onpeelaton erei

Oowics Marketim9
uperienee
bellng kiwics dioudA a dees Cont Bad ncellund
Lako ilsel ohedkas a hoduet beroud RApDsationg
npulatioms
mot mat uwaties
Ne buy dmucs nduet agm t uens ne Meb
doyd ulomeu
uko isadiaid Rzgatar puals awoede
Mputh
Ne q0 MApky homoleol uame thu custemes Anply Cuwlomiy Cuilomat
honluotako momuy pm Jais hocket 4 hi com
How to CKeali a Layal uutomus
Malawaliatin t oatiomal SUsuises
Tholuet- antuie Maskdimg-6ell iu tha bimg
ecPr.omuic
Mamadne heram Jane t Jhxu Ketas Coudikuh i tw GDP oa
Secomdas tia
nimo4 Masdonuiung SUmias
o m Cntus Makdimg ndaalamdlim Cuuana Aapiulual
Aand hum Nnabimg ho pAadust Hhais IT) Da1y Moa than 5o
eupeieme
Contibubcan
Acknowledlaemut Raoognilisn houliom
GDe (54
US- 8of, Josmics
Aquuaition Rotainu D 11. Mamwotuuig
Maskutin Relationalbip_maskdi Ageiudz
Pawimg latu i fouing n pludoima
a buokat nith.hel.) GD: Com buuicu oens stiun theinoiam tcanony
5ewwiew Compamiumam MAtto is 5MILE
Ne pect ExPERIENCE AM Cemmenfn thu
Covnpamiu
 Stumeu d am tulomu to muu, bwuidu 1o
owidu, Ba to dla ond em Murs e'a dlay
lant ba tonehud
2Julangiabilils-
ttatad. s uakomLN Cowt bu auud ta chag hacA
ABAduet Cam Lakoael bur o.
Cowwnol
be huplicatid
A Aiea Lom Codily 4
cs
CowtunuousimpHOMUiut
umur T COMha Csp
A 9LA Challmge as ir 5ST-Sal-Spunseu ehamalegs
Aduuetw
viualiiehon youL Aic diliat e9. ATM, ulunt Bankimg le
Sadadiaatic
Hut-k od ith a bug LMsizatie Moss luwlenwizatim
Jwlouy Coib benomgrCal he Haliueyae
de mamd L
Yousbhpdut, ypu Com AMCYEaAR the
pndudism
ieotineyw kumia ololiosu Ao to
Lrimol uuk mos"UAmA
smL olcuLr to dlulinin Nud el onndouodligation niodue 50P)
Roasy ousplap 044wmumicoion t attun MAA uutowigatioms el AomicespDuiclin
nds alimalnes a iulemass
nALiLmu e usomes dupemds on his asticulatigm
La uuuAl hyaiciom Cos.imq01bo, Z50o
DL bTDC106 ) ome Blue dant (ZA50)) VMGialitykwilimgnta Rmpleyus a datiay hoe
MAeos
Yalu Nclay hulps M Aameandizodiorn khumo
IV= Bemlik nlual Culimmiqadioa.N he vice- ve4a
CDst lrunsonti halps hanaa up urt
whu V>L
 reduet froduetion ales Conawngtio
Prooluctow
Solu Csvawnpti
-wwu indud Dm
KiisL Austomaxe imlegual bast t umo souy
EKNACAactouAMd hwby t ducautu
Custom ouualian auised
wwblicotioainulbonLoAs xeduehiem ome
Lonuuwmption
Recuaaiaatow.mauy he a i o (MoL faulble utomiuLc Osplies a
Auparaliz
Mau soouebibn is diculmot mbLuikla) UAuD mex wa mot b ps
Dhol Bachio eo nomes Scal duing tha 8twi.
