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\cols2\colno1\colw7160\colsr-0\colno2\colw4280\pard\li773\ri0\sl-280\slmult0 \fs
18\cf0\f0\charscalex100 {Current Resear}\fs18\cf0\f0\charscalex100 {ch Journal o
f Social Sciences 1(2): 16-22, 2009}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0
\f0\charscalex100 {ISSN: 2041-3246}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\
f0\charscalex100 { M }\fs18\cf0\f0\charscalex100 {axwell Scientific Organization,
2009}\par\pard\li773\ri0\sl-240\slmult0 \*\tx3920\fs18\cf0\f0\charscalex100 {Su
bmitte}\fs18\cf0\f0\charscalex100 {d Date: June 28, 2009}\tab \fs18\cf0\f0\chars
calex100 {Accepted Date: J}\fs18\cf0\f0\charscalex100 {uly 27, 2009}\par\column\
pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-333\slmult0 \fs18\
cf0\f0\charscalex100 {Publishe}\fs18\cf0\f0\charscalex100 {d Date: September 07,
2009}\par\pard\sect\sectd\sbknone\pard\li2240\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li2240\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100\b {Critical Service En
counters: Employee\uc1\u8217Xs Viewpoint a Study on}\b0 \par\pard\li3720\ri0\sl280\slmult0 \fs24\cf0\f0\charscalex100\b {Transport}\b0 \fs24\cf0\f0\charscalex1
00\b { Services in Dhaka City}\b0 \par\pard\li2853\ri0\sl-386\slmult0 \fs12\cf0\
f0\charscalex100 {1}\fs20\cf0\f0\charscalex100 {Afs}\fs20\cf0\f0\charscalex100 {
ana Ak htar,}{\super \fs12\up3\cf0\f0\charscalex100 {2}}\fs20\cf0\f0\charscalex1
00 {S.S.M. Sadr}\fs20\cf0\f0\charscalex100 {ul Huda and}{\super \fs12\up3\cf0\f0
\charscalex100 {3}}\fs20\cf0\f0\charscalex100 {Segufta Dilshad}\par\pard\li3733\
ri0\sl-253\slmult0 \fs12\cf0\f0\charscalex100 {1}\fs20\cf0\f0\charscalex100 {Sch
}\fs20\cf0\f0\charscalex100 {ool o f Bu siness, BR AC Un iversity}\par\pard\li
1826\ri0\sl-253\slmult0 \fs12\cf0\f0\charscalex100 {2}\fs20\cf0\f0\charscalex100
{Bu }\fs20\cf0\f0\charscalex100 {siness Ad min istration , East W est U nive rs
ity, 43 M oha kha li C/A , Dh aka 121 2,}\par\pard\li3080\ri0\sl-253\slmult0 \fs
12\cf0\f0\charscalex100 {3}\fs20\cf0\f0\charscalex100 {Ce}\fs20\cf0\f0\charscale
x100 {nter fo r Policy R esearch an d So cial Respo nsibility}\par\pard\li1133\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-253\slmult0 \fs18\cf0\f0\char
scalex100\b {Abs }\b0 \fs18\cf0\f0\charscalex100\b {tract:}\b0 \fs18\cf0\f0\char
scalex100 { The}\fs18\cf0\f0\charscalex100 { purpose of}\fs18\cf0\f0\charscalex1
00 { the st}\fs18\cf0\f0\charscalex100 {udy is to evaluate critical service enco
unter or the critical moment of truth and}\par\pard\li1133\ri0\sl-226\slmult0 \f

s16\cf0\f0\charscalex100 {the}\fs16\cf0\f0\charscalex100 { custo }\fs16\cf0\f0\c

harscalex100 {mer b ehav ior in the case of bus service s in}\fs16\cf0\f0\chars
calex100 { Dhaka City,}\fs16\cf0\f0\charscalex100 { Bangladesh. }\fs16\cf0\f0\ch
arscalex100 {The scope of the study is the}\par\pard\li1133\ri0\sl-226\slmult0 \
fs16\cf0\f0\charscalex100 {front}\fs16\cf0\f0\charscalex100 {line}\fs16\cf0\f0\c
harscalex100 { employees of different t}\fs16\cf0\f0\charscalex100 {ransport (bu
s)}\fs16\cf0\f0\charscalex100 { servic}\fs16\cf0\f0\charscalex100 {e industries}
\fs16\cf0\f0\charscalex100 { of Dhaka City.}\fs16\cf0\f0\charscalex100 { Data we
re collected using the}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\cf0\f0\charscal
ex100 {crit}\fs16\cf0\f0\charscalex100 {ical}\fs16\cf0\f0\charscalex100 { inci}\
fs16\cf0\f0\charscalex100 {dent technique}\fs16\cf0\f0\charscalex100 { (CIT),}\f
s16\cf0\f0\charscalex100 { through}\fs16\cf0\f0\charscalex100 { str}\fs16\cf0\f0
\charscalex100 {uctured, open-ended questionnaires. The results were then conten
t}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0
\charscalex100 {nalyzed}\fs18\cf0\f0\charscalex100 { to examine }\fs18\cf0\f0\ch
arscalex100 {employee\uc1\u8217Xs perspective of critical service encounters of
bus service. The r}\fs18\cf0\f0\charscalex100 {es}\fs18\cf0\f0\charscalex100 {ea
rch wa}\fs18\cf0\f0\charscalex100 {s}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\c
f0\f0\charscalex100 {conducted}\fs16\cf0\f0\charscalex100 { over 50}\fs16\cf0\f0
\charscalex100 { sample uni}\fs16\cf0\f0\charscalex100 {ts (employees of differe
nt}\fs16\cf0\f0\charscalex100 { bus servi}\fs16\cf0\f0\charscalex100 {ce provide
r) using the convenience sampling}\par\pard\li1133\ri0\sl-240\slmult0 \fs18\cf0\
f0\charscalex100 {techn}\fs18\cf0\f0\charscalex100 {ique.}\fs18\cf0\f0\charscale
x100 { Finall}\fs18\cf0\f0\charscalex100 {y, the qualitative data was put into q
uantitative analyses. The most notable finding o}\fs18\cf0\f0\charscalex100 {f t
hi}\fs18\cf0\f0\charscalex100 {s}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {resear}\fs18\cf0\f0\charscalex100 {ch}\fs18\cf0\f0\charscalex10
0 { is that pro }\fs18\cf0\f0\charscalex100 {blem atic}\fs18\cf0\f0\charscalex10
0 { custo }\fs18\cf0\f0\charscalex100 {mers are the root ca use fo r mas s diss
a tisfaction . The n em ploye e resp onse to}\par\pard\li1133\ri0\sl-226\slmult
0 \fs16\cf0\f0\charscalex100 {service delivery }\fs16\cf0\f0\charscalex100 { sys
tem failures,}\fs16\cf0\f0\charscalex100 { employee res}\fs16\cf0\f0\charscalex1
00 {ponse to customer needs and requests and finally, unprompted}\par\pard\li113
3\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {and}\fs16\cf0\f0\charscalex100
{ unso}\fs16\cf0\f0\charscalex100 {lici}\fs16\cf0\f0\charscalex100 {ted em}\fs16
\cf0\f0\charscalex100 {ployee act}\fs16\cf0\f0\charscalex100 {ions are respectiv
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1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {bus}\fs18\cf0\f0\charscalex1
00 { service }\fs18\cf0\f0\charscalex100 { in Ba nglad esh. In conc lusion , it
can be conc lu}\fs18\cf0\f0\charscalex100 {ded }\fs18\cf0\f0\charscalex100 {th
at bo }\fs18\cf0\f0\charscalex100 {th the b ehav ior of the problema tic}\par\p
ard\li1133\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {custom }\fs16\cf0\f0\c
harscalex100 {ers}\fs16\cf0\f0\charscalex100 { as well a}\fs16\cf0\f0\charscalex
100 {s employee response to customer needs and requests are the pr}\fs16\cf0\f0\
charscalex100 {imary }\fs16\cf0\f0\charscalex100 { chall}\fs16\cf0\f0\charscalex
100 {enges for}\fs16\cf0\f0\charscalex100 { the}\par\pard\li1133\ri0\sl-226\slmu
lt0 \fs18\cf0\f0\charscalex100 {transp }\fs18\cf0\f0\charscalex100 {ort (bus ) i
ndus try and these is sues need to be addressed carefu lly.}\par\pard\li1133
\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-240\slmult0 \fs18\cf0\f0\ch
arscalex100\b {Keyw }\b0 \fs18\cf0\f0\charscalex100\b {ords:}\b0 \fs18\cf0\f0\ch
arscalex100 { Criti}\fs18\cf0\f0\charscalex100 {cal service encounter, customer
behavior, bus service}\par\pard\sect\sectd\sbknone\cols2\colno1\colw5640\colsr-0
\colno2\colw5800\pard\li2226\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2226\ri0\sl
-253\slmult0 \fs18\cf0\f0\charscalex100\b {INT}\b0 \fs18\cf0\f0\charscalex100\b
{RODUCTION}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0
\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {Qu }\fs18\cf0\f0\charscalex100 {alit
y}\fs18\cf0\f0\charscalex100 { mov}\fs18\cf0\f0\charscalex100 {ement has swe}\fs
18\cf0\f0\charscalex100 {p}\fs18\cf0\f0\charscalex100 {t the}\fs18\cf0\f0\charsc
alex100 { manufacturing}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscal
ex100 {sector}\fs16\cf0\f0\charscalex100 { over the}\fs16\cf0\f0\charscalex100 {

