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Understanding the Concepts of Customer Service Research Objectives 1Gain a better understanding of the concept of customer service in todays retail industry 2Determine the misunderstandings of customer service in the marketplace 3Find ways to improve customer service Research Questions 1How do customers perceive overall customer service in regards to the retail industry 2What measures are providers of customer service presently enforcing to ensure excellent customer service 3How can retail stores meet and exceed the expectations that customers have in terms of service in a more effective way Background Search In order to truly grasp an understanding of the concept of customer service determining those crucial moments in the retail industry that could make or break a long lasting relationship with new or old customers is crucial This way we can better understand customers expectations and determine where the retail provider has failed to meet the needs and expectations of customers Previous studies have been able to link a service-oriented business strategy to improved customer satisfaction loyalty retention and market share If a company can focus its attention on the customers needs rather than solely the product the company will improve their overall relationship with their customers It was also suggested that full-time employees could more readily answer and meet the customers questions and demands This is due to the fact that they tend to have more experience and they have more opportunities than part-time workers to become familiar with clients Furthermore it was also found that with todays global market front customers are beginning to demand more Therefore retailers must return their focus to the customer and not on the investor if they want their company to succeed in the long run Methodology - Focus Groups and Interviews Respondents In order to answer the research questions two surveys were created One was administered to customers and the other one
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