CAutems isM Altasle
CuwomakPramee o aosemee aeols Oi -AtwMCAA AMindud o umon. minmd
Oulio ml Lnpatuhslis (usltwais innelaa 2.9ii.lmal iuA, maoia. k MautainMEnt
DumkoAo ample
Awi Oudamu m idagfal past h
SQAMiCA asto LArh ut fo Cuslomus, bhypical L not H04d
woshabiliy}altealyiiskable. mOpaislok
aik mimdad at 0uatung Inlanqible.nu
Oiault to momaar me Capan lith e o th ustomens.
omuNeMue MaiMlation Ajld MGm im imw e bankina Au, inoneial n
Diw (led) AmCA, nal dlcotion
g Happy Houss, Salast Saata
Aeumces COMt bL Mwendiea wlomation be usu iulngisl emo
AAces Comi be 9uianeo s Hsold
- a u u t to suMtlMoiae upply k dumand i b bur wauoe uaeMmd wl nduine nA
ec Mudiwld mat. a i n l dp
 Phical fnidann opaumatio
Pount o oileaudiatuon Jh not the nduch h
egsk leowia twm.bhrts taonmks
Uhe Gaps Modd o kayuic Gualin
Luutowet hallsauideu hhu mi CuAtown kapucion d ust@n Ptssptigne
Peeple GS GP- CE
bundAlas Aho ptouy a astM Au
dulisay awd thuu Alumé tha auyurs Laption. CP2CE
nomalt n CS ine ( Delialst)
paskonnel, ttae Customs OMd 4 CE2 CR2
4CR CE
Aotaotae (asatáloctien)
CS zie
Physical tidunce uur a mowanlanu
he wwiDwment slaich ha wice s deliveud Lxpootaiow, Dilmo
Amd. whu t m Omd sto inbactame
DMA tomquble tohpsmunia thal oculati sukorw whethuv hay e soiwol p not kalo jd
CwWuncati.erh the dlic ai owpilime th Asice
ML OAuahocd , MehamumA k w the xiaht alimatiwe
cilins ulich the mica is dluimud- oph u 9um k dbil celer
th wic dalin opnahing ysu
Hdewc Dobpens poat OMailmant the seuiee
ocluxt-(aMLu Nu
Cost
owiweme
Aomaiem(omnumatiow Losullaigm m del
 edweaton adlimimated Nom th
the tudlönLL o 0maibilin CuaLomu inadidie lamelanal
aawoNeL agaimati
5 Aomels e Cutowu way Vaxy wa0
el LULCE
ddual Enpucta.tions CO be NO
Auinu DAd
Nuwati should" COM Cwowae o
RpLeatiovu C o Vauy awo
T
kpuiin Bastd Nawa 9ap mds 1Aa d
Bccaprablu upedbiens Cwsowu amd buud LONG TERMby s 1e SATISFy
Qund Seai RELATioNSHIPS
ZONE OF
Miaimum uaole ToLERANC£ Eapecad Sowice
kenparatiem Adasuali Suwae CUSTOMER (AP
tupeca tiows PAscainad Sewe
aoel APS Modl s Seuu Gualiy GhP 1
Propcd Be Coupay diol Mo wduTamd ue
PadLamam l Zaithm
Peowwigts
GAR2Jha Comapoasu hoa ouleno
aott beclations
Cuxtowe pdud Suwice
- AMLLduga
w GAP3 Whsm th uplays h
CoMpamy OL
GUSTOMER
dasisMA b Alomdauds etu Lewpay
COMPANY NL SUmice Delwa citnal
CwumuLcauon
Expeclation CAtima-duuon Le
ugn bk tomdaols
Gap 3 a occu he ulom M playwma
Fdhask GARD) GAPRomAs Mas A mo baina lild
Kaeoa Cosanpanyceptios e
Copolau ohpeclauos Catomu oupoelatiesdale
 Ae wwulafiona cubinaluens all
te Gabad 4 Cowmmisatien op
5GapAM aueL
Modtl at mod
2 3 4,(11),(3),(,4
(a,3).(2,3,),(1,3, 4),(l2,
3),(2,4),(3,1)
4),(,3)
(6) Aheblwwnte AuMMAL Ltatisn ad. t
3,4
(1,,3,4)
fach Gap Ca bClotd uAbh tha help o
al 4 Ps Masketma
Qhps ik aulo oaticall
buainsA,itAe0ulol bo auekidl as A Áunit
Gyep(CE2 CR) Thue Aeolm Lits o t aa - SERVGUAL MaDEL
OLE Aida, We Cal ach om he usbwMes
wd anddauss th AsA Hoaee thee A The SERVGUAL dimunaiona lucuid Sus pualiy
acde ich com ha closed
PasasukanaZiiarsal kBee4 1938)
wic dapusdadyaccanalil
reida Gap Knowlaslog Geap KponAAMLAS llngnu fa elp uukomi Dnd
Nat EoAAN wlat ulutenmins mpe TREAT noidzbasnpt Aesu
mpatyaxung, sdnndualisd altidion te
(2) Swwie Duign Stamdasde qap Ai oidu fo Cuslonuu
Mot haiw he tigat aewice deuiams Gma ulioba L4daling
AmubadAsanc cha kuLe Aihgtma
SKomanruds homudge amd Louie tmpleycs
rus
AMd thux abidiiy o Ampina uist And
3Sea ptmamea lyap Coidemce
o dalakeuma b d c e dlandanols amQibleAausical oailitus, 24uipeazut aol
Apasawea n e l
 SERVGUAL Atsibuts22 itina hee-SERVQUAL www.ww.-
ueid Sauea
(Expectalon) ocrstio (Dtfanaausamo Zeithml kMalbelna
b05) Maoliid i
fach o t AEw ulk be täke0 0w 4+L wicna.
