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We have heard this new concept referred to as many different things: the information superhighway, the electronic superhighway, the interactive superhighway, etc. This Information Superhighway will be used to provide many different kinds of services-including links with wireless services. But its principal value will be to greatly expand what you can do with your television sets. But it is not just around the corner. It will be several years before this phenomenon will not only become commonplace but accepted by the consumer. Staying focused on excellent customer service is most important. Service will always be more important than the medium of communication.
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Richard C. Leventhal (1997) studied this question.
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