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Kotler, Keller, Brady, Goodman, and Hansen in their book Marketing Management (2009) has argued that “Staff are particularly important in services where, in the absence of clues from tangible products, the customer will form an impression of the company and service through the behaviour and attitude of its staff. Any staff member that customers see or encounter can be classed as a contact person and forms part of the perception of the service.” (p.663). Academic scholars and manageri ...

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