Literature Review on Customer Service Management on Emirates Essay

3367 Words May 14th, 2013 14 Pages
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 “Service Management: A New Paradigm in Retailing” are “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.
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After extensive deliberations of various definitions and perspectives, they developed this definition for the purpose of their study “CRM is a strategic approach that is concerned with creating improved shareholder value through the development of appropriate relationships with key customers and customer segments. CRM unites the potential of relationship marketing strategies and IT to create profitable, long-term relationships with customers and other key stakeholders. CRM provides enhanced opportunities to use data and information to both understand customers and co create value with them. This requires a cross-functional integration of processes, people, operations, and marketing capabilities that is enabled through information, technology, and applications.” [ (Payne and Frow 2005) ]

Customer Experience According to Palmer (2010) “Increasing use of the vocabulary of “customer experience” by firms would appear to be a substitute for the language of “customer relationships.” He also believes customer experience management may be the concept that can prevail over the challenges and restrictions of CRM. Among many of the definitions mentioned is “The feeling of emotions and sensations as opposed to thinking” and “. . . involvement in what is happening rather than abstract reflection on an event” given by the American Heritage

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