9

professional

There are many communications tools can be used to support the personal selling effort

networks and relationships…

needs credibility

trust, commitment and loyalty

Company

Customers Employees

External marketing communications… Advertising Sales Promotion Public Relations Direct Marketing

Internal marketing communications…

Interactive marketing communications… Personal Selling Service Encounters Servicescapes

intangibility implications

The service is not separate from the provider

Meet customer demands when needed

Ownership implications…

Word-of-mouth Communications Personal needs Past experience

Expected service

Perceived service

Service delivery

Service quality specifications

Management perceptions of customer expectations

External communications to

customers

Gap 5

Gap 4 Gap 1

Gap 3

Gap 2

Gap 4 – Service delivery and external communications gap… consider promises