Explain the term service encounter, Marketing Management

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Question :

(a) Explain the term service encounter.

(b) With reference to examples of services, discuss the three levels of customer contact services.

(c) One trend in service provision is the development of low-contact services by using technology. However not everyone is comfortable
with this trend.

Discuss the various options provided by a retail bank to its customers.

(d) ‘In high - contact services people play a crucial role in the service provision process.'

What should managers do in order to ensure that their people deliver what is expected from them?

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