Selling and Sales Management in Action: Service Quality and the Sales Force: A Tool for Competitive Advantage

Abstract

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. This article focuses on the link between personal selling and service quality, and demonstrates how one firm utilized a measure of service quality as a diagnostic tool in managing its sale force. Additionally, the article shows how the same firm used a competitive service quality assessment to gain insights into its competitive position.