Literature Review Related Literature On Customer Service

The customer service personnel should be in a position to acknowledge their clients and pay attention well to whatever they say and put into practice active listening. They should also give a chance to the customers to respond to the services the company offers perhaps through the enterprise’s website. For any company to prosper, good customer relation is paramount in building a loyal

Customer service involves a consideration of what is needed to treat the customers in a desirable

Service quality is referred to a valuation of how good a delivered service meets the customer’s expectation. Upper management

Customer service is a term which means a measure of how well products and services meet or exceed the customer's expectations. It is important to have this within a business as it creates a good relationship with the client and you gain their trust, It increase customer life time value and retains customers to stay with your company and have repeat sales. Having good customer service will also reduce negative feedback such as bad words getting around about the company.

The customer service is the ability of skilled employees, to provide products and services to their internal or external customers, to satisfy their needs, apparent or not, to enjoy an advertisement by word of mouth that will bring positive new buyers.

Customer service is the most important aspect of any business. Without an adequate relationship with its consumer base, a company is at an enormous disadvantage.

Customer service is the most important aspect of any business. Without an adequate relationship with its consumer base, a company is at an enormous disadvantage.

Customer service must satisfy the needs of the customers to ensure a service companies’ quality is maintained.

The organisation and its individuals provide products and services to meet the expectations of its customers. Customer Service applies to all types of customers, these include; individuals, groups, people from different cultures and people with specific needs.

Source : Adapted from A. Parasuraman, Valerie Zeithaml, and Leonard Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall 1985)

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

Traditionally, Service quality can be portrayed as the result from client comparison between their assumptions about the service they will use and their insight about the service company. That implies that if the insight recognitions would be higher than the desired the service will be considered as fabulous, if the desires rise to the insight observations the service is viewed as great and if the desires are not met the service will be viewed as awful. For a service to be considered as good the organisation is required for making customers satisfied and service quality should be associated with customer perceptions and expectations. (Carlsson, 2010)

The culture of commercial service has always been very important for the commercial activities for clients - buyers and traders, but in today's increasing competition this importance is increasing. Customer service is a set of activities ensuring the sale of goods and services to consumers. It affects all aspects of the businesses. It has to do with the manufacturing of products or preparing of the services, their supply, transport and the maintenance with the goal to satisfy customers' requirements. Customer service is the final stage of marketing and it summarizes the results of marketing activities. If manufacturers and retailers are not interested in customer service and what are the requirements of their customers, they will not be able to sell their goods and services and to realize optimal sales as the competition is doing. Successful implementation of customer service means winning and retaining customers, achievement of higher sales and income from them in long-term perspective, return on initially invested capital.

Sureshchandra, Rajendran and Anantharaman (2002) identified five critical aspects of service quality from the customers point of view namely core service/service product, human element of service delivery, systematisation of service delivery, tangibles of service and lastly social responsibility in order to conceptualise service quality. Table 1 will further provide an explanation to the five critical aspects of service quality as outlined by Sureshchandra et al (2002).

2. Literature Review 2.1 Previous Theory on Service Quality and Customers Satisfaction Parasuraman et al., (1985, 1988) proposed service quality model for the first time and they said service quality can be measure through functional quality dimension which has five components (tangibility, reliability, responsiveness, assurance, empathy). This model identifies the gaps of service quality of the service organization which describe five gaps during the service expectation till the actual service delivery. First gap is the service providers do not know what the expectations of the customers about the service. Second gap is the service provider does not recognize the standard of service that customer expect. Specifications of the service and delivery of service is the third gap. Forth gap is related with delivery of the service. Last and final gap is the customer’s expectation about the service and the perceived service. In latter part Haywood-Farmer (1988) mentioned that there are three important attributes in a service quality for instance (1) physical facilities and processes (2) people’s behavior (3) professional judgment. However, Brogowicz et al., (1990) developed a model for