ABSTRACT
Personal services. Companies or individuals engaged in rendering personal services deal directly with individuals every day: Therefore they have to be highly sensitive to personal wishes, personal desires, personal attitudes, and personal tastes. The individual buyer, on the other hand, is sensitive not only to the quality of the service being rendered but, even more important, to the employees who are rendering the service. First impressions, personal likes and dislikes, the tone of the voice, and the expression of cooperation and courtesy are very important.
