Service quality enhances customer satisfaction.
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Date
2003
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Abstract
The main driving force behind the increasing interest in delivering service quality, is the need to keep customers satisfied and loyal. Companies are realizing that it's far more profitable to service existing customers than it is to develop new ones. As a result, they are doing all they can to strengthen and foster customer relationships. This, in turn, has led to the need for more innovative service quality strategies. Knowledge of one's customers is an important factor. The more information a company has, the more targeted their marketing can be and the better able they are to serve their customers' needs. This research dissertation is aimed at identifying the strategies that contribute to delivering quality service that leads to customer satisfaction and eventually client retention. It evaluates the benefits of the human, work process and technological dimensions and determines what actions are required by The Company to improve the levels of customer service. Based on the analysis, the gap between the current service expectation of The Company and service delivery by The Company urgently needs to be reviewed in light of customer satisfaction and customer retention. The guiding principle at most companies today is to develop systems to economically produce goods or services that satisfy customer requirements. To carry this out effectively requires a companywide quality improvement program.
Description
Thesis (MBA)-University of Natal, Durban, 2003.
Keywords
Consumer preferences., Customer satisfaction., Theses--Business administration.