ABSTRACT

This chapter presents the customer service in four different ways. First, retail organizations exist in order to provide products to customers, adding value to the products through bringing customers together in one place, providing information about customers and enabling customers to buy. Second, the wide range of services that retailers have put together to add value to the fundamental exchange relationship has become an intrinsic part of customer service. Third, the customer's perception and experience of the service retailers provide affect the level of customer satisfaction. Fourth, customer service involves post-purchase facilities and services plus the complaints and returns policies. It explores the role of customer service in raising service quality. The five service characteristics such as intangibility, heterogeneity, perish ability; ownership and inseparability are inherently framing the customer service experience. The chapter presents plan and implement excellent customer service in a retail setting.