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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