Product companies often try to differentiate themselves by offering services. Many struggle to make money at it.25 This phenomenon is called the ‘Service Paradox’.
Why is it so difficult to make money in the service business?
Select a service firm and look for examples of maintenance-, task-, and personal-interactive services in this service setting.
Does this firm take into account the different natures of these types of interactive service? Use the service triangle to describe how they approach each type of interactive service
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