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Services marketing lovelock 6th edition pdf 2025

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The document is a comprehensive guide on service marketing, focusing on understanding service products, consumer behavior, and effective strategies for managing customer interactions. It emphasizes the importance of complaint handling and service recovery as critical components in maintaining customer loyalty. The text outlines various types of customer complaints, the motivations behind them, and the principles of effective service recovery systems. Additionally, it discusses the role of service guarantees in enhancing customer satisfaction and mitigating risks associated with service failures.

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