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It has been suggested that delivering superior service quality is a prerequisite for success in today's business environment. As a boundary spanner, the industrial salesperson plays a critical role in the service delivery process. However, little sales force research has focused on service quality. The link between personal selling and service quality is focused on, and it is demonstrated how one firm utilized a measure of service quality as a diagnostic tool in managing its sales force. Additionally, it is shown how the same firm used a competitive service quality assessment to gain insights into its competitive position.
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C. David Shepherd (1999) studied this question.
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