MOMENTS OF TRUTH

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From the customer’s point of view, the most vivid impression of service occurs in the service encounter or “Moment Of Truth,” when the customer interacts with the service firm. This is the foundation to “Satisfaction of Service Quality” – it is where the promises are kept or broken. This concept was put forth by Richard Norman, taking the metaphor from Bull Fighting. Most services are results of social acts, which take place in direct contact between the customer and the service provider. At this stage the Customer realises the perceived service quality.

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