Background of the StudyDirect selling is a great example and an interesting business option that we can get into, but unlike the trends we are seeing these days This has been around for a while. for a long time and has captivated people from all walks of life. Industrial businesses may have received bad reviews due to scams and unscrupulous people or companies, but they are still a feasible choice for earners who want to supplement their daily income or for those who want to run their own business , but with the support of an established company and its wide range of products. Direct sellers interact with their customers as friends other than just business associates; they can often demonstrate business friendship toward their customers by offering them companionship, emotional support, and instrumental support (Prince and Arnould, 2008). Consumers benefit from direct selling because of the convenience and service it renders, including personal demonstration and explanation of products, home deliveries and lavish satisfaction guarantees. Additionally, direct selling provides a distribution channel for companies with innovative or distinctive products that are not readily available in traditional retail stores, or cannot spend to compete with the enormous advertising and promotion costs. associated with saving space on retail store shelves. Direct selling strengthens the retail distribution infrastructure of the economy and provides consumers with a positive foundation of quality products. Today, a continuous variety of products are distributed using the direct sales business structure, as well as vitamins, weight loss aids, maintenance products. , clothing, jewelry, home decorations, kitchenware, legal insurance, travel services and...... middle of paper ...... collect information on market demands and exchange it between organizations with the aim of improving the quality of service. Researchers and managers thrive on learning details about the components of service quality in their organization for the obvious reasons of customer satisfaction and increased profitability. Rosenbaum (2009) mentioned that service providers with high customer contact would frequently provide additional services in the form of companionship, emotional support, and instrumental support to their customers. It is essential that organizations recognize that consumers have options and seek out companies that understand and meet their most intimate needs. By providing customers with the type of service and quality of service they need and expect, a business can improve its chances of meeting or exceeding its net business goal...