Customer service as a component of retailing strategy
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.
- This could also be of interest