last decade }\fs16\cf0\f0\charscalex100 {is }\fs16\cf0\f0\charscalex100 {beg}\f

s16\cf0\f0\charscalex100 {inning to take shap e in}\par\pard\li773\ri0\sl-226\s
lmult0 \fs16\cf0\f0\charscalex100 {the}\fs16\cf0\f0\charscalex100 { service sect
or worldwide (Business W }\fs16\cf0\f0\charscalex100 {eek}\fs16\cf0\f0\charscale
x100 { 1991;}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {Cros
by}\fs16\cf0\f0\charscalex100 { 1991, Bit}\fs16\cf0\f0\charscalex100 {ner et.al,
1994). According to some, the}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\c
harscalex100 {shift}\fs16\cf0\f0\charscalex100 { to a qu }\fs16\cf0\f0\charscale
x100 {ali}\fs16\cf0\f0\charscalex100 {ty }\fs16\cf0\f0\charscalex100 {focus i}\f
s16\cf0\f0\charscalex100 {s essential to the competitive}\par\pard\li773\ri0\sl240\slmult0 \fs16\cf0\f0\charscalex100 {surviva}\fs16\cf0\f0\charscalex100 {l}\f
s16\cf0\f0\charscalex100 { of}\fs16\cf0\f0\charscalex100 { service business, jus
t as it has become}\par\pard\li773\ri0\sl-226\slmult0 \*\tx1946\*\tx3253\*\tx409
3\*\tx4413\*\tx4826\fs18\cf0\f0\charscalex100 {essenti}\fs18\cf0\f0\charscalex10
0 {al}\fs18\cf0\f0\charscalex100 { in}\tab \fs18\cf0\f0\charscalex100 {manufac}\
fs18\cf0\f0\charscalex100 {turi}\fs18\cf0\f0\charscalex100 {ng}\tab \fs18\cf0\f0
\charscalex100 {(H }\fs18\cf0\f0\charscalex100 {eske tt}\tab \fs18\cf0\f0\charsc
alex100\i {et}\i0 \tab \fs18\cf0\f0\charscalex100\i {al}\i0 \fs18\cf0\f0\charsca
lex100 {.,}\tab \fs18\cf0\f0\charscalex100 {1994;}\par\pard\li773\ri0\sl-226\slm
ult0 \fs18\cf0\f0\charscalex100 {Schlesing }\fs18\cf0\f0\charscalex100 {er and H
eskett 1991 , Bitner}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\ch
arscalex100 {., 1994 }\fs18\cf0\f0\charscalex100 {).}\par\pard\li1133\ri0\sl-226
\slmult0 \fs18\cf0\f0\charscalex100 {Service}\fs18\cf0\f0\charscalex100 { quali}
\fs18\cf0\f0\charscalex100 {ty researchers have suggested}\fs18\cf0\f0\charscale
x100 { that}\fs18\cf0\f0\charscalex100 { \uc1\u8220Xthe}\par\pard\li773\ri0\sl-2
26\slmult0 \fs18\cf0\f0\charscalex100 {proof}\fs18\cf0\f0\charscalex100 { of ser
}\fs18\cf0\f0\charscalex100 {vice [qua}\fs18\cf0\f0\charscalex100 {lit}\fs18\cf0
\f0\charscalex100 {y]}\fs18\cf0\f0\charscalex100 { is i}\fs18\cf0\f0\charscalex1
00 {n its flawless performance\uc1\u8221X}\par\pard\li773\ri0\sl-226\slmult0 \fs
18\cf0\f0\charscalex100 {(Ber}\fs18\cf0\f0\charscalex100 {ry}\fs18\cf0\f0\charsc
alex100 { and }\fs18\cf0\f0\charscalex100 {Parasura}\fs18\cf0\f0\charscalex100 {
man 1991), a concept akin to the}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0
\charscalex100 {notion}\fs18\cf0\f0\charscalex100 { of}\fs18\cf0\f0\charscalex10
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lex100 {hers }\fs18\cf0\f0\charscalex100 {have}\par\pard\li773\ri0\sl-226\slmult
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f0\charscalex100 { \uc1\u8220Xbreakthrough\uc1\u8221X service managers pursue th
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f0\charscalex100 { of 100% defect-}\fs18\cf0\f0\charscalex100 {free servi}\fs18\
cf0\f0\charscalex100 {ce }\fs18\cf0\f0\charscalex100 {(Hesk }\fs18\cf0\f0\charsc
alex100 {ett and Sasse r,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charsc
alex100 {1994;}\fs18\cf0\f0\charscalex100 { Bitner 1999). Customers consider tha
t t}\fs18\cf0\f0\charscalex100 {he most}\par\pard\li773\ri0\sl-226\slmult0 \fs18
\cf0\f0\charscalex100 {imm }\fs18\cf0\f0\charscalex100 {ediate }\fs18\cf0\f0\cha
rscalex100 { evidence of}\fs18\cf0\f0\charscalex100 { service occurs in the serv
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6\cf0\f0\charscalex100 {men}\fs16\cf0\f0\charscalex100 {t of t}\fs16\cf0\f0\char
scalex100 {ruth \uc1\u8217Xwhen the customer}\par\pard\li773\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {interac }\fs18\cf0\f0\charscalex100 {ts}\fs18\cf0\f0
\charscalex100 { wit}\fs18\cf0\f0\charscalex100 {h the firm.}\fs18\cf0\f0\charsc
alex100 { Thu }\fs18\cf0\f0\charscalex100 {s, \uc1\u8216Xzero defec ts\uc1\u8217
X in}\fs18\cf0\f0\charscalex100 { the ser}\fs18\cf0\f0\charscalex100 {vice}\par\
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alex100 { the most }\fs18\cf0\f0\charscalex100 {expected goal to achieve a}\fs18
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{perf}\fs18\cf0\f0\charscalex100 {o}\fs18\cf0\f0\charscalex100 {rmance}\fs18\cf0
\f0\charscalex100 { in service encounters. }\fs18\cf0\f0\charscalex100 {Here, fl
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16\cf0\f0\charscalex100 {mance}\fs16\cf0\f0\charscalex100 { is not m }\fs16\cf0\

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par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {include}\fs16\cf0\
f0\charscalex100 {s}\fs16\cf0\f0\charscalex100 { the cost}\fs16\cf0\f0\charscale
x100 {s associated with redoing the service, or}\par\pard\li773\ri0\sl-226\slmul
t0 \fs18\cf0\f0\charscalex100 {com}\fs18\cf0\f0\charscalex100 {pensati}\fs18\cf0
\f0\charscalex100 {on}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {
fo}\fs18\cf0\f0\charscalex100 {r the poor}\fs18\cf0\f0\charscalex100 { service,
lost customer, negative}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscal
ex100 {word of mouth.}\par\column\pard\li360\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li360\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {In}\fs18\cf0\f0\charscal
ex100 { Dhaka City,}\fs18\cf0\f0\charscalex100 { Ban }\fs18\cf0\f0\charscalex100
{glade sh the town serv ices as well}\par\pard\li0\ri0\sl-226\slmult0 \fs18\c
f0\f0\charscalex100 {as}\fs18\cf0\f0\charscalex100 { inter-city bus transport}\f
s18\cf0\f0\charscalex100 { signi}\fs18\cf0\f0\charscalex100 {ficantly improved}\
fs18\cf0\f0\charscalex100 { through}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f
0\charscalex100 {in}\fs18\cf0\f0\charscalex100 {troduc}\fs18\cf0\f0\charscalex10
0 {tion}\fs18\cf0\f0\charscalex100 { of many lar}\fs18\cf0\f0\charscalex100 {ge
bodied modern buses. The}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscale
x100 {roads}\fs18\cf0\f0\charscalex100 { and high }\fs18\cf0\f0\charscalex100 {w
ay s were u pgra}\fs18\cf0\f0\charscalex100 {d}\fs18\cf0\f0\charscalex100 {ed by
renovat}\fs18\cf0\f0\charscalex100 {ion and}\par\pard\li0\ri0\sl-226\slmult0 \f
s18\cf0\f0\charscalex100 {extensi}\fs18\cf0\f0\charscalex100 {on.}\fs18\cf0\f0\c
harscalex100 { The }\fs18\cf0\f0\charscalex100 { dif}\fs18\cf0\f0\charscalex100
{f}\fs18\cf0\f0\charscalex100 {erent }\fs18\cf0\f0\charscalex100 {types of regis
tered vehicles}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {play
ing}\fs18\cf0\f0\charscalex100 { in t}\fs18\cf0\f0\charscalex100 {he roads of th
e}\fs18\cf0\f0\charscalex100 { cou}\fs18\cf0\f0\charscalex100 {ntry i}\fs18\cf0\
f0\charscalex100 {n 1997 included}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\
charscalex100 {24,882 }\fs18\cf0\f0\charscalex100 { buses an d minibu ses (Ban g
lapedia, 20 06).}\par\pard\li360\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {
BRTC,}\fs18\cf0\f0\charscalex100 { the gover}\fs18\cf0\f0\charscalex100 {nment o
rganization responsible for}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charsc
alex100 {pub }\fs18\cf0\f0\charscalex100 {lic}\fs18\cf0\f0\charscalex100 { trans
}\fs18\cf0\f0\charscalex100 {portation had been a losing }\fs18\cf0\f0\charscale
x100 {con}\fs18\cf0\f0\charscalex100 {cern u }\fs18\cf0\f0\charscalex100 {ntil}\
par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {2000.}\fs18\cf0\f0\c
harscalex100 { It had }\fs18\cf0\f0\charscalex100 {a flee}\fs18\cf0\f0\charscale
x100 {t of 2}\fs18\cf0\f0\charscalex100 {73 v}\fs18\cf0\f0\charscalex100 {ehicle
s to pro vide d aily}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex10
0 {tra}\fs18\cf0\f0\charscalex100 {nsporta}\fs18\cf0\f0\charscalex100 {tion}\fs1
8\cf0\f0\charscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce to 84,000 passenge
rs. In 200}\fs18\cf0\f0\charscalex100 {1}\fs18\cf0\f0\charscalex100 {,}\par\pard
\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {B}\fs18\cf0\f0\charscalex100
{RTC 's}\fs18\cf0\f0\charscalex100 { 561}\fs18\cf0\f0\charscalex100 { buses inc
luding a good numb}\fs18\cf0\f0\charscalex100 {er o}\fs18\cf0\f0\charscalex100 {
f double-}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {deckers }
\fs18\cf0\f0\charscalex100 { carried 300,000 pass}\fs18\cf0\f0\charscalex100 {e}
\fs18\cf0\f0\charscalex100 {ngers dai}\fs18\cf0\f0\charscalex100 {ly and the}\pa