beLatdcale
E
04atwaa catuo k ucepions debauatla
Jaka Welalgtc oeNDASO bouelaro Cutowu aleu du dilwt O ia
3 vailabi ii Naaklihy ullld
he uE ithuical umetioniha o
wale
fage h el dpeunut-SERVQUAL
m.noadi CutendsalaLmatie
Note y Expetahiaw Quscions ARD qUnLHie Matine a
Mdt. what 2upuetabons tho tuslowess hame stalal wwoTouehKtal uues QANailable o bhess e ota
ta Abashioulas indsuatup
HhRaAPocupipn Quuitens Ou MAR Apilie Rshanaintndss4lctna baellia, o Pxehlna
(wpanuatiew: r dagerua to whidh thaa. ie
jap dcas P-f 'CDumsatatualondusselblama
ANg SERVSUAL SCelegep Scote 2t3t (ostact Avaulabulkb A u a t bne
Tphon Owdi nupnLsLuaties
K5 bo keale with 8a Quution8t a4tt
CLhahtie SESVGLAL SCHihau tha Raili
Aonuittiong e3 diatuigedseYusaTeuch
Tangible Rapouatnu,Asuuvati-4 Quient tatk
Rliobilk Ampath 5 Qutipns Cach echnologg Ranolinu udez: TRIA epaliy Jp
pRaple ta tnchuacr tuheleey boua tneeucti
 9224 in Swin
ane dastoms- deguteuts :im ta yaph OoL Galiy ap Madl:
Aplownsl-20j opulatian) uo
wkho iuplore beder o
ne AchubLople
fioe 0&54 oulaton) TheRd
hone buayes Rtar
skptsRilolu Mal the Leut buupue iut daesnt nd
hant alustionaA botk thu a taupesimt Owgptng EpiencL
wfanaweuos-Hae Htioma Gahu
daggad-acha Aachnnlogy whun Mo cth
BuH
frtparcMka ostii
Lrpectaievs mst Hecui
TRI Meaws leple n 4 Ku aneas Jhe, cudomak tou
Fk & as dontubuloAs te h puons TR- Keasowl:nsuliiut moukt HueDNeh vur
Obiwibm-esie VAur Awd blie it ff dack Com uunaie diaclug
as Role cl Matkiu
danowotinas- bang a chnelogu pionas
aMd houghl laddos Duy Maka acsaie Boek
Sheh-Aalge Obtie Maubat SL
SecDnd 8 ANR nibife to a hessona TR- baouse athn Obtie bwwnuado ttiact
Dutoma Peuceted ack 6 Cone Paxalunamt4 Joluutil Bi
4alalalk,Neds,deueA C4loi8 ue
eupticiak aukimg bikpes Ralent tolUa-up k dupiou
Was Lse Gap hnaluss Apukemea Sat
6puilicSawuee tuplnation: opauluns
Whe the custemes? ANhat the ?
