364 Services Marketing
Integrating the Phases
In the service-interaction process, the phases need to be integrated e ectively
so that the phase-to-phase delays, communication gaps and ow errors can be
either eliminated or minimized. Continuous research is necessary to identify
service gaps and also to take measures at the right time to eliminate the gaps.
ENHANCING EMPLOYEE PARTICIPATION
Service companies should initiate appropriate measures to promote e ective
employee participation in service encounters. Besides the e ective internal
marketing and issues discussed earlier in this chapter under employee par-
ticipation, the companies need to train employees particularly on interactive
communication skills and transactional analysis. Int