r\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {operati}\fs18\cf0\f0\c

harscalex100 {ng}\fs18\cf0\f0\charscalex100 { profi}\fs18\cf0\f0\charscalex100 {
t in the year was Tk 167.01 million}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {(Banglapedi}\fs18\cf0\f0\charscalex100 {a,}\fs18\cf0\f0\charsca
lex100 { 2006).}\fs18\cf0\f0\charscalex100 { The}\fs18\cf0\f0\charscalex100 { nu
mber of BRTC's cit}\fs18\cf0\f0\charscalex100 {y service}\par\pard\li0\ri0\sl-22
6\slmult0 \fs18\cf0\f0\charscalex100 {bus}\fs18\cf0\f0\charscalex100 {es}\fs18\c
f0\f0\charscalex100 { and int}\fs18\cf0\f0\charscalex100 {er district luxury coa
ch service and}\fs18\cf0\f0\charscalex100 { tow}\fs18\cf0\f0\charscalex100 {n}\p
ar\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\ch
arscalex100 {ce}\fs18\cf0\f0\charscalex100 { in priva }\fs18\cf0\f0\charscalex10
0 {te secto }\fs18\cf0\f0\charscalex100 {r ha}\fs18\cf0\f0\charscalex100 {ve sig
ni}\fs18\cf0\f0\charscalex100 {ficantly increased}\par\pard\li0\ri0\sl-226\slmul
t0 \fs18\cf0\f0\charscalex100 {foll}\fs18\cf0\f0\charscalex100 {owing}\fs18\cf0\
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renovat}\fs18\cf0\f0\charscalex100 {ion and expansion of roads and}\par\pard\li
0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {highways.}\fs18\cf0\f0\charscal
ex100 { Bangladesh cat}\fs18\cf0\f0\charscalex100 {ering}\fs18\cf0\f0\charscale
x100 { }\fs18\cf0\f0\charscalex100 {the tran }\fs18\cf0\f0\charscalex100 {sport
se rvices to}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {more
}\fs18\cf0\f0\charscalex100 { than }\fs18\cf0\f0\charscalex100 {14 m }\fs18\cf0\
f0\charscalex100 {il}\fs18\cf0\f0\charscalex100 {lion pe}\fs18\cf0\f0\charscalex
100 {ople, faces numerous and}\par\pard\li0\ri0\sl-226\slmult0 \*\tx2800\*\tx373
3\fs18\cf0\f0\charscalex100 {signi}\fs18\cf0\f0\charscalex100 {ficant}\fs18\cf0\
f0\charscalex100 { challenges.}\fs18\cf0\f0\charscalex100 { The}\tab \fs18\cf0\f
0\charscalex100 {complex}\tab \fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\chars
calex100 { th}\fs18\cf0\f0\charscalex100 {e}\par\pard\li0\ri0\sl-226\slmult0 \fs
18\cf0\f0\charscalex100 {heteroge}\fs18\cf0\f0\charscalex100 {neous}\fs18\cf0\f0
\charscalex100 { services of the transp }\fs18\cf0\f0\charscalex100 {ort industr
y are}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {large}\fs18\c
f0\f0\charscalex100 {ly}\fs18\cf0\f0\charscalex100 { dominated by t}\fs18\cf0\f0
\charscalex100 {he behavior of the employee }\fs18\cf0\f0\charscalex100 {i}\fs18
\cf0\f0\charscalex100 {n}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscale
x100 {handling}\fs18\cf0\f0\charscalex100 { a cri}\fs18\cf0\f0\charscalex100 {ti
cal situation. The factor}\fs18\cf0\f0\charscalex100 {s als}\fs18\cf0\f0\charsca
lex100 {o con }\fs18\cf0\f0\charscalex100 {tribute}\par\pard\li0\ri0\sl-226\slmu
lt0 \fs18\cf0\f0\charscalex100 {eno}\fs18\cf0\f0\charscalex100 {rmously}\fs18\cf
0\f0\charscalex100 { to t}\fs18\cf0\f0\charscalex100 {he}\fs18\cf0\f0\charscalex
100 { behavior}\fs18\cf0\f0\charscalex100 { of}\fs18\cf0\f0\charscalex100 { the
cust}\fs18\cf0\f0\charscalex100 {omers as well, and}\par\pard\li0\ri0\sl-226\slm
ult0 \fs18\cf0\f0\charscalex100 {the situa }\fs18\cf0\f0\charscalex100 {tion tha
t by ac counts is de teriorating
rapidly.}\par\pard\li360\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {Although}\fs18\cf0\f0\charscalex100 { more fi}\fs18
\cf0\f0\charscalex100 {rms are realizing the importance of}\par\pard\li0\ri0\sl226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs
18\cf0\f0\charscalex100 { quality }\fs18\cf0\f0\charscalex100 { and c ustom er s
atisfa ction, it}\fs18\cf0\f0\charscalex100 { is}\fs18\cf0\f0\charscalex100 { no
t al}\fs18\cf0\f0\charscalex100 {ways}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0
\f0\charscalex100 {clear}\fs18\cf0\f0\charscalex100 { how to achieve thi
s }\fs18\cf0\f0\charscalex100 { goal (Bitner}{ }\fs18\cf0\f0\charscalex100\i {e
t al}\i0 \fs18\cf0\f0\charscalex100 {.,}\fs18\cf0\f0\charscalex100 { 1994).}\par
\pard\sect\sectd\sbknone\pard\li773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li773\
ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100\b {Correspon}\b0 \fs18\cf0\f0\char
scalex100\b {ding Author:}\b0 \fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charsc
alex100 {S.S.M. Sadrul Huda, Business Administration, East West University, 43 M
ohakhali C/A, Dhaka}\par\pard\li2760\ri0\sl-200\slmult0 \fs18\cf0\f0\charscalex1
00 {1212, Bangladesh}\par\pard\li5360\ri0\sl-200\slmult0 \fs18\cf0\f0\charscalex
100 {16}\par\pard\sect\sectd\sbknone\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn1
5840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li3826\ri0\sl-280\slmu
lt0 \fs18\cf0\f0\charscalex100\i {Curr. Res. }\i0 \fs18\cf0\f0\charscalex100\i {

J. Soc. Sci., 1(2): 16-22, 2009}\i0 \par\pard\sect\sectd\sbknone\pgwsxn12240\pgh

sxn15840\marglsxn666\margrsxn133\cols3\colno1\colw5360\colsr-0\colno2\colw280\co
lsr-0\colno3\colw5800\pard\li773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li773\ri0
\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {Situat}\fs18\cf0\f0\charscalex100 {i
ons}\fs18\cf0\f0\charscalex100 { aris}\fs18\cf0\f0\charscalex100 {e in which the
quality of the service may}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\char
scalex100 {low}\fs16\cf0\f0\charscalex100 { and th }\fs16\cf0\f0\charscalex100 {
e prob lem is re cognized both}\fs16\cf0\f0\charscalex100 { the cust}\fs16\cf0\
f0\charscalex100 {omer}\fs16\cf0\f0\charscalex100 { and}\par\pard\li773\ri0\sl-2
26\slmult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { employee
but }\fs18\cf0\f0\charscalex100 {there may be}\fs18\cf0\f0\charscalex100 { }\f
s18\cf0\f0\charscalex100 {disagr}\fs18\cf0\f0\charscalex100 {eement on the}\par\
pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {cau}\fs18\cf0\f0\chars
calex100 {ses}\fs18\cf0\f0\charscalex100 { of the p }\fs18\cf0\f0\charscalex100
{roblem and th e app ropriate solution s. }\fs18\cf0\f0\charscalex100 {I}\fs18
\cf0\f0\charscalex100 {n}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charsca
lex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { encoun
ter}\fs18\cf0\f0\charscalex100 {s suc}\fs18\cf0\f0\charscalex100 {h }\fs18\cf0\f
0\charscalex100 {disagreements, sure to di}\fs18\cf0\f0\charscalex100 {minish}\p
ar\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {customer}\fs18\cf0\
f0\charscalex100 { satisf}\fs18\cf0\f0\charscalex100 {acti}\fs18\cf0\f0\charscal
ex100 {on. T }\fs18\cf0\f0\charscalex100 {he tran sport in dustry shou ld}\par\
pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {underst}\fs18\cf0\f0\c
harscalex100 {and}\fs18\cf0\f0\charscalex100 { the }\fs18\cf0\f0\charscalex100 {
enco}\fs18\cf0\f0\charscalex100 {unter from multipl}\fs18\cf0\f0\charscalex100 {
e perspectives, so}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100
{that}\fs18\cf0\f0\charscalex100 { they ar}\fs18\cf0\f0\charscalex100 {e able t
o design }\fs18\cf0\f0\charscalex100 {proce}\fs18\cf0\f0\charscalex100 {sses a }
\fs18\cf0\f0\charscalex100 {nd ed ucate their}\par\pard\li773\ri0\sl-226\slmult
0 \fs18\cf0\f0\charscalex100 {employees to achieve quality is ser}\fs18\cf0\f0\c
harscalex100 {vice encounters.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\
charscalex100 {The}\fs18\cf0\f0\charscalex100 { lit}\fs18\cf0\f0\charscalex100 {
erature shows that previous research in }\fs18\cf0\f0\charscalex100 {t}\fs18\cf0
\f0\charscalex100 {he}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex
100 {context}\fs16\cf0\f0\charscalex100 { of the }\fs16\cf0\f0\charscalex100 {re
staurant, hotel and airline industries}\par\pard\li773\ri0\sl-226\slmult0 \fs18\
cf0\f0\charscalex100 {identi}\fs18\cf0\f0\charscalex100 {fied}\fs18\cf0\f0\chars
calex100 { categor}\fs18\cf0\f0\charscalex100 {ies}\fs18\cf0\f0\charscalex100 {
of event}\fs18\cf0\f0\charscalex100 {s and behaviors that}\fs18\cf0\f0\charscale
x100 { und}\fs18\cf0\f0\charscalex100 {erlie}\par\pard\li773\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {crit}\fs18\cf0\f0\charscalex100 {ical}\fs18\cf0\f0\c
harscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce encou}\fs18\cf0\f0\charscale
x100 {nters}\fs18\cf0\f0\charscalex100 { from the}\fs18\cf0\f0\charscalex100 { c
ustomer\uc1\u8217Xs point of}\par\pard\li773\ri0\sl-226\slmult0 \*\tx1853\fs16\c
f0\f0\charscalex100 {view}\fs16\cf0\f0\charscalex100 { (Bitner}\tab \fs16\cf0\f0
\charscalex100\i {et al}\i0 \fs16\cf0\f0\charscalex100 {., 1990)}\fs16\cf0\f0\ch
arscalex100 { and e }\fs16\cf0\f0\charscalex100 {mplo yee\uc1\u8217Xs point a s
we ll}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Bitner}\fs
18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\
charscalex100 {., }\fs18\cf0\f0\charscalex100 {1994). But i}\fs18\cf0\f0\charsca
lex100 {n Bangladesh none took place}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf
0\f0\charscalex100 {regardi}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscal
ex100 { the critical service encou }\fs18\cf0\f0\charscalex100 {nter of the tra}
\fs18\cf0\f0\charscalex100 {n}\fs18\cf0\f0\charscalex100 {sport}\par\pard\li773\
ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {services.}\fs18\cf0\f0\charscalex
100 { The primary }\fs18\cf0\f0\charscalex100 {purpose of}\fs18\cf0\f0\charscale
x100 { this}\fs18\cf0\f0\charscalex100 { study}\fs18\cf0\f0\charscalex100 { is t
}\fs18\cf0\f0\charscalex100 {o examine}\par\pard\li773\ri0\sl-226\slmult0 \fs18\
cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { contact em }\fs18\cf0\f0\
charscalex100 {ployee\uc1\u8217Xs pe rspective of critical serv}\fs18\cf0\f0\cha

