The Selling of Services: A Comprehensive Model

George, William R.; Kelly, J. Patrick; Marshall, Claudia E.
August 1986
Journal of Personal Selling & Sales Management;Aug86, Vol. 6 Issue 2, p29
Academic Journal
The article presents the viewpoint that customer contact in a service firm is an holistic process which involves multiple functions within the firm. This means that the customer's cumulative experience of total contact with the service firm determines the buying and repeats purchase behavior. The customer's purchase experience differs between goods and services. In the purchasing of a good, the customer usually has contact only with the product and the person directly identified in selling the good. In contrast, the buyer of a service often has direct interaction with individual's in production, operations, physical resources, support functions and other customers as well as with the individual who is selling the service. All employees of a service firm who become involved with customers in any way are inevitably part of the marketing program, regardless of their functional responsibilities within the firm. These customer contact employees often play an important role in support of the personal selling efforts of the service firm.


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