Improving Customer Service Term Paper by Master Researcher

Improving Customer Service
A discussion on the significance of customer service for the organization.
# 35468 | 2,400 words | 9 sources | MLA | 2002 | US
Published on Oct 07, 2003 in Business (Management) , Business (Consumer Behavior)

$19.95 Buy and instantly download this paper now


This paper focuses on customer care and loyalty as the basis of future business organizations. The paper discusses how companies that are able to identify their customers, know what their customers want, and exceed those expectations are successful in that they are able to retain their existing customer base as they proceed to expand market share. The paper then presents recommendations for businesses to create support systems that ensure their front- line staff maintain a level of performance and customer value that leaves competitors far behind.

Relationship Marketing
Service Chain
The Customer Loyalty Connection
The Net Connection

From the Paper:

"In service encounters, customers often participate in the service' s production and are directly exposed to a company's operating systems, practices, and policies. There are many opportunities for a fairness breakdown when customers visit the service factory. When fairness becomes an issue, customers' responses frequently are intensely positive or negative. When customers believe they have been treated unfairly, their reactions tend to be immediate, emotional, and enduring. Studies substantiate that fairness has a significant impact on customer satisfaction.(2) The intensity of customer responses to service failures involving unfairness usually will be stronger than for those service failures without a fairness connection. For example, a pharmacy customer whose transaction is interrupted because the pharmacist answers a telephone call and responds to the caller's many questions is likely to react differently than a customer kept waiting because the pharmacy's computer system shuts down. Typical reactions to unfair treatment are surprise, disappointment, anger, and indignation. Service firms are vulnerable to retaliation by these customers, who may act to get even (by criticizing the company on the Internet, switching to a competitor, or complaining to a regulatory agency). (Conway, 1997)"

Cite this Term Paper:

APA Format

Improving Customer Service (2003, October 07) Retrieved August 09, 2020, from

MLA Format

"Improving Customer Service" 07 October 2003. Web. 09 August. 2020. <>