rscalex100 {ic}\fs18\cf0\f0\charscalex100 {e}\par\pard\li773\ri0\sl-226\slmult0

\fs16\cf0\f0\charscalex100 {encou }\fs16\cf0\f0\charscalex100 {nters}\fs16\cf0\f
0\charscalex100 { and to under}\fs16\cf0\f0\charscalex100 {stand, in the context
of the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {t}\fs18\c
f0\f0\charscalex100 {ransp}\fs18\cf0\f0\charscalex100 {ort}\fs18\cf0\f0\charscal
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}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {behav }\fs18\cf0
\f0\charscalex100 {iors}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscale
x100 { employees believe underlie customer}\par\pard\li773\ri0\sl-226\slmult0 \f
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calex100 {isfaction.}\fs18\cf0\f0\charscalex100 { The scope of the study is the
bus }\fs18\cf0\f0\charscalex100 {servic }\fs18\cf0\f0\charscalex100 {e}\par\pard
\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {provider}\fs18\cf0\f0\char
scalex100 { of Dhaka City.}\par\pard\li1266\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li1266\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {THE BACKGROUND OF T}\b
0 \fs18\cf0\f0\charscalex100\b {HE STUDY:}\b0 \par\pard\li1253\ri0\sl-226\slmult
0 \fs18\cf0\f0\charscalex100\b {CONTACT EMPLOYEE VIEW }\b0 \fs18\cf0\f0\charscal
ex100\b {POINTS}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li113
3\ri0\sl-240\slmult0 \*\tx3000\*\tx3413\*\tx3680\*\tx4413\*\tx5106\fs18\cf0\f0\c
harscalex100 {Frontl}\fs18\cf0\f0\charscalex100 {ine}\fs18\cf0\f0\charscalex100
{ per}\fs18\cf0\f0\charscalex100 {sonn}\fs18\cf0\f0\charscalex100 {el}\tab \fs18
\cf0\f0\charscalex100 {ar}\fs18\cf0\f0\charscalex100 {e}\tab \fs18\cf0\f0\charsc
alex100 {a}\tab \fs18\cf0\f0\charscalex100 {critical}\tab \fs18\cf0\f0\charscale
x100 {source}\tab \fs18\cf0\f0\charscalex100 {of}\par\pard\li773\ri0\sl-226\slmu
lt0 \fs16\cf0\f0\charscalex100 {infor}\fs16\cf0\f0\charscalex100 {mation}\fs16\c
f0\f0\charscalex100 { ab}\fs16\cf0\f0\charscalex100 {out customers. There are ba
sically two}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {way}\
fs16\cf0\f0\charscalex100 {s}\fs16\cf0\f0\charscalex100 { tha}\fs16\cf0\f0\chars
calex100 {t cust}\fs16\cf0\f0\charscalex100 {omer knowledge obtained by contact}
\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {employees}\fs18\c
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ly, such knowledge}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100
{is}\fs18\cf0\f0\charscalex100 { used by the c}\fs18\cf0\f0\charscalex100 {onta
ct employ}\fs18\cf0\f0\charscalex100 {ee}\fs18\cf0\f0\charscalex100 { them }\fs1
8\cf0\f0\charscalex100 {selve s to facilitate}\par\pard\li773\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {their}\fs18\cf0\f0\charscalex100 { interac}\fs18\cf
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\charscalex100 {mers and s econ dly, it is}\fs18\cf0\f0\charscalex100 { used}\p
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0\f0\charscalex100 { Schneider}\fs18\cf0\f0\charscalex100 { (1980) argues that p
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18\cf0\f0\charscalex100 {vice. To the extent}\fs18\cf0\f0\charscalex100 { that t
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0 {omers. The more accurate }\fs18\cf0\f0\charscalex100 {thei}\fs18\cf0\f0\chars
calex100 {r}\par\pard\li773\ri0\sl-226\slmult0 \*\tx2720\*\tx3293\fs18\cf0\f0\ch
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tab \fs18\cf0\f0\charscalex100 {likely their beha}\fs18\cf0\f0\charscalex100 {vi
or}\fs18\cf0\f0\charscalex100 {al}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {adjust}\fs18\cf0\f0\charscalex100 {ments are to improve custome
r satisfaction.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {
Second,}\fs18\cf0\f0\charscalex100 { because cont}\fs18\cf0\f0\charscalex100 {ac
t personnel have f}\fs18\cf0\f0\charscalex100 {requ}\fs18\cf0\f0\charscalex100 {
ent}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {contact}\fs18
\cf0\f0\charscalex100 { with cust}\fs18\cf0\f0\charscalex100 {omers, they serve
a boundary spann}\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {ng}\p
ar\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {role}\fs18\cf0\f0\c
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arscalex100 { fir}\fs18\cf0\f0\charscalex100 {m. Researchers have theorized}\fs1
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0 {idence that open communication betwe}\fs18\cf0\f0\charscalex100 {en}\fs18\cf0
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ex100 {front}\fs18\cf0\f0\charscalex100 {line}\fs18\cf0\f0\charscalex100 { perso
nnel and managers is }\fs18\cf0\f0\charscalex100 {imp}\fs18\cf0\f0\charscalex100
{ortant}\fs18\cf0\f0\charscalex100 { for}\par\pard\li773\ri0\sl-226\slmult0 \*\
tx4200\fs16\cf0\f0\charscalex100 {achievi}\fs16\cf0\f0\charscalex100 {ng}\fs16\c
f0\f0\charscalex100 { service }\fs16\cf0\f0\charscalex100 { quality }\fs16\cf0\f
0\charscalex100 { (Pa}\fs16\cf0\f0\charscalex100 {rasura}\fs16\cf0\f0\charscalex
100 {man}\tab \fs16\cf0\f0\charscalex100\i {et al}\i0 \fs16\cf0\f0\charscalex100
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calex100\i {et a}\i0 \fs18\cf0\f0\charscalex100\i {l}\i0 \fs18\cf0\f0\charscalex
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x100 {rgued}\fs18\cf0\f0\charscalex100 { th}\fs18\cf0\f0\charscalex100 {at the f
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tegic }\fs18\cf0\f0\charscalex100 { plann }\fs18\cf0\f0\charscalex100 {ing, espe
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development}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {and}
\fs18\cf0\f0\charscalex100 { in service m odifica tions.}\par\pard\li1133\ri0\sl
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calex100 { the Bitner, Bo }\fs18\cf0\f0\charscalex100 {oms an d M ohr (1994 ),}\
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t0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-2
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sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0
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\f0\charscalex100 {17}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li0\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {both}\fs18\cf0\f0\charscalex
100 { the employee and firm to adjust}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f
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\charscalex100 { (1985)}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex
100 {a}\fs18\cf0\f0\charscalex100 {nd}\fs18\cf0\f0\charscalex100 { Schne }\fs18\
cf0\f0\charscalex100 {ider}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\
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8\cf0\f0\charscalex100 {specti}\fs18\cf0\f0\charscalex100 {vely) between employe
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ex100 {banking}\fs18\cf0\f0\charscalex100 { sector}\fs18\cf0\f0\charscalex100 {.
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rscalex100 { of}\fs18\cf0\f0\charscalex100 { 1300 customers and 900 custome}\fs1
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fs18\cf0\f0\charscalex100 {ssionals}\fs18\cf0\f0\charscalex100 { condu}\fs18\cf0

\f0\charscalex100 {cte}\fs18\cf0\f0\charscalex100 {d by Development Dimensions}\
par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Inter}\fs18\cf0\f0\c
harscalex100 {nationa}\fs18\cf0\f0\charscalex100 {l}\fs18\cf0\f0\charscalex100 {
found dif}\fs18\cf0\f0\charscalex100 {ferences in }\fs18\cf0\f0\charscalex100 {
percept}\fs18\cf0\f0\charscalex100 {ions}\fs18\cf0\f0\charscalex100 { }\fs18\cf
0\f0\charscalex100 {between}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscal
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{ervice}\tab \fs18\cf0\f0\charscalex100 {M arketing}\tab \fs18\cf0\f0\charscale
x100 {N ewsletter}\tab \fs18\cf0\f0\charscalex100 {198 9).}\par\pard\li0\ri0\sl226\slmult0 \fs18\cf0\f0\charscalex100 {Customer}\fs18\cf0\f0\charscalex100 { se
rvice }\fs18\cf0\f0\charscalex100 { profes siona ls in}\fs18\cf0\f0\charscalex10
0 { that}\fs18\cf0\f0\charscalex100 { study}\fs18\cf0\f0\charscalex100 { cons }\
fs18\cf0\f0\charscalex100 {istently}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {rated}\fs18\cf0\f0\charscalex100 { the importanc }\fs18\cf0\f0\
charscalex100 {e of p}\fs18\cf0\f0\charscalex100 {arti}\fs18\cf0\f0\charscalex10
0 {cular }\fs18\cf0\f0\charscalex100 {service skills and}\par\pard\li0\ri0\sl-22
6\slmult0 \fs18\cf0\f0\charscalex100 {co}\fs18\cf0\f0\charscalex100 {mpetencies.
}\fs18\cf0\f0\charscalex100 { In the }\fs18\cf0\f0\charscalex100 {same way, Lang
eard }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. (19
}\fs18\cf0\f0\charscalex100 {81}\fs18\cf0\f0\charscalex100 {)}\par\pard\li0\ri0\
sl-226\slmult0 \fs18\cf0\f0\charscalex100 {found}\fs18\cf0\f0\charscalex100 { th
at}\fs18\cf0\f0\charscalex100 { field m}\fs18\cf0\f0\charscalex100 {anager}\fs18
\cf0\f0\charscalex100 {s at tw}\fs18\cf0\f0\charscalex100 {o ban ks ten ded to}\
par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {ove}\fs18\cf0\f0\cha
rscalex100 {restima te}\fs18\cf0\f0\charscalex100 { (compa}\fs18\cf0\f0\charscal
ex100 {red}\fs18\cf0\f0\charscalex100 { with cust}\fs18\cf0\f0\charscalex100 {om
er ratings) the}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {imp
orta}\fs18\cf0\f0\charscalex100 {n}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\c
harscalex100 { }\fs18\cf0\f0\charscalex100 {of six board service deli}\fs18\cf0\
f0\charscalex100 {very dimensions.}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0
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ff}\fs18\cf0\f0\charscalex100 {erences when comparing}\par\pard\li0\ri0\sl-226\s
lmult0 \fs18\cf0\f0\charscalex100 {customer}\fs18\cf0\f0\charscalex100 { and emp
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using}\fs18\cf0\f0\charscalex100 { scenari}\fs18\cf0\f0\charscalex100 {os and ro
le playing in produc}\fs18\cf0\f0\charscalex100 {t fail}\fs18\cf0\f0\charscalex1
00 {ure}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {con}\fs18\c
f0\f0\charscalex100 {texts}\fs18\cf0\f0\charscalex100 { (Folks }\fs18\cf0\f0\cha
rscalex100 {and Kotsos 1986), a complaint context}\par\pard\li0\ri0\sl-226\slmul
t0 \fs18\cf0\f0\charscalex100 {(Re}\fs18\cf0\f0\charscalex100 {snik}\fs18\cf0\f0
\charscalex100 { and Harmon, 1983) and }\fs18\cf0\f0\charscalex100 {th}\fs18\cf0
\f0\charscalex100 {e context}\fs18\cf0\f0\charscalex100 { of retailer}\par\pard\
li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {responses}\fs18\cf0\f0\charsc
alex100 { to cust}\fs18\cf0\f0\charscalex100 {om}\fs18\cf0\f0\charscalex100 {er}
\fs18\cf0\f0\charscalex100 { problems (}\fs18\cf0\f0\charscalex100 {Dornoff and
Dwyer}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {1981).}\fs18\
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qu}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0\charscalex100 { (CIT) has be}\fs18
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s18\cf0\f0\charscalex100 { of the }\fs18\cf0\f0\charscalex100 {Critical Incident