Aa AM CoMiwile meutiM adima slowe od-ised uyLEpL
eeetalions Nith 'thA SLce?
n ohu a th gaps amd wbat hamaps Uduwanelirs wonu' ko Mnt ippolovk
ate nudad xayune ps) ap
 Compomy Mow hy Con . u
Cowhpamks to impnbe Jlm tho
oHeiwd wed uks achaa.mgk im dauic wm to wuako ugtanti
Whem h happans tha
FuctioolMLatlaclo ngofoun.oince
Jupkalsia
Fimaneial te
eLy dolasltaf
Losaattelpectod ble wwh utoL pauuk e viue
kessewdl s4dameaetn as4os
Mol eupobilih at
Paykical
Kecholegical ask adie 3. e CPMahaML Co nAka
eeofhLAR kkontd cat ta wib atuy the uame
oka be
toaB 5emice RecoVDHM MuwApp aauple uaudEa
Qunot Missce he
the custw niakz-4p Coll aMample.
5 complam Tn tmgt. Omd Lompamy
heasquouea HOTEL RESPONSIBI- Hih
Bulding uulomu -LITY
45 Compla a onlML eMmplaupa
Relotionthips
vtiuion tyid
t623Rlationship Maskbimg
50 wcoutu a prablem out do mMat comalaim t upHALtA a patodugm dt Lalhan maskatiug-
Mast basajau culnnd as hu aayHm n aquuilda bahoadheM Jyus
tobndl o ndilioolatherskip Lptua
A 60xNi quasamt mwoks busimeAs Amae
x CAMApaMiLsM bosst el hy d5 i B5
t "Buckl Thaoy e Masktng
h
KeXadwi.ong 5. More e tui dutamus. um 40al o rulip nakolimq is to uild
wok be skeptcal about tim aain ba4 DMwtto culonLA
a Mer stwdce,
 ahe ax bollabde-e ot 3) liduwg e aonslin
t àdlov d a4 stp patad
Getting Custoves
Shtng usEbne
CoMptimg CLTV :
Relain Clones
HEnhaeika ulatk neboail
vauing he Rladiouip AAt CUSTOMERS Kecwhn
ADYOCA1ESuApi Ainii Cuadtive
LoVALCUSTOMER Maintonand Augd Ner Maugun
Maugi
FREQUENT CUSTSbomg Racogndim uad
CUSTOMER mct special ofteu addad vala Recng
Cote
Ttwe
Volne
BUYER Arst buchaseake plats, reesgiian stasts cqusLen
PROSPECT Pnesbects enguiu obour Preduc |Sene CQuuao.
SUSPECT Patutia Cuutoasin dbrmud by Cgmpamt TNerMau
EACH PREVI DOS STEP MUST 8E IN PLACE fok
Customu
RELATIONSHIP TO BE
i uel bmo LTV
BASED ON SoUND fouNDATON
dieio th Riabiovip
U dwo ey upamdimg tho ValuD th
olatievishup mhut dimuMioms
sug img Au Ralatioalaip GLC
3 tauly Raptal Bg
2 epaniong h Mulalsmuip
Jine
 oleulatieg CIN GLX (anuldie MaxyessAc
33180 53 2500
dae 28058
CAy Ner eaovaaa.o atl caul Plo
tecidCuwulataur Maugis
Aquiadion Ce AC REM Fotwmula
Caesho Jhe c0oacuabiAo cuulom i ReceMAH Movga
Fraguuwe Valus
T358nd itcoal a 56o Mea to helain
thal kenut -
J A omhe Cslon R looo
1500 u th eemol yen and yosud zeve
on Gusfoms Satuafodtian Hih)
achio allg
alu &CAsbA Camaioloiug ha tim, AB+Ct e a l cuskon
te b 5 s 4Q Compam
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Sio Ya uRaueing Ruuning Net isowted u la Catusc D: Jom Sadisctio e Lesli
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Cosë V MauginNe
Magjn Ner Ma
Mau asgi Bad txpsise tiat a s couud
500 500 50015
434 78 3416 oki a dhaba B hwa
1500 500 oo0 jo0o(-15
15614 1190-92
3 2000 500 500 1500(1-15) ew back
986:21 2117:19 Othes axe limg n the 2om Callhd LCR (Sae
2000 500 1500 1500(115)1 CualbmL Kicokss
851633034-82
2000 500 1500 |500-(|15 (alagoy A: Jow ufa clim k HiR loyolt
145-16 318058 E Calld Herdges
 Judunol Ho-e areudl
Whe dAuilchumg Cout hity
PLople a hlsso Chobuma Sme
