In doing business companies use different strategies to attract and keep the customers in order to survive and achieve competitive advantage on the market. Customer service includes marketing and logistic activities in doing business and is the main mean of competitiveness. The goal of this paper is to point out the importance of customer service in retailing and its role in creating customers satisfaction and loyalty.
The paper starts from the process of managing customer service with the special emphasis on the process of creating value and managing relations with customers. In addition, attention is drawn to the use of information technology to improve logistic services and customer service.
The key determinants of quality of logistic services are determined according to the results of many researches. They represent the basic assumption of customers satisfaction and loyalty and realization of the competitive advantage of retail companies. In the paper the analyses of the relationship between logistic performances and customer loyalty in electronic trade is described. Special attention is given to the role the provider of logistic services has in creating customer satisfaction and loyalty.
The importance of customer service in creating customer loyalty and improving competitiveness of retailing on the domestic and foreign market is shown through the analyses of the case study.
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Тематска област:
Уводни рад:
Да
Датум:
14.06.2011.
Бр. отварања:
737
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