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Customer service as a component of retailing strategy

Date of publication: June 15, 1989

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: David Walters

Abstract:

This paper considers the issues involved in developing a customer service strategy concurrently with the overall strategy for the business. It takes the view that customer service is as important a component of the retail offer as is the merchandise assortment or the trading environment, possibly more so. An effective approach to customer service is to develop a corporate philosophy towards customer service and to build this into the culture of the company.

David Walters

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Citation

Walters, D. (1989a, June 15). Customer service as a component of retailing strategy. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/research-as-a-customer-service