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\fs18\cf0\f0\charscalex100 { gathe }\fs18\cf0\f0\charscalex100 {red in}\par\pard
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}\fs16\cf0\f0\charscalex100 {e}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\cha
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r\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {determi}\fs18\cf0\f0\c
harscalex100 {ne}\fs18\cf0\f0\charscalex100 { which}\fs18\cf0\f0\charscalex100 {
incide }\fs18\cf0\f0\charscalex100 {nts}\fs18\cf0\f0\charscalex100 { re the}\fs
18\cf0\f0\charscalex100 { most relevant to them for}\par\pard\li0\ri0\sl-226\slm
ult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { phenomenon bei
ng}\fs18\cf0\f0\charscalex100 { invest}\fs18\cf0\f0\charscalex100 {igated. In so
doing, the}\fs18\cf0\f0\charscalex100 { CIT}\par\pard\li0\ri0\sl-226\slmult0 \f
s18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { a resear}\fs18\cf0\f0\
charscalex100 {ch method that allows respondents as free a}\par\pard\li0\ri0\sl226\slmult0 \fs18\cf0\f0\charscalex100 {range}\fs18\cf0\f0\charscalex100 { of re
s}\fs18\cf0\f0\charscalex100 {ponse as possible within }\fs18\cf0\f0\charscalex1
00 {an ov}\fs18\cf0\f0\charscalex100 {erall}\fs18\cf0\f0\charscalex100 { researc
h}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {framewor}\fs18\cf
0\f0\charscalex100 {k.}\fs18\cf0\f0\charscalex100 {The}\fs18\cf0\f0\charscalex10
0 { CIT method ref}\fs18\cf0\f0\charscalex100 {lects the normal way}\par\pard\li
0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex10
0 {ce}\fs18\cf0\f0\charscalex100 { customers think (Stauss,}\fs18\cf0\f0\charsca
lex100 { 1993) and does not}\fs18\cf0\f0\charscalex100 { force}\par\pard\li0\ri0
\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {them}\fs18\cf0\f0\charscalex100 { in
to }\fs18\cf0\f0\charscalex100 {an}\fs18\cf0\f0\charscalex100 {y given framework
. During an interview,}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex1
00 {respo }\fs18\cf0\f0\charscalex100 {ndents}\fs18\cf0\f0\charscalex100 { are s
i}\fs18\cf0\f0\charscalex100 {mply aske}\fs18\cf0\f0\charscalex100 {d to}\fs18\c
f0\f0\charscalex100 { recall speci}\fs18\cf0\f0\charscalex100 {fic events;}\par\
pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {they}\fs18\cf0\f0\charsc
alex100 { can use the }\fs18\cf0\f0\charscalex100 {ir }\fs18\cf0\f0\charscalex10
0 {own }\fs18\cf0\f0\charscalex100 { term}\fs18\cf0\f0\charscalex100 {s and lang
uage}\fs18\cf0\f0\charscalex100 { (Stauss and}\par\pard\li0\ri0\sl-226\slmult0 \
fs18\cf0\f0\charscalex100 {W }\fs18\cf0\f0\charscalex100 {einlich,}\fs18\cf0\f0\
charscalex100 { 1997). Se }\fs18\cf0\f0\charscalex100 {cond, this type o f }\fs1
8\cf0\f0\charscalex100 {resear}\fs18\cf0\f0\charscalex100 {ch}\fs18\cf0\f0\chars

calex100 { }\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {s induct}

\fs18\cf0\f0\charscalex100 {ive}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\ch
arscalex100 {in}\fs18\cf0\f0\charscalex100 { nature}\fs18\cf0\f0\charscalex100 {
(Edvardsson,}\fs18\cf0\f0\charscalex100 { 199}\fs18\cf0\f0\charscalex100 {2). C
o nseq uently, this}\fs18\cf0\f0\charscalex100 { method}\par\pard\li0\ri0\sl-226
\slmult0 \fs18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { espe }\fs18
\cf0\f0\charscalex100 {cially us eful }\fs18\cf0\f0\charscalex100 {(}\fs18\cf0\f
0\charscalex100 {a) when the t}\fs18\cf0\f0\charscalex100 {opic being researched
}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {has}\fs18\cf0\f0\c
harscalex100 { been sp }\fs18\cf0\f0\charscalex100 {aringly docu mented (b) as
an exp loratory}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {met
hod}\fs18\cf0\f0\charscalex100 { to }\fs18\cf0\f0\charscalex100 {inc}\fs18\cf0\f
0\charscalex100 {re}\fs18\cf0\f0\charscalex100 {ase knowledge about a little-kno
wn}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {phenom}\fs18\cf0
\f0\charscalex100 {eno}\fs18\cf0\f0\charscalex100 {n,}\fs18\cf0\f0\charscalex100
{ or (c) w }\fs18\cf0\f0\charscalex100 {hen a throu gh understand ing is}\par\p
ard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {needed}\fs18\cf0\f0\chars
calex100 { when describi}\fs18\cf0\f0\charscalex100 {ng or explaining a ph}\fs18
\cf0\f0\charscalex100 {en}\fs18\cf0\f0\charscalex100 {omenon}\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\f0\charscalex100 {(Bit}\fs18\cf0\f0\charscalex100 {m}\fs
18\cf0\f0\charscalex100 {er}\fs18\cf0\f0\charscalex100 { }{ }\fs18\cf0\f0\charsc
alex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 1990)}\fs18\cf0\f0\charscale
x100 {. CIT can be particularly effective}\par\pard\li0\ri0\sl-226\slmult0 \fs18
\cf0\f0\charscalex100 {when}\fs18\cf0\f0\charscalex100 { used }\fs18\cf0\f0\char
scalex100 { in dev elopin g the c onceptua l structure (i.e.,}\par\pard\li0\ri0
\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {hypotheses)}\fs18\cf0\f0\charscalex1
00 { to be}\fs18\cf0\f0\charscalex100 { used and te}\fs18\cf0\f0\charscalex100 {
sted in subsequent}\fs18\cf0\f0\charscalex100 { resear}\fs18\cf0\f0\charscalex10
0 {ch}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Walker}\fs18
\cf0\f0\charscalex100 { and Truly,}\fs18\cf0\f0\charscalex100 { 1992).The CIT me
thod does not}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {consi
st}\fs18\cf0\f0\charscalex100 { of a rigid}\fs18\cf0\f0\charscalex100 { set of}\
fs18\cf0\f0\charscalex100 { principles to follow, but it can be}\par\pard\li0\ri
0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {thought}\fs18\cf0\f0\charscalex100
{ of as havi}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscalex100 { a rat}\
fs18\cf0\f0\charscalex100 {her}\fs18\cf0\f0\charscalex100 { flexi}\fs18\cf0\f0\c
harscalex100 {ble set of rules that can}\par\pard\li0\ri0\sl-226\slmult0 \fs18\c
f0\f0\charscalex100 {be}\fs18\cf0\f0\charscalex100 { modifi}\fs18\cf0\f0\charsca
lex100 {ed to meet the req}\fs18\cf0\f0\charscalex100 {uire}\fs18\cf0\f0\charsca
lex100 {ments of t}\fs18\cf0\f0\charscalex100 {he topic being}\par\pard\li0\ri0\
sl-226\slmult0 \fs18\cf0\f0\charscalex100 {studi}\fs18\cf0\f0\charscalex100 {ed}
\fs18\cf0\f0\charscalex100 { (Burns}{ }\fs18\cf0\f0\charscalex100\i {et}\i0 \fs1
8\cf0\f0\charscalex100\i { al.}\i0 \fs18\cf0\f0\charscalex100 {, 2000;}\fs18\cf0
\f0\charscalex100 { Ho }\fs18\cf0\f0\charscalex100 {pkins on an d H ogarth-Scott
}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {2001}\fs18\cf0\f0\
charscalex100 {;}\fs18\cf0\f0\charscalex100 { Ne}\fs18\cf0\f0\charscalex100 {uha
us, 19 96); ind eed , the CIT meth od is}\par\pard\li0\ri0\sl-226\slmult0 \fs18
\cf0\f0\charscalex100 {effect}\fs18\cf0\f0\charscalex100 {ive}\fs18\cf0\f0\chars
calex100 { in}\fs18\cf0\f0\charscalex100 { studying phenomena for wh}\fs18\cf0\f
0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {ch it is ha }\fs18\cf0\f0\charsca
lex100 {rd to}\par\pard\li0\ri0\sl-226\slmult0 \*\tx3426\fs18\cf0\f0\charscalex1
00 {spec}\fs18\cf0\f0\charscalex100 {ify}\fs18\cf0\f0\charscalex100 { all variab
les as priori (de Ru }\fs18\cf0\f0\charscalex100 {yter}\tab \fs18\cf0\f0\charsca
lex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 1995).}\par\pard\li0\ri0\sl-2
13\slmult0 \fs18\cf0\f0\charscalex100 {Third,}\fs18\cf0\f0\charscalex100 { the C
}\fs18\cf0\f0\charscalex100 {IT m ethod can b e use d to}\fs18\cf0\f0\charscal
ex100 { generat}\fs18\cf0\f0\charscalex100 {e an}\fs18\cf0\f0\charscalex100 { ac
cu }\fs18\cf0\f0\charscalex100 {rate}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\
f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { in-dep }\fs18\cf0\f0\charscal
ex100 {th reco rd of ev ents (G rove and F is}\fs18\cf0\f0\charscalex100 {k 19}\

fs18\cf0\f0\charscalex100 {97).It}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\

