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1 1. CIDA, 2018, “Professional Standards.” Section II, Standard 4.

2 2. Capela, 2016, p. 230.

3 3. Schrank, Fall 2012, p. 25.

4 4. Zeithaml, Bitner, and Gremler, 2009, p. 69.

5 5. Steers, Nardon, and Sanchez‐Runde, 2018, p. 49.

6 6. Steers, Nordan, and Sanchez‐Runde, 2018, p. 348.

7 7. www.daytranslations.com, July 2017, pulled April 2019.

8 8. Meyer, 2014, p. 12.

9 9. Oxford American College Dictionary, 2002, p. 493.