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Customer Service
R MACHADO (EDITOR)
In today’s globalised and digital world, consumers can move from one retailer to the next across the world at the click of a button. Online access and social media mean that consumers are more market savvy, more informed and more discerning than ever before. What brings them back is an enhanced shopping experience, and key to this is good customer service.
More and more marketers are focusing on retaining their customer base or trying to erode their competitors’ customer base through better customer service. After all, happy customers are repeat customers and become advocates for the business.
CONTENTS
• Understanding customer service
• Communication in customer service
• The role of physical evidence in
service
• Managing service failures and service
recovery
• Service system design
KEY FEATURES
• Technology use in service provision • Developing customer service staff
• Service quality and customer value • Customer expectations, perceptions
and satisfactions
• Customer experience management
978 1 48510 256 4 978 1 48510 485 8 2e 2014
200 PAGES
ZAR R419.00 ZAR R391.00
• Customer service as part of a marketing strategy
• The importance of verbal and non-verbal communication
• Quality, value, expectations and satisfaction, and why they form the
foundation of a service strategy
• Customer experience management and how to apply it to a business.
ABOUT THE EDITOR
Ricardo Machado is a senior lecturer at the University of South Africa (UNISA). His areas of interest are customer service, strategic marketing, sales management and marketing. He has contributed to various academic books on marketing and related business texts.
SUITABLE FOR
All undergraduate students doing courses in Customer Service.
JUTA MARKETING CATALOGUE | 2018/2019
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