Customer (Travelers): The customers are the reasons that the Travel Company exists and for whom the company has designed the traveling and touring package as well as setup the infrastructure facilities and spent money on employee developments programs. Here the providers are the only ones who interact with the customers, like the travel agents interact with the customers and not with the company. The agents perform interactive marketing that is ‘on time, all time, and every-time. This is the most crucial of service marketing in the travel and tourism sectors. Those agents have the responsibility of ‘keeping promises’ made and enabled by the company. The providers (agents) are responsible for the perceived quality level of the service transaction. This underlines the uniqueness of service marketing.
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