Research plays a crucial role in improving a company's marketing efforts. It helps in objectively evaluating the effectiveness of current marketing strategies. It also aids in understanding customer needs and preferences, which is vital for defining and presenting the services being offered. Furthermore, research can reveal areas of inadequacy in service levels, prompting improvements. Essentially, research is a valuable resource for better marketing.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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