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This Concept Map, created with IHMC CmapTools, has information related to: Dissertation, Page 1, Hotels are a Pure Service Industry, Designed for Profit And The Primary Directive in any business organization is to increase firm performance, Hotel Service is Mediocre Explore The Service Model, The Primary Directive in any business organization is to increase firm performance Additionally An Increase in Service Quality Results in Increased Firm Performance, An Increase in Service Quality Results in Increased Firm Performance Why then Hotel Service is Mediocre