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Conducting Customer Service Audits

Eberhard Scheuing (Professor of marketing at St. John's University. He earned his M.B.A. in management in 1964 at the University of Munich and in 1966 earned his Ph.D. in marketing.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1989



Argues that customer service operations require independent, preferably annual, reviews which can becarried out via a customer service audit. Explains that such an audit can serve as an early warning system to identify any emerging problems before they become serious. Identifies the aspects which should be investigated in a customer service audit and suggests a five‐stage process which can be adopted. Concludes that the findings of an audit should be presented in a report and offered in a spirit of co‐operation, as they are designed to highlight opportunities for improvement and strategic changes rather than to fix blame.



Scheuing, E. (1989), "Conducting Customer Service Audits", Journal of Services Marketing, Vol. 3 No. 3, pp. 35-41.




Copyright © 1989, MCB UP Limited

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