Final answer:
Service companies can differentiate their service delivery by focusing on having more capable and dependable customer-contact personnel, alongside leveraging intangible aspects that contribute to creating a brand image and influencing customer perception.
Step-by-step explanation:
Service companies can differentiate their service delivery by having more able and reliable customer-contact people. Service differentiation can be achieved through various means. A key method includes focusing on intangible aspects of the service that establish a distinct brand image in the minds of consumers. While physical aspects or location can be significant, intangible aspects like quality guarantees or satisfaction promises, exceptional customer service, and strong branding efforts are crucial. These elements help create a perception of distinctiveness that influences buyer choice, much like advertising can shape preferences for products like ketchup, mayonnaise, beer, or cigarettes, despite similar tastes. Product differentiation may not solely depend on the actual product or service but significantly on the customer's experience and perception fostered by the company's efforts.