ABSTRACT
Marketing is an evolving body of thought and practice. There are many views of the meaning and scope of customer care. Customer care is a much more holistic way of looking at customer satisfaction. Customer care is everyone's business. It is important that effective systems are established for measuring and evaluating standards of customer care, including tracking and monitoring systems, market research and customer evaluation procedures. Marketing objectives and strategies should include customer care elements. A degree of confusion exists regarding the relationship and distinction between customer care and customer service. The two interrelated areas of customer care and relationship marketing represent some of the most significant changes in marketing thinking and practice. Marketers now recognize that building long-term customer loyalty, paying careful attention to retaining customers and developing effective systems of customer care can provide major long-term benefits to customer and marketer alike.
