nd consistency with which the service is delivered can take two routes. The first involves emphasizing the technological superiority and dependability of the process by which the service is produced - a high-tech approach. The second concerns the consistent and dependable performance of the service personnel - a high touch approach. Although these alternatives are by no means mutually exclusive, nevertheless the relative importance of each route differs according to the level of development of the market. Developed economies have taken long strides in terms of developing breakthrough technological innovations and in terms of manipulating those scientific innovations in a multitude of ways so as to be used in facilitating every day operations. Service firms utilizing such state-of-the-art technology should take advantage of the generally high level of education and affluence of their customer base, which can comprehend the benefits of such technologies and can afford the costly technology in exchange for higher performan
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