Customer service as a component of retailing strategy

Date of publication: June 15, 1989

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.

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