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Secondary Data Review of SERVQUAL Studies Doug Hass RES341 Ms Janine Garrard 4 February 2004 Customer Service and its Effects on Customer Retention at ImageStream Executive Summary of Original Proposal ImageStream Internet Solutions Inc is a privately held company in its 9th year of operation ImageStream engineers manufactures and distributes Linux-based routing products for network and Internet applications ImageStream products are used by Internet service providers ISPs governments schools and businesses in more than 75 countries around the world As ImageStream moves toward its next decade market forces require it like most high technology companies to be fast and responsive ImageStream faces a competitive marketplace differentiated increasingly less by features and functionality and more by quality customer service and customer retention management The study and development of customer service techniques and customer retention management programs has blossomed into its own industry This increasing focus on customer satisfaction is not surprising given the positive correlation between happy customers and successful companies illustrated in countless marketing research studies This paper highlights SERVQUAL research related to the framework of service quality the positive and negative impacts of service quality and the effect of favorable and unfavorable customer intentions on perceived quality This paper will examine research conducted by the original SERVQUAL authors as well as follow-on studies commenting on the original methodology The references enclosed include a summary of all references used in researching this project whether or not they are quoted in this particular paper in the series Background This paper examines customer retention at ImageStream from the context of customer service quality As a company seeking to build market share and maintain a burgeoning customer base ImageStream focuses on customer retention as a key component in remaining viable in the market Weinstein and Johnson 1999 recommend that companies like ImageStream should spend 75 of its marketing budget on customer retention strategies and to strengthen these relationships Once customers
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