M.Com. (Enterprise Management) / This study is concerned with the marketing of dental services in South Africa. The past, present and future, with special reference to the role of the Dental Association of South Africa and the dentist in private practice. The distinguishing characteristic of every profession is a very long tradition of service to mankind. Significantly it is this ethos which today has given impetus to the need to develop marketing skills to sustain and further the socially valuable aspects of the professions' service. In the past there was massive resistance by professional people to the concept of marketing. Primarily it was fear of the unknown. It was a basic misunderstanding of what marketing is and an alarm at the twin thoughts of what it might be and what It might do. There was a fear that marketing is advertising and that the high cost of advertising will be exacerbated by the need to cut fees to gain promotional advantages. Reduced fees will mean trimmed service and a consequent drop in professional standards. All of this will be ruinous to the professional and worse, will damage the dignity that underpins the professional ethos. Marketing is not only perfectly compatible with the professional ethos but in many ways is to be regarded as a professional responsibility, it follows that universities and the teachers of aspirant practitioners should accept marketing principles and acquaint themselves with marketing practices. It is important for the dentist to have a fundamental knowledge of the principles of marketing and the legal aspects that restrict the freely use of all the tools of marketing. Since marketing is based on an understanding of consumer behaviour this is a very important study. Today, more than ever, businesses are looking for a competitive edge, a strategic uniqueness to distinguish themselves from their competition. One strategic route is emerging as the answer, namely customer satisfaction, through the principal factor of customer service quality. Understanding customer expectations is a prerequisite for delivering superior service...