Often service marketers can control the consistency of services by using equipment rather than people. Many services must be delivered by people, and success depends on strengthening the relationship between the service provider and customer. Service providers can offer a choice of delivery methods to suit individual customer needs. By Skill Level a. Skilled professionals can reassure customers about the quality of their services by stressing their educational credentials and licenses.
Professionals also have to follow strict rules about how to market their services.
Some professionals can point to advanced training or certification. Others can't prove their qualifications by talking about education or licensing. By Contact Level a. When customers use high-contact services , they have extensive interaction with service providers. Internal marketing is important because all employees have to collaborate to make customer contact pleasant and productive.