The New Role of Service in Customer Retention
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 1 August 1994
Abstract
New research suggests that the role of service in customer retention is more critical than ever in the 1990s. The Forum Corporation recently embarked on a large‐scale research project in North America, Asia and Europe to find out how today’s customers define quality in relation to sales and service. Describes the initial findings about service, and their implications for organizations. One of the main conclusions is that service needs to become a collective organizational responsibility rather than the function of a single department.
Keywords
Citation
Potter‐Brotman, J. (1994), "The New Role of Service in Customer Retention", Managing Service Quality: An International Journal, Vol. 4 No. 4, pp. 53-56. https://doi.org/10.1108/09604529410065298
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited