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The Importance of Customer Service to Service Companies Essay Example

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The Importance of Customer Service to Service Companies

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The Importance of Customer Service to Service Companies. These frontline employees should be alert about any customer requests or demands, and determine what attracts customer’s taste and attention. The success of these employees in dealing with the customers can create a competitive advantage for the firm (Lovelock & Wirtz, 2007, p.In a restaurant, service employees or waiters can make or break the restaurant, so to speak. Whatever words or acts that destruct a customer’s appetite will destroy the image of the restaurant. Waiters are frontline employees who can capture the customer’s enthusiasm and loyalty for the restaurant (Lovelock & Wirtz, 2007). Employees who have face-to-face with customers should know what customers need. They should know how to hold to that personal relationship: the customer is not regarded as a customer but should be considered as member of the family, which means any need of that “family member” is immediately responded to.

This situation results into a unique relationship that may rebound into customer loyalty.In the years after the term quality became popular, managers focused on tracking operational quality and measuring other marketing activities. But well meaning marketers and researchers introduced the term SERVQUAL which measured the difference between probability and perceptions of customers, to dig deeper into service quality. To date, this subject of analyzing expectations and gap has remained a topic of discussion (Danaher & Mattson, 2005).In Lovelock’s concept, there are two types of service or product – the core product and the supplemental product or service. The supplemental one should enhance and support the core service so that the customer gets additional benefits from the core product. An example of this is quite inspiring on the part of customer. If the customer needs information, an enhancing service could be consultation. Hospitality can support order-taking. The sales force must be creative in providing service and this is the aim of flower service - to motivate and drive the customers to buy more of the product. Consumers are now well informed and experienced in determining quality or benefits of the product; they cannot be fooled. The main objective of the service should be to satisfy the customer.An example of flower of service is Starbucks’ strategy. This company serves a different of coffee. The brand of coffee has been Starbucks’ pride, but. The Importance of Customer Service to Service Companies.

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References

Danaher, P. & Mattson, J. (2005). Customer satisfaction during the service delivery process. European Journal of Marketing, 28(5), 5-16.

Desa, S. (2010). Competitive strategies in technology management. In H. Bidgoli (Ed.), The handbook of technology management: Supply chain management, marketing and advertising, and global management (vol. 2) (pp. 384-400). New Jersey: John Wiley & Sons, Inc.

Khan, M. (2013). Customers loyalty: Concept & definition (a review). International Journal of Information, Business and Management, 5(3), 168-191.

Kristiani, E., Sumarwan, U., Yulianti, L., & Saefuddin, A. (2013). Customer loyalty and profitability: Empirical evidence of frequent flyer program. International Journal of Marketing Studies, 5(6), 62-72.

Losbichler, H. & Mahmoodi, F. (2010). Metrics for measuring supply chain performance. In H. Bidgoli (Ed.), The handbook of technology management: Supply chain management, marketing and advertising, and global management (vol. 2) (pp. 194-205). New Jersey: John Wiley & Sons, Inc.

Lovelock, C. & Wirtz, J (2007). Services marketing: People, technology, strategy (sixth ed.). Retrieved from http://bschool.nus.edu.sg/Departments/Marketing/Jochen%20papers/sm6coverloyalty.pdf

Verma, H. (2012). Services marketing: Text and cases (2nd ed.). New York: Pearson Education Ltd.

Zhang, J., Dixit, A., & Friedmann, R. (2010). Customer loyalty and lifetime value: An empirical investigation of consumer packaged goods. Journal of Marketing Theory and Practice, 18(2), 127-139.

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