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Khi phân loại các kỳ vọng của khách hàng đối với sản phẩm hoặc dịch vụ, có những thuộc tính chất lượng của sản phẩm hoặc dịch vụ mà bản thân khách hàng chưa nhận ra hoặc chưa biết nhưng nếu được đáp ứng họ sẽ cảm thấy thích thú. Những nhu cầu của khách hàng đối với những thuộc tính này được gọi là:
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