othe pralucla AwitRs ai
whuL owly dndugo unls og Naula
Cuulomexe da mok hame a chece toAnit
Juslain LA AupLians
3Bl Cali4eyG: ah daluasnow omd Low doal
V a a i suki amAilu Aumw bluebmtina,
fue Aumsid PHRdneAa Valiien eulanua idua cigu
hehanior
Liwked Nith bADuid oudagsbackalogs evou
(algosy p Rk datnlaciou kHish loylty CHentisAlamddsdigation
Bo Boo ayolists _alian yous AuA soals ub he
h de callud kpsutia ddwocatis diaut
Ppectaiea MLds
SERNICE
tretus
Layaly thauld nmaim dutnak av hostagns BLUE Pointa o Colact
PRINT
bni4y UAzd CYGRCospotath lalus Quaaandiad
Pali), to kaap houtagea. Cowwpomw& o a Swuw BuLpaiwt
sassru 20 icipla)
iws.owliachi.on
CLOSING GAP 2 Sins oVuibilily Onslagc (owlaot
CICCMemEy badtiow ayclo)
kmaloy Adigna
ws ulimal bwkalaga conkaet
iequsee ba low chdt wiacti Auploya'achon
Mapud aliuaeian e paacus
Subput Peccais
 HNiCR Warpaimo
tSoalaic 'paidiMimg haough luecas Lbuelus_
Mhaa axL tio tia blioming hat ve y

Azu bueskint._
L:9 cliie is keu klethana msal
hosipad
Aoge. DiweasgMeL dmaus ediscsatia lled

5 icisla kasiu eaiga bwkig

MalCotad, eausicu Shoulo ba AubisiRuced asue
disigmad thnauga iu Austomasss' kyes.
kHOotiue AL stakehsloless shounld baimeudad
huAmcRdssigm HRCLAA
3eauwmemg.d smicdhauld be Viuualized as_a.
S8Auanca ALAHalatid orloma.
Lq tng numuCand at tha table vls at_

4Eyidweim,mamgilda diss sheuld he wualaad

 OnL Ssasiy Masht iamukalios
blaysical atilaci&.
5 Bolialie s s m e Siwde te marklimto umn acding
e mtie mw.inmmmt aÁMMALO to
shauld considined
a) uabms muds amd
5) businu oittu
ailmg HecLAs Mamageme
Ways- S Suwicu tduaie odemee lignaction
Seuice imposamee'eCusemes
q Fast laq, Tele chock-in uigbti,
D
Pupai
seumicns
3 SLatig vls Stnndimg OMAKE lATIN Fun_c atas
L9. Seatim alaitmg af boamks monwaslas 1CLERA3LE
4myaginn ustonnens
c Foien magazimu at Salons Alomot muun lmliaunatims
imtosstiong toble mals at uslauata.
5 alamatiow Poisigw Smgu i , Singla SumeSingla Slag
Einst slaskd by ianey dald
Called Ynilla
Imeuang im thaete wlait
e.Fn this pomk it wilu take z Smal ima,imgle SauA at seauLlal taaps
V
wimA ta th chub, Cusouaz cae
Calls O00 00 O
Rosennaluems
4 Puice imemie To se lam puxieds
8 Rathmk Gmewuma kuglom Pasall Lmu 1o mulipl Avms
- Suim4i biIE_Cm Mus basis
T
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 1osla
3 A nbnt diqmaqL, bankimg m i .
HCloui gop 3
Sociagu
h deuga aidu socialiaaten e bath mplayas du nunami 4ap.
Gmd CutbuERA
Bath Cuslonuss k Lplayes wmdstamd th upuctd G Seuuico Deli
Holis, bahavies md udatienships xem tia& Paplu k tendiaiss-liau
Amiceacope.
5 stax hot letbs vs M Dasualds ha edlbask ypur kw diliu4 lagexly dupzds
Qeniiotor
Jhdigs Lam dil tiake a SRAmiu pamidu X uskou
r ca alsosisma) te Masket ÁLgmnt tha sthue lousiluus
AMided e
u a dlaratiatie is adse onm patialadhiened epls a uluad to all ta human nctiu e
tuouga uasintus i huaical sutlimgs pld a paat im des dilwsy amd thus nlusuce
Ta Hoil vs uimax Hetik (Bot om Tata Grp lha byes ucepioms; awzly
aheikums ^uHARMml
Paysic AvidmL hould
ttuas Custommss cOt atomess u the dunuise imwiroumul.
