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.M., 1995. Cust omer Switching Behavior in Service Industries: An Exploratory Study , Journal of Marketing, 59(2), 71-82. Kelley, S.W., Davis, M.A., 1994. Antecedents to customer expectations for service recovery , Journal of Academic Marketing Sciences, 22, 52-61. Koomsap, P., Charoenchokdilok, T., 2018. I mproving risk assessment for customer-oriented FMEA , Total Quality Management & Business Excellence, 29:13-14, 1563-1579. Lewis, B.R., McCann, P., 2004. S ervice failure and recovery: evidence from the hotel industry , International Journal of Contemporary