_________ marketing describes the employees' skills in serving the clients.
Interactive
Services marketing is described through a triangle of three linked marketing tasks - external, internal and interactive - each connecting a different pair among the company, its employees and its customers.
Interactive marketing describes the employees' skill in serving the client. It refers to what happens at the point of contact between the service employee and the customer, the service encounter itself. In services the buyer judges quality not only by the technical result but by how the service was delivered, so the employee's competence, courtesy and responsiveness during that interaction are themselves part of the marketing.
External marketing is the work the company does towards its customers - pricing, distributing and promoting the service - which prepares and communicates the promise. Internal marketing is the company's work towards its own employees, training and motivating them so that they are able and willing to serve customers well; it enables good interactive marketing rather than being it. Relationship marketing is the broader strategy of building long-term ties with customers. Only interactive marketing names the service encounter itself.
Hence the term describing employees' skill in serving clients is interactive marketing.
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