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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 11. Managing People for Service Advantage

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Explain why service employees are so important to the success of a firm.

Image LO 2 Understand the factors that make the work of frontline staff so demanding and often difficult.

Image LO 3 Describe the cycles of failure, mediocrity, and success in HR for service firms.

LO 4 Understand the key elements of the Service Talent ...

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