In today's competitive market, the purpose of a firm should be read as “creating loyal customers”. Therefore, for sustainable competitive advantage, a firm should be able to create and retain customers. One of the necessary conditions for this is that a firm's offerings must be able to meet customers' needs and wants. For product planning and development, a firm needs to know what customers want from a product. The objective of this paper is to analyze the notion of customer satisfaction and to discuss the viability of quality as a source of sustainable competitive advantage. Further, how a well‐known quality technique can be adopted for use in service environment and for development of customer focused service is also demonstrated.
Retraction notice: The publishers of Journal of Service Theory and Practice (formerly known as: Managing Service Quality: An International Journal) wish to retract the article “Developing customer oriented service: a case study” by Z. Rahman which appeared in Managing Service Quality: An International Journal, Vol. 14 No. 5, 2004.
It has come to our attention that a large proportion of this article is taken, without attribution, from an earlier article: Bhattacharyya, S.K. and Rahman, Z. (2004), “Capturing the customer's voice, the centerpiece of strategy making: A case study in banking”, European Business Review, Vol. 16 No. 2, pp. 128-138, https://doi.org/10.1108/09555340410524238.
The Journal of Service Theory and Practice submission guidelines make it clear that articles must be original and must not infringe any existing copyright. The publishers of the journal sincerely apologize to the readers.
Rahman, Z. (2004), "Developing customer oriented service: a case study", Managing Service Quality: An International Journal, Vol. 14 No. 5, pp. 426-435. https://doi.org/10.1108/09604520410558029
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