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Keywords: Positioning
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Journal Articles
Journal:
Management Decision
Management Decision (1996) 34 (2): 64–71.
Published: 01 March 1996
..., confidence in a purchase can be provided in offering a clear identity through cues that make tangible the service, such as a sound positioning claim. Evaluation during purchase relies on managing the service encounter by offering user‐friendly scripts and by ensuring that staff offer appropriate advice...
