Proceedings of 9th International Business and Social Science Research Conference 6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Vernon R. Stauble
This paper builds on the notion that customer service is the lifeblood of any business. The objectives are twofold: (1) to introduce the importance of customer service from the organization’s perspective, and its expectations from the perspective of consumer decision-making and, (2) to make strategic recommendations in constructing a customer loyalty program encompassing relationship marketing and continuous improvement. Customer loyalty is an effective component of a company’s marketing strategy. It can be concluded that when certain rules are followed customer loyalty persists. Great customer service is essential in gaining a strong position of market differentiation in a highly competitive environment.
________________________________________________ Vernon R. Stauble, University of Redlands, Email: [email protected]