Customer Service Excellence - Essay Example

Only on StudentShare

Extract of sample
Customer Service Excellence

This gradually led to the awareness that employees are the contact point and they need to be fully taken care before expecting them to take care of the customers. This gave rise to the term internal customers (employees) and hence the term internal marketing or IM came into existence. Today organizations use different techniques to keep the internal customers happy as a long-term strategy. Internal marketing, according to Kotler (1991) includes successful hiring, training, motivating and remunerating able employees (cited by Vella, Gountas & Walker, 2009). Thus to achieve the service quality the internal customers should be developed effectively first. It is assumed that effective internal marketing will lead to employee satisfaction which in turn impacts the service quality. If the staff are friendly, helpful and generally agreeable it influences customer views of service quality. Internal marketing (IM) is viewed as the application of all external marketing orientation philosophy to all internal organizational and HRM processes. IM is the activity that connects internal customer or employees with all external service activities. Employees are not merely part-time marketers but they are the first set of customers that need to be satisfied fully. IM was considered as a possible solution to the challenge of delivering consistently high service (Khan & Matlay, 2009). ...
Download paper

Summary

Customer service has always been the prime concern of most marketers but in the wake of economic downfall, this has gained more importance. This is because costs have to be contained while service cannot be compromised with. Besides, one satisfied customer translates into more customers…
Author : albertabartell

Related Essays

What is Customer Service Quality?
For Lucas (2005, p.4), customer service means the employees’ capacity to provide both their external and internal clients such satisfactory products and services. Once customers are satisfied by the products and services of the company, Lucas (2005, p.4) added that it leads to convincing word – of – mouth which then causes a good business return. In terms of having a customer service of quality, quality of service is defined by Parasuraman et al. (1985) as a satisfaction outcome between the actual service rendered by a certain organization and the expected desired service of the customer...
9 pages (2259 words) Essay
Service Quality and Customer Satisfaction
Customer satisfaction is the outcome felt by those who have experienced a company’s performance that met or exceeded their expectations. Some researchers highlighted the importance of customer satisfaction and do see that customer satisfaction has a positive effect on organization’s profitability. Evidence also shows the positive connection between customer satisfaction, loyalty and retention. Customer loyalty refers to a deeply held commitment to re-buy a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching...
10 pages (2510 words) Research Paper
Airline Customer Service
With the many options that are in the travel market today, airline customer service has to be top notch in order to gain repeat customers. Needs and expectations of the customers Airline customer services have deteriorated in the recent years due to growth of the travel industry. There has been lack of amenities. The airlines use the 9/11 events as reason for their actions by justifying it as economical necessity. Further implementation of newer technology for security screening has added to the frustration of the customers. There is also the matter of the employee and customer relation. This...
3 pages (753 words) Research Paper
Today, Organisations Need no Longer Concern Themselves with Service Quality, Satisfaction and Customer Loyalty
In essence, values are those principles that govern the existence, purpose and overall activities of an organization. Therefore, every organization is governed by certain principles that constitute its value (Cahill, 2006, 34). Value is a broad concept that underscores the inherent essence of an organization or in simple terms value underscores the organizational personality and moral fibre. As a result, value is of great importance in determining the efficacy of a corporation and has often been described as the key to organizational success in modern times. The evolution of organizations has...
12 pages (3012 words) Essay
A Crisis of Trust: Importance of Customer Service Excellence in Establishing Trust
By definition, customer service is the ability of an employee to deliver the product or service in the fastest yet most professional manner (Churchill & Frankiewicz, 2006). In relation to definition, many businesses and corporations may be aware of the importance of customer service to business transactions, but only few are cognisant of the aggregate impact of customer service. According to Jackson (n.d.), financial services in the United Kingdom have gained the highest loss of customers due to their poor customer service. Many of their customers end up transferring accounts to the...
8 pages (2008 words) Essay
customer services
Purchasing, product quality and product manufacture may never interact or talk to clients directly, yet they are crucial aspects in meeting the needs of the customers. If a business wants to deliver costly goods that, does not work and make late delivery, this affects consumer service in the same way as the effects of rude sales representative will do. The entire business should consolidate its efforts to offer adequate and effective customer service. The paper will investigate different ways of enhancing customer service to enhance the profitability of an enterprise. Discussion In a bid to...
4 pages (1004 words) Essay
Impact of service quality on customer satisfaction and customer loyalty an application on the banking sector
With the aim to evaluate the impact of service quality and customer satisfaction on customer loyalty, three objectives were set in Chapter I. Based on a qualitative approach, only secondary data has been used for this study. With customer loyalty as the dependent variable, three independent variables – perceived value, service quality and customer experience have been considered in this study. The study finds that certain dimensions of service quality directly impact customer loyalty - reliability, empathy, responsiveness and assurance. Staff training is thus of importance in delivering...
40 pages (10040 words) Dissertation
Got a tricky question? Receive an answer from students like you! Try us!