Abstract:

The purpose of the article is to present the impact and the role of sale personnel and the pursued quality strategy in the customer service process on the customer's behaviour and processes of making purchase decisions. The identified dependencies may exert a significant impact on activities undertaken with respect to the formation of future customer relations and their nature, with special attention given to the context of the service process quality and sale personnel who carries out such process. The article is a concept study based on the results of a literature search query, experiences deriving from cooperation with the sector of small and medium-sized enterprises and the author’s own studies on the management of relations with customer capital in the sector of small and medium-sized enterprises. The original feature of the article are recommendations pertaining to the feasible scenario of operation and the proposed model of management with respect to sale personnel and service process quality, enhancing creation of values for customers via efficient marketing strategies implemented in the area of customer servicing.