Companies are finding it more difficult to demonstrate product superiority or product differentiation over competitors. Customer service is an area that offers almost endless opportunities for developing superiority and differentiation. The ideal relationship is one where the customer feels that he or she is receiving the desired quality and customer care. Customers know what they mean by desired quality, and the marketer needs to find this out and translate the concept into the required goods and services. Desired quality does not necessarily mean the most…

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