Customer Service

According to Webster, a customer is an individual or business entity that buys the product,

meaning they acquire it (legally, and probably but not necessarily, physically) and pay for it. Johns ( 1999) noted there were 30 definitions for the word ‘service’ in his dictionary whilst the Collins Dictionary (1998) provided 27 definitions. Thus, the concept of ‘service’ in a management context can be elusive and confusing. It can mean an industry or organisation, an outcome that has different perspectives by both service provider and customer such as the core product or product augmentation, product support such as after-sales service, and an act or process (Johns 1999, Woodall 2001). Sabath noted that “customers define service differently than suppliers and prefer a lower but more reliable service level than that currently offered” (1978 p.32).

Customer service as a process provides features or variables of customer service to meet customer needs, and customers who perceive a successful outcome of a service event achieve a state of customer satisfaction. Customers who are satisfied with a firm’s products or services from exceptional customer service will develop increased customer loyalty, make repeat and increased purchases, and enter long term relationships; all of which will improve corporate financial performance (Daugherty, Stank and Ellinger 1998, Emerson and Grimm 1998, Manrodt and Davis 1993). The concept of ‘customer service’ in terms of measurable physical performance was added as a key element of the marketing concept. That is, the marketing concept was broadened to include physical support performance of the product or service (1988 p.218).

The Importance Of A Customer Services Department

Build Loyalty

Having a stand-alone customer services department in the organisation will create loyalty with our customers. Running a customer-focused business helps organizations build a loyal customer base. This cannot be achieved by just stating that everyone in the...