Literature Review on Customer Service Management on Emirates

BUS 324 Services Marketing Group Assignment 2: Literature Review Emirates Airlines Done By: Sheela Mehta Date: 14/11/2012 Literature Review on Customer Service Management Introduction One among many of the definitions given to customer service by Jay Kandampully (2012) in his book â€Å"Service Management: A New Paradigm in Retailing† are â€Å"Customer Service is a series of activities designed to enhance the level of customer satisfaction- that is, the feeling that a product or service has met the customer expectations.†As the service industry’s importance has started to rise, things like customer service, relationships and experiences have become important aspects to service companies in order to achieve success.†¦show more content†¦Two things discovered in this paper to have an impact on customer satisfaction are service quality and customer perceptions of service encounters [ (Durvasula, Lysonski and Mehta 2005) ]. Some of the important or key factors that can help shape the customer service function are: * Reliability, companies need to be able to meet or rather exceed customer expectations. * Availability, companies need to make their customer service available at all times and through multiple channels. * Return calls, they need to make sure their customers have someone to talk to when needed. * Service failure recovery, this can determine how customers will spread information about the company. * Customer service as organization culture, every employee needs to be a customer service rep and should give their best when interacting with a customer. (Winston n.d.) Customer Relationship Management (CRM) Another important concept to consider when talking about customer service is Customer Relationship Management (CRM). Despite large amounts of research carried out on this topic, there is no agreement on what CRM really is and how a CRM strategy can be developed. 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