BASIC MARKETING 18th Edition by Jerome McCarthy William Perreault, Joseph Cannon

Exercise 18

Explain some of the different aspects of the customer experience that could be managed to improve customer satisfaction if you were the marketing manager for: ( a ) an airport branch of a rental car agency, ( b ) a fast-food restaurant, ( c ) an online firm selling software directly to consumers from a Web site, and ( d ) a hardware store selling lawn mowers.