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Identifying the causes of customer defections and designing strategies to prevent future defections is an essential task for any service firm committed to building long-term relationships with customers. For this discussion, please think of two specific service firms that you used several times in the past but do not use now or plan to stop using soon. Then, for each firm, answer the following questions:
Why did you stopped, or plan to stop, using the services of the firm?
What can the firm do to avoid future defections of customers similar to you?

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