Personalized Customer Service and its impact on the bottom line

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ABSTRACT

Personalized customer service is a very essential tool that every marketer has to use to make sure that he serves the customer in the best possible manner. Personalized customer service allows the marketer to make a positive impact on factors like customer satisfaction, customer loyalty and finally, sales. This leads to the increase in market share of the firm.

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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TABLE OF CONTENTS

ABSTRACTII

ACKNOWLEDGEMENTIII

DECLARATIONIV

CHAPTER 1: INTRODUCTION1

1.1 Introduction1

1.2 Problem statement2

1.3 Research questions and hypothesis2

1.4 Significance of the study3

CHAPTER 2: LITERATURE REVIEW4

2.1 The Concept of Service Quality4

2.2 Customer Satisfaction4

2.3 Customer Loyalty5

2.4 Satisfaction and Customer Loyalty5

2.5 Relationship between Service Quality and Customer Satisfaction7

2.6 The Relationship between Service Quality and Customer Satisfaction8

2.7 Customer Relationship Marketing - Loyalty9

CHAPTER 3: METHODOLOGY11

Quantitative Data Analysis11

REFERENCES13

CHAPTER 1: INTRODUCTION

1.1 Introduction

Service is understood by different people in completely different ways. For some, service repair shop and an elderly woman in a faded dress in a box marked "Customer Service" in the center of the shop floor, with complete indifference in responding to questions and complaints from customers. For others - memorized greeting "I wish you all good," this says obediently staff. For others it is easy return policy goods and service culture. Some managers are considering service as a bonus, i.e. as additional unpaid services, which the company adds to buying exclusively from their own generosity (Bell, Seigyoung & Smalley 2005).

Many companies are investing serious money in improving the quality of care. But sometimes these investments bring minimal profit, if brought at all, because high-quality service becomes a competitive advantage only when the impact on their purchasing decision, customers are able to notice an improvement.

For example, reducing the time for execution of the contract of group insurance, accident and disease is less impact on the customer's decision to buy than the reduction in time to issue an insurance check. Reduced time pricing from 1 day to 4 hours cannot be compared with the provision of services online that potential client can take advantage of calling the company. Hence, learn what your customers want, that is, they understand good service.

One thing is certain: representing clients on quality service today is radically changed. Today, this definition includes a convenient location, wide range of products, leadership in product group and speed, and sometimes competitive prices.

However, the deep nature of the service remained unchanged. People want from employees of courtesy, product knowledge, support and enthusiasm.

Quality service involves the concentration of all resources and all employees on customer satisfaction, i.e. employees, not just those who directly communicate with the client - ...