Abstract

The marketing communication-human resource management relationship and its implications for customer satisfaction is investigated through a conceptual analysis of the Service Profit Chain, Expectancy Disconfirmation Theory and the Conceptual Model of Service Quality. It is suggested that service organisations focus on four particular areas that will enable them to close the customer expectations-service quality gap. Firstly, organisations should develop their market segmentation strategies within the context of the implications of these strategies for other functions in the organisation; particularly service delivery and the management of human resources. Secondly, marketing communications should, in general, focus on the more reliable tangible aspects of the product as opposed to service aspects. Thirdly, customer service should be used as the basis for exceeding expectations at the point of service delivery. Promotional promises about service quality should be considered very careflyy. Service based differentiation strategies should be established on precise, distinctive and achievable concepts of service quality which should be clearly understood by all service delivery staff. Fourthly, organisations should develop a service quality based approach to managing the human resource where service excellence is the performance standard and where policies and practices are designed to be consistent promotional promises and the needs of the market segment.