Which of the following statements about customer contact in services marketing is false?
A. Service employees are important in creating satisfied customers.
B. High-contact services are less expensive to deliver because they are typically equipment based.
C. The main principle of customer contact is that satisfied employees lead to satisfied customers.
D. Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services.
E. Employee training programs are an effective way to ensure good customer contact and reduce problems.
Answer: B
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