Enhancing customer service and organizational learning through qualitative research

Peter R.J. Trim (Lecturer in Management at Birkbeck College, University of London, London, UK. He teaches a number of marketing courses at undergraduate and postgraduate level, and is currently undertaking research into corporate intelligence and national security)
Yang‐Im Lee (Lecturer in the School of Business and Management at Brunel University, Uxbridge, UK. She is a marketing specialist and is at present researching various aspects of marketing strategy and international management)

Qualitative Market Research

ISSN: 1352-2752

Publication date: 1 December 2004


In order to develop a sustainable competitive advantage in the knowledge based economy, senior managers need to ensure that customer relationship management is placed within a clearly defined organizational culture that embraces organizational learning. Senior managers are required to exhibit a proactive approach to leadership that results in creative solutions being found to solve complex problems. Open communication reinforces the decision‐making process and allows mutually based partnership arrangements to develop. This being the case, the network approach to business development can be viewed, as collectivist in orientation and this should allow partnership arrangements to be developed through time.



Trim, P. and Lee, Y. (2004), "Enhancing customer service and organizational learning through qualitative research", Qualitative Market Research, Vol. 7 No. 4, pp. 284-292. https://doi.org/10.1108/13522750410557094

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