The dependence of service quality on the quality of the buyer-seller communication during the service encounter is referred to as ________ marketing.

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The dependence of service quality on the quality of communication between buyer and seller during the service encounter is the foundation of interactive marketing. Interactive marketing is focused on creating a dialogue with customers and providing them with a personalized experience through communication and collaboration during the service encounter. This approach is especially important for service businesses where the quality of the interaction between the customer and the service provider is a critical determinant of customer satisfaction and loyalty.

The Dependence of Service Quality on the Quality of the Buyer-Seller