Customer Service Development and Its Implementation from (HRM) Human Resource Perspective

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

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 academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Background1

Aims1

Business and Research Rationale1

Research Questions3

CHAPTER 2: LITERATURE REVIEW4

Theories related to Customer Satisfaction4

Customer satisfaction and Quality Service4

Research Studies in Customer Service Development6

Developing Customer Service7

Customer Loyalty8

The Human Resource Perspective10

Recruitment, Training and Development11

Benefits of Training & Development program16

Benefits for the person that impact positively on any Organization17

Employee Motivation Theories18

REFERENCES24

CHAPTER 1: INTRODUCTION

Background

Companies lose their place in the market when they ignore the customers'' needs and do not show any distinctive competence or unique capability. Many products wither away from the markets because a firm does not understand the changing market environment and importance of delivering values to customers. The customer never forgives those firms which indulge in squeezing money out of the pocket of the customer through tantalizing publicity. (Abiodun 2006 45)

Aims

This research aims to provide an insight and highlight the relationship between the implementation of Customer Service Developments and Human Resources (HR).

Business and Research Rationale

Sourcing, engaging and retaining talent are critical aspects of Human Resource Management and Likewise customers.

Most businesses spend more time and energy trying to find new customers than they spend retaining the customers they have. The logic behind customer retention is simple - it costs far less money to keep current customers happy than to spend much more money to recruit new customers. Loyal customers tell their friends about your business and will spend more money than new customers. (Adler 2008 10-42).

Effective customer service and customer relationship management to both internal and external customers will cause Human Resources department to be viewed as a strategic partner to management and staff.

In the 1990s, IBM conducted global research on the question, "What will keep CEOs and senior management awake at night as we begin the twenty-first century?" The study found that, regardless of the industry or geographic location, the most common response was a desire to generate a more customer-oriented culture or business vision (Adler 2009 235-260).

The value of Customer service cannot be over emphasized in the running of businesses and organizations. (Adler 2009 52-64) notes that “the difference between a successful business and unsuccessful one is the level of satisfaction of the customers that the lifetime revenue generating potential of satisfied customers should not be underestimated and they should be treated as assets of the business. They are the guarantees to the business organisation's future revenue inflows, reduced operating costs, higher margins and higher profitability”.

“If customers experience faults in systems, poor service from staff ...