These involve all those concerned with the service-either directly or indirectly. For example-consumers, employees, workers, middlemen, etc. In services, the production and consumption of the service happen together and are inseparable. Therefore, the consumer experience is directly proportional to the effectiveness of the contact employees providing it. Typical examples can be- nurses, hair dressers, teachers or trainers. Thus, it is essential that the firm pays attention to the training and overall development of its personnel as it will be these people who will be the production and delivery centre at the consumer end.