The fact that most customers equate a service provider's employees with the service itself, rather than simply a salesperson (like you might expect in a traditional "goods" industry), demonstrates the importance of _____________, fill in the blank, in the service marketing mix.

In the process of rendering services to consumer, the people/ employees plays a significant role in the consumption of services. The satisfaction of customer is very paramount when providing services, therefore it is important for the employees or personnel that attends to the customers to portray what the organisation stands for. The means that the employees or people providing the service should be equipped with the right skills to ensure customer satisfaction. skills such as good interaction skills, adequate knowledge of the services been provided and aptitude for interpersonal communication are important skills that employee must possess to ensure that consumer satisfaction is attained.