SERVICE QUALITY OF DIRECT SELLING COMPANIES IN DAVAO CITY

Background of the Study

Direct selling is a great example and a worthwhile business option that we can get into, but in contrast with the trends we see these days, it's been about for a long time and has captivate people from all walks of life. The industrial enterprises may have gotten a bad criticism due to scams and unscrupulous persons or companies, but it remains a practicable choice for employees who want to supplement their day-job income, or people who want to manage their own business, but with the support of an established company and its wide product range.

Direct selling salespersons interact with their customers as friends other than just business associates; they may often demonstrate commercial friendship to their customers by providing with companionship, emotional support, and instrumental support (Prince and Arnould, 2008).

Consumers benefit from direct selling because of the convenience and service it render, including personal demonstration and explanation of products, home deliveries, and lavish satisfaction guarantees. Furthermore, direct selling provides a channel of distribution for companies with innovative or distinctive products not readily available in traditional retail stores, or who can’t spend to compete with the enormous advertising and promotion costs associated with gaining space on retail shelves. Direct selling heightens the retail distribution infrastructure of the economy, and provides consumers through a positive basis of quality products.

Today, an nonstop variety of products are disseminated using the direct selling business structure, as well as vitamins, weight-loss aids, maintenance products, garments, jewelleries, home decorations, cookwares, legal insurance, travel services and th...

... middle of paper ...

...gather information on market demands and exchange it between organizations for the purpose of enhancing the service quality. Researchers and managers prosper for learning details about components of service quality in their organization for obvious reasons of customer satisfaction and increased profitability.

Rosenbaum (2009), mentioned that the high-customer contact service providers would frequently provide extra services in the form of companionship, emotional support, and instrumental support to their customers.

It is a paramount that organizations recognized that consumers have options and are looking for companies who understand and respond to their most intimate need. By offering its customers with the type or service and quality of service they need and expect a company can improve its chances of meeting or exceeding its bottom-line business goal.