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They argued that a bundle of benefits are delivered through both visible and invisible parts which create an experience for the consumer. The experience can be affected by the visible inanimate environment of the organization which is part of the physical evidence, the invisible process for delivering the service, and the people involved in, both the contact personnel from inside the organization and other customers from outside the organization. Each part interacts and may influence the level of customer satisfaction. For example, a clean theater with comfortable seats and a spacious, well-lit parking lot may make the journey of going for a movie more enjoyable though the customer doesn't take any of that back home...
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