At a second level competitive Benchmarking can be used. This is probably the most frequently use where comparisons are made with directly competitive organization. Customer participation is necessary because of which it will be easy to achieve in some service environments.
For e.g: As a hotel owner, it is possible to ‘sample’ the service to competitor simply by ‘posing’ the guest.
Often however, this is done in informal manner. A comparative impression gained of the service without examining the different facets in a structured way & attempting to measure them.
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