| Figure 4. Hierarchy of expectations 18
Expectations that have an impact on customer satisfaction may be affected by past consumer experiences. Thus, consumers who have had bad experiences against any service product in the past will have lower expectations. Advertising activities, word of mouth marketing and recruitment may affect expectations.
Chapter 3. RESULT OF THE EFFECT OF CUSTOMER SATISFACTION AND ACCEPTED VALUE ON CUSTOMER DEPENDENCY ON SERVICE MARKETING: THE IMPLEMENTATION OF THE BANK IN THE FIELD.
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