This paper compare two books "The Myth of Excellence" by F. Crawford and R. Mathews and "Branded Customer Service" by J. Barlow and P. Stewart, which address the complex customer service issues.
Written in 2008; 1,550 words; 2 sources; APA; $ 50.95
Paper Summary:
This paper states that Barlow and Stewart's "Branded Customer Service" does an adequate job of exploring the relationship between customer service and branding; however, Crawford and Mathews' "The Myth of Excellence" is a much more insightful and provocative study of advanced service management today. The author points out that Barlow and Stewart state that, in order to add value to a brand, the modern business enterprise must focus first and foremost upon customer service. The paper relates that Crawford and Mathews study the importance of customer service from not only a business perspective but also a cultural, social and psychological context. The author stresses that the central concepts of Crawford and Mathews are the values, which they argue, consumers are seeking in their relationships with modern businesses: clarity, ease, certainty and trust.
From the Paper:
"Consider, for example, the common business practice of "high-low" pricing to sell new inventory at a higher price, and they radically discount it at sale prices later. The authors note that consumers began to become "suspicious" of this pricing strategy in the 1960s so that today: "The real problem with the traditional high-low method of pricing is that consumers simply don't trust it. They don't feel they're being rewarded at the lower sale price but, rather, that they're screwed at the higher regular price." The authors use this insight to explain the extraordinary popularity of the Every Day Low Price philosophy of the most successful retailer on the planet: Wal-mart."
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