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The concomitance arises within the literature about service marketing as the simultaneous fruition of a service in the same place from a plurality of people. Such concomitance has been considered frequently as a negative side effect of service and it has not been deeply investigated in the last twenty years. Nowadays, technology allows to broaden the notion of concomitance to its positive meaning. Information & Communication Technologies enable more users to gather simultaneously in virtual places (whether in the Internet or in other platforms) and interact.
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