charscalex100 {can}\fs18\cf0\f0\charscalex100 { also pr}\fs18\cf0\f0\charscalex1
00 {ovide an}\fs18\cf0\f0\charscalex100 { empiri}\fs18\cf0\f0\charscalex100 {cal
starting point}\fs18\cf0\f0\charscalex100 { for gener}\fs18\cf0\f0\charscalex10
0 {ating}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {new}\fs18\
cf0\f0\charscalex100 { research evidence about the phenomenon o }\fs18\cf0\f0\ch
arscalex100 {f interest}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex
100 {and,}\fs18\cf0\f0\charscalex100 { given i}\fs18\cf0\f0\charscalex100 {ts fr
equent usage in a content analytic fashion,}\par\pard\li0\ri0\sl-226\slmult0 \fs
18\cf0\f0\charscalex100 {has}\fs18\cf0\f0\charscalex100 { the potential}\fs18\cf
0\f0\charscalex100 { to be used as }\fs18\cf0\f0\charscalex100 {a }\fs18\cf0\f0\
charscalex100 {companion rese}\fs18\cf0\f0\charscalex100 {arch}\par\pard\li0\ri0
\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 {
in}\fs18\cf0\f0\charscalex100 { mul}\fs18\cf0\f0\charscalex100 {ti metho }\fs18\
cf0\f0\charscalex100 {d stud ies (K olbe a nd B urnett,}\par\pard\li0\ri0\sl-226
\slmult0 \fs18\cf0\f0\charscalex100 {1991).}\fs18\cf0\f0\charscalex100 { Fou }\f
s18\cf0\f0\charscalex100 {rth, t}\fs18\cf0\f0\charscalex100 {he CI}\fs18\cf0\f0\
charscalex100 {T m}\fs18\cf0\f0\charscalex100 {ethod can pr}\fs18\cf0\f0\charsca
lex100 {ovide a rich set of}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charsc
alex100 {data}\fs18\cf0\f0\charscalex100 { (Ga }\fs18\cf0\f0\charscalex100 {bbo
tt and H ogg , 1996 ). CIT can b e ada pted e asily}\par\pard\li0\ri0\sl-226\sl
mult0 \*\tx1240\*\tx2066\*\tx2426\*\tx3533\fs18\cf0\f0\charscalex100 {to}\fs18\c
f0\f0\charscalex100 { researc}\fs18\cf0\f0\charscalex100 {h}\tab \fs18\cf0\f0\ch
arscalex100 {seeking}\tab \fs18\cf0\f0\charscalex100 {t}\fs18\cf0\f0\charscalex1
00 {o}\tab \fs18\cf0\f0\charscalex100 {understand}\tab \fs18\cf0\f0\charscalex10
0 {experien}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 {s}\par\pa
rd\li0\ri0\sl-226\slmult0 \*\tx1506\*\tx2533\*\tx3240\*\tx3560\*\tx3986\fs18\cf0
\f0\charscalex100 {encounter}\fs18\cf0\f0\charscalex100 {ed}\fs18\cf0\f0\charsca
lex100 { by}\tab \fs18\cf0\f0\charscalex100 {informants}\tab \fs18\cf0\f0\charsc
alex100 {(Burns}\tab \fs18\cf0\f0\charscalex100\i {et}\i0 \tab \fs18\cf0\f0\char
scalex100\i {al}\i0 \fs18\cf0\f0\charscalex100 {.,}\tab \fs18\cf0\f0\charscalex1
00 {2000}\fs18\cf0\f0\charscalex100 {)}\fs18\cf0\f0\charscalex100 {,}\par\pard\l
i0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {particu }\fs18\cf0\f0\charscal
ex100 {larly}\fs18\cf0\f0\charscalex100 { in ser}\fs18\cf0\f0\charscalex100 {vic
e }\fs18\cf0\f0\charscalex100 {con }\fs18\cf0\f0\charscalex100 {te}\fs18\cf0\f0\
charscalex100 {xts.}\fs18\cf0\f0\charscalex100 { The verbatim stories}\par\pard\
li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {generat}\fs18\cf0\f0\charscal
ex100 {ed}\fs18\cf0\f0\charscalex100 { can pr}\fs18\cf0\f0\charscalex100 {ov}\fs
18\cf0\f0\charscalex100 {ide powerful}\fs18\cf0\f0\charscalex100 { and vivid ins
ight into a}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {phenome
non}\fs18\cf0\f0\charscalex100 { (Zeit}\fs18\cf0\f0\charscalex100 {haml and}\fs1
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0\f0\charscalex100 { can c }\fs18\cf0\f0\charscalex100 {reate}\par\pard\li0\ri0\
sl-226\slmult0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0\charscalex100 { str}\f
s18\cf0\f0\charscalex100 {ong memorable impression on management when}\par\pard\
li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {shared}\fs18\cf0\f0\charscale
x100 { throughout}\fs18\cf0\f0\charscalex100 { an}\fs18\cf0\f0\charscalex100 { o
rganiz}\fs18\cf0\f0\charscalex100 {ation. Critical}\fs18\cf0\f0\charscalex100 {
inci}\fs18\cf0\f0\charscalex100 {dents can}\par\pard\sect\sectd\sbknone\pgwsxn12
240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage\pgwsxn12240\pghs
xn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li3826\ri0\sl-280\s
lmult0 \fs18\cf0\f0\charscalex100\i {Curr. Res. }\i0 \fs18\cf0\f0\charscalex100\
i {J. Soc. Sci., 1(2): 16-22, 2009}\i0 \par\pard\sect\sectd\sbknone\pgwsxn12240\
pghsxn15840\marglsxn666\margrsxn133\cols3\colno1\colw5360\colsr-0\colno2\colw280
\colsr-0\colno3\colw5800\pard\li773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li773\
ri0\sl-253\slmult0 \*\tx1613\*\tx2240\*\tx3586\*\tx3906\fs18\cf0\f0\charscalex10
0 {also}\fs18\cf0\f0\charscalex100 { be}\tab \fs18\cf0\f0\charscalex100 {easil}\
fs18\cf0\f0\charscalex100 {y}\tab \fs18\cf0\f0\charscalex100 {communicated}\tab
\fs18\cf0\f0\charscalex100 {to}\tab \fs18\cf0\f0\charscalex100 {customer-con}\fs
18\cf0\f0\charscalex100 {ta}\fs18\cf0\f0\charscalex100 {ct}\par\pard\li773\ri0\s

l-226\slmult0 \fs18\cf0\f0\charscalex100 {perso }\fs18\cf0\f0\charscalex100 {nne

l,}\fs18\cf0\f0\charscalex100 { particularly ehen d }\fs18\cf0\f0\charscalex100
{escribing w hat behav iors}\fs18\cf0\f0\charscalex100 { to}\par\pard\li773\ri0\
sl-226\slmult0 \fs18\cf0\f0\charscalex100 {do}\fs18\cf0\f0\charscalex100 { and n
ot do i}\fs18\cf0\f0\charscalex100 {n order to satisfy customers (Zeithaml and}\
par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {Binter}\fs18\cf0\f
0\charscalex100 {,}\fs18\cf0\f0\charscalex100 { 20}\fs18\cf0\f0\charscalex100 {0
3). F }\fs18\cf0\f0\charscalex100 {inally, the CO T m ethod is particu larly}\
par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {we }\fs18\cf0\f0\c
harscalex100 {ll}\fs18\cf0\f0\charscalex100 { suit}\fs18\cf0\f0\charscalex100 {e
d for}\fs18\cf0\f0\charscalex100 { use on as }\fs18\cf0\f0\charscalex100 {sessin
g pe rceptions of cu stomers}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\cha
rscalex100 {from}\fs18\cf0\f0\charscalex100 { differen }\fs18\cf0\f0\charscalex1
00 {t cultures (Staus s and M ang, 1999 ). In their}\par\pard\li773\ri0\sl-226
\slmult0 \*\tx2306\fs18\cf0\f0\charscalex100 {study,}\fs18\cf0\f0\charscalex100
{ De Ruyt}\fs18\cf0\f0\charscalex100 {er}\tab \fs18\cf0\f0\charscalex100\i {et}\
i0 \fs18\cf0\f0\charscalex100\i { al}\i0 \fs18\cf0\f0\charscalex100 {. (1995) ch
a }\fs18\cf0\f0\charscalex100 {racterized the C IT}\par\pard\li773\ri0\sl-240\sl
mult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { as a \uc1\
u8220Xc }\fs18\cf0\f0\charscalex100 {ultu}\fs18\cf0\f0\charscalex100 {rall}\fs18
\cf0\f0\charscalex100 {y }\fs18\cf0\f0\charscalex100 {neural }\fs18\cf0\f0\chars
calex100 {method\uc1\u8221X that incites}\par\pard\li773\ri0\sl-226\slmult0 \fs1
8\cf0\f0\charscalex100 {consum }\fs18\cf0\f0\charscalex100 {ers}\fs18\cf0\f0\cha
rscalex100 { to share}\fs18\cf0\f0\charscalex100 { their}\fs18\cf0\f0\charscalex
100 { percept}\fs18\cf0\f0\charscalex100 {ions on an issue, rather}\par\pard\li7
73\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {than}\fs18\cf0\f0\charscalex10
0 { i}\fs18\cf0\f0\charscalex100 {ndicat}\fs18\cf0\f0\charscalex100 {e their per
ceptions to researcher-initiated}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0
\charscalex100 {questions.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\char
scalex100 {Drawbacks}\fs18\cf0\f0\charscalex100 { and Limit}\fs18\cf0\f0\charsca
lex100 {ations of the CIT Method:}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {Alt}\fs18\cf0\f0\charscalex100 {hough}\fs18\cf0\f0\charscalex10
0 { the benef}\fs18\cf0\f0\charscalex100 {its of using the CIT metho}\fs18\cf0\f
0\charscalex100 {d ar}\fs18\cf0\f0\charscalex100 {e}\par\pard\li773\ri0\sl-226\s
lmult0 \fs18\cf0\f0\charscalex100 {consider}\fs18\cf0\f0\charscalex100 {able,}\f
s18\cf0\f0\charscalex100 { the method ha}\fs18\cf0\f0\charscalex100 {s also rece
ived}\fs18\cf0\f0\charscalex100 { som}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0
\charscalex100 { criti}\fs18\cf0\f0\charscalex100 {cism}\par\pard\li773\ri0\sl-2
40\slmult0 \fs18\cf0\f0\charscalex100 {by}\fs18\cf0\f0\charscalex100 { scholar}\
fs18\cf0\f0\charscalex100 {s. For}\fs18\cf0\f0\charscalex100 { example, t}\fs18\
cf0\f0\charscalex100 {his method has been criticized}\par\pard\li773\ri0\sl-226\
slmult0 \fs18\cf0\f0\charscalex100 {on}\fs18\cf0\f0\charscalex100 { issues of re
liability and validity (Ch }\fs18\cf0\f0\charscalex100 {ell, 1998).}\par\pard\li
773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Pr}\fs18\cf0\f0\charscalex100
{oblems}\fs18\cf0\f0\charscalex100 { may a}\fs18\cf0\f0\charscalex100 {lso aris
e as a result of amb}\fs18\cf0\f0\charscalex100 {igui}\fs18\cf0\f0\charscalex100
{ty}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {associat}\fs
18\cf0\f0\charscalex100 {ed}\fs18\cf0\f0\charscalex100 { with catego }\fs18\cf0\
f0\charscalex100 {ry}\fs18\cf0\f0\charscalex100 { label}\fs18\cf0\f0\charscalex1
00 {s and coding rules within a}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\
charscalex100 {parti}\fs18\cf0\f0\charscalex100 {cular}\fs18\cf0\f0\charscalex10
0 { study }\fs18\cf0\f0\charscalex100 { (W eber, 1 985 ). CIT is a natu rally}\
par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {retr}\fs18\cf0\f0\
charscalex100 {ospective}\fs18\cf0\f0\charscalex100 { method. Thus,}\fs18\cf0\f0
\charscalex100 { t}\fs18\cf0\f0\charscalex100 {he CIT method has been}\par\pard\
li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {crit}\fs18\cf0\f0\charscale
x100 {icized}\fs18\cf0\f0\charscalex100 { as having a}\fs18\cf0\f0\charscalex100
{ design that may}\fs18\cf0\f0\charscalex100 { be flaw }\fs18\cf0\f0\charscalex
100 {ed by recall}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100
{bias}\fs18\cf0\f0\charscalex100 { (Mich }\fs18\cf0\f0\charscalex100 {el, 2001)

