Impact of Communication During Service Encounters on Customer's Perception of Organization Image (Report‪)‬

Introduction Communication is a dynamic, unending, and non-linear process. 'It is a process in which interrelated elements work together to achieve a desired outcome or goal' (Barker 1984). We are exposed to innumerable bits of information, ideas, and thoughts which we process, evaluate, and store. This daily stimulus changes us to some extent on a regular basis. The recipient becomes the communicator and this cycle is repeated over and over again. In the context of service delivery, this is quite appropriate as 'services are seen as processes co-generated together with the consumer, and all contact-points between the consumer and the service company are moments-of-truth' (Gronroos 1987).