“Customer service is a critical element of services marketing. In services companies, customer-contact employees serve as the face of the company to the consumer. Therefore, it is reasonable for these companies to mandate that customer-contact employees act “happy” when they are on the job as this is what they are hired to do”. Rather than saying that customer service employees should act happy because the management requires them to be, it would have been better to motivate the employees to be empathetic. Internal marketing means the services company must keep their employees to be motivated to be customer oriented. ...
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