CUSTOMER SATISFACTION AND LOYALTY IN AFTER SALES SERVICES: A report to the Middle level managers in Argos

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TABLE OF CONTENTS INTRODUCTION………………………………………………………………….3 RESEARCH BACKGROUND……………………………………………………5 LITERATURE REVIEW…………………………………………………………..5 METHODOLOGY………………………………………………………………….7 BENEFIT OF A CUSTOMER CENTERED ORGANIZATION………………..8 LOYALTY LADER………………………………………………………………...9 RECOMMENDATIONS……………………………………………………………...9 TRAINING AND DEVELOPMENT METHODS………………………………..10 TRAINING AND DEVELOPMENT FRO CUSTOMER SERVICE…………...11 TRAINING AND DEVELOPMENT FOR MANAGERS…………………………….11 WORK PLANING…………………………………………………………………12 HANDLING COMPLAINTS ……………………………………………………...13 TELEPHONE CALLS…………………………………………………………….13 CONCLUSION……………………………………………………………………14 REFERENCE……………………………………………………………………..14 INTRODUCTION As competition has become more global and more intense, many organisations have realised that they cannot compete on price alone. It is in their market place that many companies have developed their strategy of providing superior care to differentiate their product and services surveys suggest that service driven companies can change up to 9 percent more for the product and service they provide. (Sarah Cook, 1998) After sales service is a customer support following the purchase of a product or service. In certain cases it can be almost as important as the initial purchase. The manufacturer, retailer, or service provider determines what is included in any warranty package. This will include the duration of the warranty. The duration of the warranty depends upon the products. Mostly the warranty was given for one year but increasingly two or more years maintenance and replacement policy, items included or excluded, labour costs, and speed of response. In the case of a service provider, after-sales service might include additional training or helpdesk availability. The customer's perception of the degree of willingness with which a supplier deals

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