects such as the theatre, popcorn, and tickets. However, with the telephone banking service encounter there is almost no tangible aspect.
The services I encountered also varied in the separability of the buyer and provider. For services such as going to the hairdressers, it is essential for the buyer and seller to be at the same place at the same time. However, when using self-service technologies such as ?Amazon' there is no interpersonal aspect. For self-service technologies, customers play a role in creating quality service for themselves through their own behaviour during the interaction (Mary Jo Bitner, 2003)...
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