auide pleasusa to uslamess im daing
buainus. he Kamcs Mauktimg uiawng
Gine a hsat suachass Satiafaidim (idle
ecihtiom. CompayY
Wavaqowtznr
akoTi
rowidus eti Cuaouss
a
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e 4 Aoniukahssi Ht at tauus plsas
0htiou t Neuuic Melivay
JHx an 3 tius muuacthens hotian uslamas Yeti
amd Maubuti llom
ustoMs g0es 1o tho dwisu Moidu o
wlambiay Cowuaclu Coupora Adinislid
M Suim
R xice anidu gocs e the cuk sleme Vuysle VM S y f
-Diuc Semie
3. utinacdim at Quis lamgth (eg Auun, e ramchnda o-Mkla. Aswl
MSth CAdimatiem bl thu denmie a amd
h haw aunu e e 3
Admindlud VMS Jees end azancig
Rasausau Lhawmel
- Nath mois Sauth snela owaetua Vgugaily duinad oumal tels
thamm
to HMG (Horiagwtal Makiting Sylama-husinss Mowllhis- e McDowalds opundtions
ojacia ww hautnlydiu Mapkatna-eqmolicali bomk wit
s ulne raduet s4 Aliama Baya
Agmls e9 Aanla by Budit cand
CaupamiaA' velilkcatien,biU
VMS
B,can
aund Yetti CgupAati VMs - Whn dhanna muwlaau_at
mpamy Cam. he
Trodemaak baskuiad ulapatien Hekdauy dan
He hams ovoLnlands
VMS Admuiulied VMS xamcdhae Buuinus ve4lbles M uop.
Duuauua VMS -M fofma .focwad uleqaaben t9 msapAL
CasuYMS Aqmc aiulunuBujng wn helta
Backiud dat. Fowand ut
Eleckowie Channla alch Coalully mplayu dalujaclien
tleliouie thawnula axL the only Lmic dulubulo4 Mamae humamd'
thal dlaMal Auqune duuet Humam inluactiem wdsket mda onnains
lepbene, iwiien chawmels ama ilen alch Laulully uam saduachien
kWeb.
bamkimg k mamial dmicu mough inlnat, Capaey Managmm
dia l'ama liamig, VÃdlue comumaimg Medical malbimg sbppdy Tn dwa
tanmscsiubigm Sumks cko.
owamd loer Amand Te
i) Cenautit duliuy Hua our
somdasaliged micts. Capatuy
iCutomLu CoMALMiAme
Nide duu batien uick Euslomuu udbaek Stkekoh time, labos Palem Malenaea,
oriliiu Luip muns Humavadiems
AA Inin ploya Scladul Yacatiena
Mamaasingupplyemand
TT
R
Hi pax tims emislay
otima ws
Sckeduls Mploua
amamd Relatime to lapaci laimima
THighs euibe
a o mployses
dnamwd Ra shoss kauipment
Moimumn
OAaulabe Cabaey
Domamdxcaadu Capacily wbcowkoal e oulso uAte
(lorwness activitu
Qamamd exceedu optimum
Obbmmn Capaity (Semee Jqulyoleclina)
|(apaaily (EMagima emamwd
mdtimg dawamd to pply
CapacyXceRds duwmand
naslod nuons)
No Shit
dumamd Dewbmd
Ua &image Ua Lalsuk adwetite
uo 0hions Cenmuicalu buuy dlap MCALA buuinu
anage kupplsr amd luws
Nd Cazaci Ma
 ning to ppal to M On ts gin day, e hou lest 43y, b a
Taka Caxs layal. ol dicouklk o pie Miatas o u held
Cualemeu a t
Hdrurlas pak uuage tiwua
ubuelion
Maoly hauru eopiaaloye
Owd ii onen:pAK
Bim tu Aice to tu
stomas -Disuct_sSHvice.
Yed Manaqan
mle Caleulat Vidd iw a Hetel om a a day:
Sonmiee Pinimg Paomotiom
eoma lai alu.ou a Acluiol Rav Potti Momagim4 Ereaisas)
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Cevnmumication 961. 1
(64
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mkiy bopukas Net amdi Scou (NEs) ia Somawhat 52 36.
baaud on ti idia thak wDd
mut
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