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The six main service differentiators that enhance value and ensure competitive success are reliability, responsiveness, assurance, empathy, tangibles, and customization. Reliability refers to consistently delivering promised services, while responsiveness emphasizes promptness in addressing customer needs. Assurance builds trust through knowledgeable staff and clear communication, and empathy involves understanding and catering to individual customer needs. Tangibles include the physical aspects of service delivery, and customization allows for tailored services that meet specific customer preferences.

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