Effect Of Employees On Customer Perception Of Service Brand

The fundamental differences between goods and services pose a challenge on developing an effective advertising strategy, this has led many scholars to recommend treating services differently and discussed the importance of communicating the relationship of tangible assets to service operation in order to make the service visible to the prospective customers. The presence of employees in advertisements has been highlighted as an example. This study offers a practical insight into academic theories and its practical implications, citing various examples, the authors suggests that frontline staff plays a crucial role in building the service brands, from their conduct, corporate uniform and courtesy, subtle messages about the brands are being passed across to the customers. Though with effort from the head office corporate communication team creating advertisement, front line employees needs to be made aware of their position and the need to complement the overall service brand.

Keywords: Service, Brand, Advertisement, Employee, Staff

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