Chapter 10. Customer Service Decisions


Customer service is a set of activities that retailers provide to make the shopping experience more rewarding for customers. These activities not only increase the value the customers receive from the merchandise or services, but also generate positive word-of-mouth communication which attracts new customers.

Goods + Services = Price

Customer service, if used strategically, can provide a competitive advantage to the shop and enhance the retail offering. The extent of customer service to which a retailer provides is determined by:

• The retailer’s objectives

• The type of merchandise

• The customers

A Service ...

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