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People and Service: Customers
Service and the Customer
A service organization has two potential types of customer: rst-time buyers
and repeat customers. The organization has an initial opportunity to impress
rst-time buyers through the quality of service. If suitably impressed,
the customer may become a repeat customer. Repeat customers not only
demonstrate loyalty, but also often act as unpaid advocates of the organiza-
tion’s service. Repeat customers, by denition, use a service for a second or
subsequent time. They will have prior experience of the service quality of
this organization, but perhaps also of the service provided by its compet ...