Customer Service

A key factor that influences consumersпїЅпїЅ choice of retailers, and other service providers, is customer service. For example, many people choose to shop at certain stores, do their banking at a particular financial institution, stay at a specific hotel, eat at certain restaurants, or take their clothes to a particular dry cleaner, etc., based on the level of customer service provided by that establishment. This aspect of customer service encompasses such factors as the level of responsiveness, friendliness, reliability, and promptness of employees. Another key aspect of customer service that affects consumersпїЅпїЅ choices of retailers and service providers is the manner in which the seller responds to customer complaints. Many times consumers make their choices based not only on the level of service provided at the time of sale, but also on their perception of the level of customer service they can expect to receive after the sale, should a problem arise (Blodgett 31-42).

This aspect of customer service is critical to the long-term profitability of a firm. Firms that develop a reputation for consistently remedying customer complaints are more likely