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Competitive tourism and hospitality organisations strive to deliver a high level of service quality to their customers. As a Marketing Manager of one of these organisations, you have been asked to determine the level of service quality among your customers. In this context,
a) Show a marketing research instrument that you would use and elaborate on the strengths and weaknesses of the instrument you have selected.
b) Describe service quality and illustrate why it has become an important issue in tourism and hospitality marketing.
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