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Determinants of Service Awareness for Creating Customer Value
An Empirical Investigation on GrameenPhone Bangladesh Ltd.
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This phenomenon has been characterized the service experience and has recently been found to be an important part of consumer evaluation and satisfaction with services. Consumer satisfaction and perceived quality resulting after a service encounter have drawn a lot of attention in marketing research from an operative point of view. Thus, multi-item scales have been developed in order to identify detailed elements that integrate customer's satisfaction judgment. However, these instruments have limitations to know the reasons that explain the evaluation of the service experience. More exactly, marketing research has been mostly focused on the detection of effective aspects of quality and satisfaction. Though, little attention has been devoted to the cognitive organization of the structure of evaluative judgments in the customer's mind. Therefore, customers' decisions depend on the expected capacity of services to provide desired consequences and values.
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