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Therefore, satisfaction is not a fixed parameter but rather a subjective measurement based on each customer's own perception of the service quality. In service industries, this becomes even more evident as the satisfaction depends on more variables; because services involve and depend upon the performance of humans, it becomes difficult to ensure consistent quality over time. This heterogeneity makes it difficult for service managers to know for sure that the service is being delivered in a satisfactory manner. Another problem facing service managers is intangibility. From the customer's point of view, the lack of tangibles often makes it harder to determine if the service was performed satisfactorily...
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