Introduction to Marketing Essentials

Professor Ashis Mishra

Personnel Differentiation

Better-trained personnel exhibit six characteristics. They are:

1. Competence: It states whether the employee has the right skills to serve
the customer.

2. Courtesy: It is the quality of politeness of the employee shown towards the

customer (whether the employee is polite enough).

3. Credibility: It refers to the trustworthiness of employees.

4. Reliability: It is the quality of consistency and dependability of the

employee. This is used as a differentiator for branding.

5. Responsiveness: This the quality of quick service coupled with sensitivity

while dealing with customers.

6. Communication: This shows whether the employee is able to communicate

the message and information clearly and adequately.

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