‘People’ in the services marketing mix applies not only to service personnel but also recognizes the role that other person – the customers play in service delivery.
Sometimes the role of the customer is an important part of the service itself, as in education, for example, where the students must follow the learning program or in car hire where the benefit — transportation — can only be achieved through the customer’s driving. In many services like this, participation of some kind is essential to derive service benefits.
Hence, service people are of two types:
