Reports on research by the Society of Consumer Affairs Professionals and TARP Europe Ltd into the effectiveness of customer service as a marketing tool and whether companies are really as customer focused as they maintain. Classifies UK companies into three classes: those who deliver effective customer service; those who do not have any department or individual responsible for customer service and deal with it in an ad hoc manner; and those who fit between these two. Concludes that in the UK there is some way to go before companies actually achieve the levels of customer service which they maintain they have already reached. Proposes that when this is attained, companies will be in a better competitive position.
Nicolson, J., Kemp, J. and Linnell, P. (1996), "Does the rhetoric of customer service match the reality?", Managing Service Quality: An International Journal, Vol. 6 No. 3, pp. 6-9. https://doi.org/10.1108/09604529610115795Download as .RIS
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