CUSTOMER service is a communication process in which an organiza-tional representative presents products or professional assistance inexchange for another individual's money o_r cooperation. The organizational representative, commonly labeled a service provider, may perform any of a variety of roles, such as cashier, food server, bank teller, receptionist, physician, nurse, lawyer, counselor, hairdresser, flight attendant, bartender, salesperson, teacher, or consultant. The other service participant, commonly labeled a customer, may be any consumer, patient, student, client, shopper, caller, diner, or passenger to whom the provider offers products or assistance. The customer may even be a member of the same organization-an "internal customer"-such as an employee served by a payroll clerk, a manager served
Correspondence and requests for reprints: Wendy S. Zabava Ford, Department of Communication, Western Michigan University, Kalamazoo, MI 49008.