Which of the following statements about customer contact in services marketing is false?
a) Service employees are important in creating satisfied customers.
b) High-contact services are less expensive to deliver because they are typically equipment-based.
c) The main principle of customer contact is that satisfied employees lead to satisfied customers.
d) Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services.
e) Employee training programs are an effective way to ensure good customer contact and reduce problems.
Answer: b
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Marketing Chapter 13
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