The topic of quality in customer service continues to be of high priority but extremely complex to variate due to its contextual nature Lorenzo, et. al., 2010. First and foremost how do we determine a standard for good customer service in a specific industry based on customer surveys alone? To build on one platform of customer service the author looks at consumer retention as well, in the attempt of establishing a relationship between the two variables. Customer service management (CSM) computer models are able to track consumer activity with more accuracy due to reward programs with loyalty cards and consumer history databases.
The combination of the two concepts build a better model for researchers looking at both CSM, and customer survey score cards. The customer surveys create data mines for managers that are looking to observe and react in the consumer experience Lorenzo, et. al., 2010. Variables on the score card usually are consistent with the likes and dislikes of the consumer experience including; product selection, cleanliness, check out, customer service, and ease of finding the items they needed Lorenzo, et. al., 2010.
Establishing a relationship between quality and consumer retention is constant in customer relationship germinal Lorenzo, et. al., 2010. Even further the idea of customer expectation being apart of the consumer experience is supported by empirical evidence. A brand responsibility includes its active ability to relay the product or service information contents, and where the tangible or contrast provision can be found. A store, company, entrepreneurs, or business opportunity includes its ability to facilitate a point of transaction and all other consumer experience variables surround the point of sales.
Reference
Lorenzo, L., Foley, S., Dipp, J., Lane, S., & Minh, L. (2010). How service quality affects customer loyalty. Allied Academies International Conference: Proceedings Of The Academy Of Information & Management Sciences (AIMS), 14(1), 49-53.
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