Service Culture

Only available on StudyMode
  • Download(s) : 36
  • Published : February 7, 2013
Open Document
Text Preview
International Journal of Quality & Reliability Management
Emerald Article: Creating, Maintaining and Reinforcing a Customer Service Culture Richard A. Martin

Article information:
To cite this document: Richard A. Martin, (1992),"Creating, Maintaining and Reinforcing a Customer Service Culture", International Journal of Quality & Reliability Management, Vol. 9 Iss: 1 Permanent link to this document: http://dx.doi.org/10.1108/02656719210007545 Downloaded on: 07-02-2013 Citations: This document has been cited by 2 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 334 times since 2005. *

Users who downloaded this Article also downloaded: *
Richard A. Martin, (1992),"Creating, Maintaining and Reinforcing a Customer Service Culture", International Journal of Quality & Reliability Management, Vol. 9 Iss: 1 http://dx.doi.org/10.1108/02656719210007545 Richard A. Martin, (1992),"Creating, Maintaining and Reinforcing a Customer Service Culture", International Journal of Quality & Reliability Management, Vol. 9 Iss: 1 http://dx.doi.org/10.1108/02656719210007545 Richard A. Martin, (1992),"Creating, Maintaining and Reinforcing a Customer Service Culture", International Journal of Quality & Reliability Management, Vol. 9 Iss: 1 http://dx.doi.org/10.1108/02656719210007545

Access to this document was granted through an Emerald subscription provided by University of South Australia For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.

Creating, Maintaining and Reinforcing a Customer Service Culture Richard A. Martin
Marketing Improvements Group plc, London, UK Introduction If the many studies which the Marketing Improvements Group has carried out are anything to go by, then any attempt by a company to improve the quality of its product must also include every activity which is aimed at getting that product into and, where appropriate, out of the customers with whom they deal. It is not possible to cover all aspects of customer service in one article, so I am therefore concentrating on three aspects: • • • Why do we need a customer service culture? How can we go about creating and maintaining a customer service culture? Is it worth the effort?

Customer Service Culture

9
Received September 1990 Revised December 1991

Why do We Need a Customer Service Culture? One reason why a customer service culture is needed, is that many managers believe, usually mistakenly, that faulty products are the biggest source of customer complaint. The majority of our studies show that they are not. This view was supported recently by Dennis Kennedy (VP, Honeywell Europe) where he stated in an article for the Sunday Independent, Our cost of quality was becoming an increasingly large proportion of the cost of selling products to customers. We therefore started a cost control exercise, but soon realized that the problem was much more significant in terms of overall customer service. We found that 87 per cent of customer complaints were to do with items other than product quality, for example delivery,...
tracking img