.}\fs18\cf0\f0\charscalex100 { Simila }\fs18\cf0\f0\charscalex100 {rly, this}\fs

18\cf0\f0\charscalex100 { meth }\fs18\cf0\f0\charscalex100 {od m ay res ult in}\
par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {other}\fs18\cf0\f0
\charscalex100 { undesir}\fs18\cf0\f0\charscalex100 {able }\fs18\cf0\f0\charscal
ex100 {biases}\fs18\cf0\f0\charscalex100 {, such as}\fs18\cf0\f0\charscalex100 {
consistency factors or}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscal
ex100 {me}\fs16\cf0\f0\charscalex100 {m}\fs16\cf0\f0\charscalex100 {ory}\fs16\cf
0\f0\charscalex100 { lapses }\fs16\cf0\f0\charscalex100 {(Singh and Wilkes, 1996
).The nature of}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {t
he}\fs18\cf0\f0\charscalex100 { CIT data col}\fs18\cf0\f0\charscalex100 {lection
}\fs18\cf0\f0\charscalex100 {proces}\fs18\cf0\f0\charscalex100 {s requ }\fs18\c
f0\f0\charscalex100 {ires resp ond ents to}\par\pard\li773\ri0\sl-226\slmult0 \f
s18\cf0\f0\charscalex100 {provide}\fs18\cf0\f0\charscalex100 { a detai}\fs18\cf0
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sider}\fs18\cf0\f0\charscalex100 { to be}\par\pard\li773\ri0\sl-226\slmult0 \fs1
8\cf0\f0\charscalex100 {crit}\fs18\cf0\f0\charscalex100 {ical}\fs18\cf0\f0\chars
calex100 { inci}\fs18\cf0\f0\charscalex100 {dents. However, respondents may }\fs
18\cf0\f0\charscalex100 {not}\fs18\cf0\f0\charscalex100 { be}\par\pard\li773\ri0
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0 { to or wil}\fs18\cf0\f0\charscalex100 {ling to take }\fs18\cf0\f0\charscalex1
00 {the}\fs18\cf0\f0\charscalex100 { time to te }\fs18\cf0\f0\charscalex100 {ll
a}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {com }\fs16\cf0\
f0\charscalex100 {plete}\fs16\cf0\f0\charscalex100 { stor}\fs16\cf0\f0\charscale
x100 {y when de}\fs16\cf0\f0\charscalex100 {scrib}\fs16\cf0\f0\charscalex100 {in
g a cr}\fs16\cf0\f0\charscalex100 {itical incident}\par\pard\li773\ri0\sl-226\sl
mult0 \fs16\cf0\f0\charscalex100 {(Edvardsson,}\fs16\cf0\f0\charscalex100 { 1992
). Because }\fs16\cf0\f0\charscalex100 {the technique requires}\par\pard\li773\r
i0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {respo }\fs16\cf0\f0\charscalex100
{ndents}\fs16\cf0\f0\charscalex100 { to t}\fs16\cf0\f0\charscalex100 {ake}\fs16\
cf0\f0\charscalex100 { tome }\fs16\cf0\f0\charscalex100 { and e ffort to}\fs16\c
f0\f0\charscalex100 { descri}\fs16\cf0\f0\charscalex100 {be situations}\par\pard
\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {in}\fs18\cf0\f0\charscalex
100 { sufficien }\fs18\cf0\f0\charscalex100 {t detail, a low respo nse ra te
is likely}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {(Johnst
on }\fs18\cf0\f0\charscalex100 {, 1995).}\par\pard\li1640\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li1640\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {MATERIAL
S}\b0 \fs18\cf0\f0\charscalex100\b { AND METHODS}\b0 \par\pard\li773\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b
{Data }\b0 \fs18\cf0\f0\charscalex100\b { Colle}\b0 \fs18\cf0\f0\charscalex100\
b {ction:}\b0 \fs18\cf0\f0\charscalex100 { T}\fs18\cf0\f0\charscalex100 {he scop
}\fs18\cf0\f0\charscalex100 {e of the}\fs18\cf0\f0\charscalex100 { study is the
frontline}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {e}\fs18
\cf0\f0\charscalex100 {mployees}\fs18\cf0\f0\charscalex100 { of dif}\fs18\cf0\f0
\charscalex100 {ferent transport service industries of}\par\pard\li773\ri0\sl-22
6\slmult0 \fs18\cf0\f0\charscalex100 {Dhaka}\fs18\cf0\f0\charscalex100 { City.}\
fs18\cf0\f0\charscalex100 { Data were col}\fs18\cf0\f0\charscalex100 {lect}\fs18
\cf0\f0\charscalex100 {ed}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex
100 {us}\fs18\cf0\f0\charscalex100 {ing the}\fs18\cf0\f0\charscalex100 { critica
l incident}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {techni
}\fs18\cf0\f0\charscalex100 {que}\fs18\cf0\f0\charscalex100 { (CIT }\fs18\cf0\f0
\charscalex100 {), a syste matic }\fs18\cf0\f0\charscalex100 { pro}\fs18\cf0\f0\
charscalex100 {cedure for}\fs18\cf0\f0\charscalex100 { recording}\par\pard\li773
\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {even }\fs18\cf0\f0\charscalex100
{ts}\fs18\cf0\f0\charscalex100 { and b }\fs18\cf0\f0\charscalex100 {ehav ior th
at are obse rved to}\fs18\cf0\f0\charscalex100 { lead to}\fs18\cf0\f0\charscale
x100 { fail}\fs18\cf0\f0\charscalex100 {ure on}\par\pard\li773\ri0\sl-226\slmult
0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0\charscalex100 { spec }\fs18\cf0\f0\
charscalex100 {ific task (R onan and Latham, 1 974 ), i}\fs18\cf0\f0\charscalex
100 {n }\fs18\cf0\f0\charscalex100 {this}\fs18\cf0\f0\charscalex100 { case,}\par
\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {dissat}\fs18\cf0\f0\c

harscalex100 {isfy}\fs18\cf0\f0\charscalex100 {ing}\fs18\cf0\f0\charscalex100 {

the custom }\fs18\cf0\f0\charscalex100 {er. Using the C IT, data are}\par\pard\l
i773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {colle}\fs18\cf0\f0\charscale
x100 {cted}\fs18\cf0\f0\charscalex100 { through s}\fs18\cf0\f0\charscalex100 {tr
uctured, open-ended questions and}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { resul}\fs18\cf0\f0\charscalex1
00 {ts are content analyzed to examine empl}\fs18\cf0\f0\charscalex100 {oyee\uc1
\u8217X}\fs18\cf0\f0\charscalex100 {s}\par\pard\li773\ri0\sl-226\slmult0 \*\tx21
73\*\tx2893\*\tx3626\*\tx5106\fs18\cf0\f0\charscalex100 {perspect}\fs18\cf0\f0\c
harscalex100 {ive}\fs18\cf0\f0\charscalex100 { of}\tab \fs18\cf0\f0\charscalex10
0 {critical}\tab \fs18\cf0\f0\charscalex100 {se }\fs18\cf0\f0\charscalex100 {rvi
ce}\tab \fs18\cf0\f0\charscalex100 {e ncounters and}\tab \fs18\cf0\f0\charscale
x100 {to}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {underst}
\fs16\cf0\f0\charscalex100 {and,}\fs16\cf0\f0\charscalex100 { in t}\fs16\cf0\f0\
charscalex100 {he context of the transport service}\par\pard\li773\ri0\sl-226\sl
mult0 \fs16\cf0\f0\charscalex100 {industries,}\fs16\cf0\f0\charscalex100 { the k
i}\fs16\cf0\f0\charscalex100 {nd}\fs16\cf0\f0\charscalex100 {s o}\fs16\cf0\f0\ch
arscalex100 {f event}\fs16\cf0\f0\charscalex100 {s and behaviors that}\par\pard\
li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {employees}\fs18\cf0\f0\char
scalex100 { believ }\fs18\cf0\f0\charscalex100 {e und erlie}\fs18\cf0\f0\charsca
lex100 { customer}\fs18\cf0\f0\charscalex100 { dissat}\fs18\cf0\f0\charscalex100
{isfaction. The}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {
resear}\fs16\cf0\f0\charscalex100 {ch}\fs16\cf0\f0\charscalex100 { was}\fs16\cf0
\f0\charscalex100 { conducted}\fs16\cf0\f0\charscalex100 { over 50 sampl}\fs16\c
f0\f0\charscalex100 {e units (employees}\par\pard\li773\ri0\sl-226\slmult0 \fs18
\cf0\f0\charscalex100 {of}\fs18\cf0\f0\charscalex100 { diff}\fs18\cf0\f0\charsca
lex100 {erent trans}\fs18\cf0\f0\charscalex100 {po}\fs18\cf0\f0\charscalex100 {r
t i}\fs18\cf0\f0\charscalex100 {ndustries) using the convenience}\par\pard\li773
\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sampling}\fs18\cf0\f0\charscalex
100 { techni}\fs18\cf0\f0\charscalex100 {que. The bus service pr}\fs18\cf0\f0\ch
arscalex100 {ovide}\fs18\cf0\f0\charscalex100 {rs were}\par\pard\li773\ri0\sl-22
6\slmult0 \fs18\cf0\f0\charscalex100 {inter}\fs18\cf0\f0\charscalex100 {viewed}\
fs18\cf0\f0\charscalex100 { and asked}\fs18\cf0\f0\charscalex100 { to}\fs18\cf0\
f0\charscalex100 { recall critical service encoun }\fs18\cf0\f0\charscalex100 {t
ers}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {that}\fs18\cf
0\f0\charscalex100 { caused dissa}\fs18\cf0\f0\charscalex100 {tis}\fs18\cf0\f0\c
harscalex100 {faction}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100
{for}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {cust}\fs18\cf0\f
0\charscalex100 {ome }\fs18\cf0\f0\charscalex100 {rs of their transpo rt.}\par\p
ard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Finall}\fs18\cf0\f0\cha
rscalex100 {y,}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {th}\fs
18\cf0\f0\charscalex100 {e study at}\fs18\cf0\f0\charscalex100 {tempted/consider
ed the qualitative}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100
{data}\fs18\cf0\f0\charscalex100 { into }\fs18\cf0\f0\charscalex100 {quantitati
ve analyses. The issues that are focused}\par\pard\li773\ri0\sl-226\slmult0 \fs1
8\cf0\f0\charscalex100 {in}\fs18\cf0\f0\charscalex100 { the f}\fs18\cf0\f0\cha
rscalex100 {ocused group discu}\fs18\cf0\f0\charscalex100 {ssi}\fs18\cf0\f0\ch
arscalex100 {on are gi}\fs18\cf0\f0\charscalex100 {ven below}\par\pard\li773\
ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {(Tab }\fs18\cf0\f0\charscalex100
{le 1).}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-21
3\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs1
8\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\

slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0

\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0
\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\
cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-21
3\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs1
8\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0
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lt0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0
\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-293\slmult0 \fs18\cf0\f0\charscale
x100 {19}\par\column\pard\li920\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li920\ri0\
sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {RESU}\b0 \fs18\cf0\f0\charscalex100
\b {LTS AND DISCUSSION}\b0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i0\ri0\sl-253\slmult0 \*\tx1666\*\tx3640\fs18\cf0\f0\charscalex100\b {Classif}\b
0 \fs18\cf0\f0\charscalex100\b {ication}\b0 \fs18\cf0\f0\charscalex100\b { of}\b
0 \tab \fs18\cf0\f0\charscalex100\b {Employee}\b0 \fs18\cf0\f0\charscalex100\b {
R}\b0 \fs18\cf0\f0\charscalex100\b {eported}\b0 \tab \fs18\cf0\f0\charscalex100
\b {Incidents:}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {
Zei}\fs18\cf0\f0\charscalex100 {thaml}\fs18\cf0\f0\charscalex100 { and B }\fs18\
cf0\f0\charscalex100 {itner (20 03) cla ssif}\fs18\cf0\f0\charscalex100 {ied t}\
fs18\cf0\f0\charscalex100 {he employee}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf
0\f0\charscalex100 {report}\fs18\cf0\f0\charscalex100 {ed}\fs18\cf0\f0\charscale
x100 { incidents into four m }\fs18\cf0\f0\charscalex100 {ajo}\fs18\cf0\f0\chars
calex100 {r groups.}\fs18\cf0\f0\charscalex100 { The critical}\par\pard\li0\ri0\
sl-240\slmult0 \fs18\cf0\f0\charscalex100 {incide}\fs18\cf0\f0\charscalex100 {nt
}\fs18\cf0\f0\charscalex100 { classi}\fs18\cf0\f0\charscalex100 {fication system
}\fs18\cf0\f0\charscalex100 { based}\fs18\cf0\f0\charscalex100 { on inci}\fs18\c
f0\f0\charscalex100 {dents gathered}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f
0\charscalex100 {from}\fs18\cf0\f0\charscalex100 { cus}\fs18\cf0\f0\charscalex10
0 {tome}\fs18\cf0\f0\charscalex100 {rs}\fs18\cf0\f0\charscalex100 { consist}\fs1
8\cf0\f0\charscalex100 {s of four major groups of employee}\par\pard\li0\ri0\sl226\slmult0 \*\tx2253\*\tx3080\*\tx4213\fs18\cf0\f0\charscalex100 {behavior}\fs1
8\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { account}\tab \fs18\cf
0\f0\charscalex100 {for}\fs18\cf0\f0\charscalex100 { all}\tab \fs18\cf0\f0\chars
calex100 {satisfac }\fs18\cf0\f0\charscalex100 {to}\fs18\cf0\f0\charscalex100 {r
y}\tab \fs18\cf0\f0\charscalex100 {an}\fs18\cf0\f0\charscalex100 {d}\par\pard\li
0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {dissatisf}\fs18\cf0\f0\charscal
ex100 {actory incidents:}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0
\ri0\sl-266\slmult0 \*\tx360\fs18\cf0\f0\charscalex100 {C}\tab \fs18\cf0\f0\char
scalex100 {Employee}\fs18\cf0\f0\charscalex100 { response to service deli}\fs18\
cf0\f0\charscalex100 {very sy}\fs18\cf0\f0\charscalex100 {ste}\fs18\cf0\f0\chars
calex100 {m}\par\pard\li360\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {fail}
\fs18\cf0\f0\charscalex100 {ures}\par\pard\li0\ri0\sl-240\slmult0 \*\tx360\fs18\
cf0\f0\charscalex100 {C}\tab \fs18\cf0\f0\charscalex100 {Problemat}\fs18\cf0\f0\
charscalex100 {ic customer behavior}\par\pard\li0\ri0\sl-240\slmult0 \*\tx360\fs
18\cf0\f0\charscalex100 {C}\tab \fs18\cf0\f0\charscalex100 {Em }\fs18\cf0\f0\cha

rscalex100 {ploye e resp onse to custome r need s and reque sts}\par\pard\li0\

ri0\sl-226\slmult0 \*\tx360\fs18\cf0\f0\charscalex100 {C}\tab \fs18\cf0\f0\chars
calex100 {Unprompted and unsoli}\fs18\cf0\f0\charscalex100 {cited employee actio
n}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-253\slmult0 \fs
18\cf0\f0\charscalex100\b {Emp }\b0 \fs18\cf0\f0\charscalex100\b {loyees}\b0 \fs
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scalex100 {OrderGroup#
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0 \fs12\cf0\f0\charscalex100 {Gro }\fs12\cf0\f0\charscalex100 {up 3 - Re spo nse
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3\slmult0 \fs14\cf0\f0\charscalex100 {19 %}\par\pard\li93\ri0\sl-173\slmult0 \fs
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ex100 {he}\fs18\cf0\f0\charscalex100 {n the cust}\fs18\cf0\f0\charscalex100 {ome
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sl-213\slmult0 \fs18\cf0\f0\charscalex100 {flexibility}\fs18\cf0\f0\charscalex10
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{age}\fs14\cf0\f0\charscalex100 { Analysi}\fs14\cf0\f0\charscalex100 {s of Cause
of}\fs14\cf0\f0\charscalex100 { Dis }\fs14\cf0\f0\charscalex100 {satisfa ctory
Serv ic}\fs14\cf0\f0\charscalex100 {e}\par\pard\li1493\ri0\sl-160\slmult0 \fs14
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arscalex100 {Slow Speed of Service }\tab \fs14\cf0\f0\charscalex100 {4 %}\par\
pard\li773\ri0\sl-173\slmult0 \*\tx4373\fs14\cf0\f0\charscalex100 {Unavailable S
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fs14\cf0\f0\charscalex100 { core Service }\tab \fs14\cf0\f0\charscalex100\ul {8
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r\pard\li773\ri0\sl-173\slmult0 \fs14\cf0\f0\charscalex100 {Group 2: Rank 1}\par
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*\tx4373\fs14\cf0\f0\charscalex100 {Breaking Compan }\fs14\cf0\f0\charscalex100
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{ty with }\fs18\cf0\f0\charscalex100 {t}\fs18\cf0\f0\charscalex100 {he study fi
nd }\fs18\cf0\f0\charscalex100 {ingss of B itner}{ }\fs18\cf0\f0\charscalex100\i
{et al}\i0 \fs18\cf0\f0\charscalex100 {.}\par\pard\li0\ri0\sl-213\slmult0 \fs18
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}\fs16\cf0\f0\charscalex100 { o f}\fs16\cf0\f0\charscalex100 { th e c us to m
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}\fs18\cf0\f0\charscalex100 { customer f}\fs18\cf0\f0\charscalex100 {orgot to pu
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{Circumstances}\par\column\pard\li0\ri0\sl-173\slmult0 \fs14\cf0\f0\charscalex10
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of}\fs18\cf0\f0\charscalex100 { the}\fs18\cf0\f0\charscalex100 { emp }\fs18\cf0\
f0\charscalex100 {loyee \uc1\u8217Xs respo nse is}\fs18\cf0\f0\charscalex100 { w

h }\fs18\cf0\f0\charscalex100 {at cau ses the custo mer to}\par\pard\li773\ri0\

sl-213\slmult0 \fs18\cf0\f0\charscalex100 {remember}\fs18\cf0\f0\charscalex100 {
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\fs18\cf0\f0\charscalex100 { causes}\fs18\cf0\f0\charscalex100 { of the }\fs18\c
f0\f0\charscalex100 {customer di}\fs18\cf0\f0\charscalex100 {ssatisfaction is th
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cf0\f0\charscalex100 { respons}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0\charsc
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par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \*\tx3

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0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {REFERENCES}\b0 \par\pard\li773\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li773\ri0\sl-240\slmult0 \*\tx2800\*\tx3760\
*\tx5106\fs18\cf0\f0\charscalex100 {Ba}\fs18\cf0\f0\charscalex100 {nglapedi}\fs1
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{o}\fs18\cf0\f0\charscalex100 {f}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {Bangladesh,}\fs18\cf0\f0\charscalex100 { Asia }\fs18\cf0\f0\ch
arscalex100 {tic Soc iety of B anglades h.,}\par\pard\li1133\ri0\sl-240\slmult
0 \fs18\cf0\f0\charscalex100 {Ve }\fs18\cf0\f0\charscalex100 {rsion 2 .0.0}\par\
pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Berr}\fs18\cf0\f0\char
scalex100 {y,}\fs18\cf0\f0\charscalex100 { L.L }\fs18\cf0\f0\charscalex100 {. a
nd A. Par}\fs18\cf0\f0\charscalex100 {asuraman, 1991. Marketing}\par\pard\li1133
\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {Services. New Y }\fs18\cf0\f0\ch
arscalex100 {ork: The Free Press.}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f
0\charscalex100 {Bitner,}\fs18\cf0\f0\charscalex100 { M }\fs18\cf0\f0\charscalex
100 {.J., B.H . Boo ms a nd M .S. Te teault, }\fs18\cf0\f0\charscalex100 {1990}\
fs18\cf0\f0\charscalex100 {. The}\par\pard\li1133\ri0\sl-213\slmult0 \*\tx2946\*
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calex100 { an}\fs18\cf0\f0\charscalex100 {d C.H.}\fs18\cf0\f0\charscalex100 { L
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